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首页> 外文期刊>Journal of Business Research >The role of marketing channels in consumers' promotional point redemption decisions
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The role of marketing channels in consumers' promotional point redemption decisions

机译：营销渠道在消费者促销点赎回决策中的作用

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摘要

Organizations employ loyalty programs to entice customers to repurchase their products and services. One popular promotional tool is the award of loyalty points. For this promotion to be effective, customers need to redeem these points. Currently, researchers opine that customers tend to stockpile these points. This study investigates customers' point redemption behavior in an omni-channel environment and posits that point redemption is a two-stage decision: whether to redeem and how many points to redeem. In the first stage, the results show that purchasing through PC channel positively impacts the probability of redeeming the points. However, in the second stage, purchasing through the mobile channel has a positive effect on the number of points redeemed. In an omni-channel world, different channels complement each other by enhancing the effectiveness of various marketing activities. Findings of this research highlight the role played by the online channels in encouraging customers' point redemption behavior.
机译：组织采用忠诚度计划来吸引客户以回购其产品和服务。一个流行的促销工具是忠诚度的奖励。为此促销有效，客户需要兑换这些积分。目前，研究人员呼吸道，客户倾向于库存这些要点。本研究调查了全渠道环境中的客户点赎回行为，兑换是两阶段决定：是否兑换和兑换多少点。在第一阶段，结果表明，通过PC频道购买积极影响兑换点的概率。然而，在第二阶段，通过移动频道购买对兑换的点数具有积极影响。在全渠道世界中，不同的渠道通过提高各种营销活动的有效性来相互补充。该研究的结果强调了在线渠道在鼓励客户点赎回行为方面发挥的作用。

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