Antecedents to loyalty point redemption: Implications for customer equity management

Hwang Joon Ho; Chung Jaiho; Kim Jae Wook; Lee Dongwon; Yoo Weon Sang

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Antecedents to loyalty point redemption: Implications for customer equity management

机译：忠诚度积分兑换的先决条件：对客户资产管理的影响

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This study examines the determinants of member customers' decision to redeem versus accumulate loyalty program (LP) points by focusing on the effects of the different transaction channels (online versus offline) and the demographic information of member customers. This study finds that transactions that occur through online channels and those made by younger customers demonstrate a greater tendency of redeeming LP points as opposed to accumulating them. This study also finds that online channels show a moderating role by mitigating the demographic effects on member customers' point redemption behavior. These findings allow LP providers to predict future LP point balances by analyzing their main transaction channels and the demographic profiles of member customers. (C) 2016 Elsevier Inc. All rights reserved.

机译：本研究通过关注不同交易渠道（在线与离线）的影响以及会员客户的人口统计信息，研究了会员客户决定兑换与积累忠诚度计划（LP）点的决定因素。这项研究发现，通过在线渠道进行的交易以及年轻客户进行的交易表现出更大的兑换积分的趋势，而不是累积积分。这项研究还发现，在线渠道通过减轻人口统计对会员客户积分兑换行为的影响而发挥了调节作用。这些发现使LP提供者可以通过分析其主要交易渠道和成员客户的人口统计资料来预测未来的LP积分余额。（C）2016 Elsevier Inc.保留所有权利。

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来源
《Journal of Business Research》 |2016年第9期|3731-3739|共9页
作者
Hwang Joon Ho; Chung Jaiho; Kim Jae Wook; Lee Dongwon; Yoo Weon Sang;
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作者单位

Korea Univ, Sch Business, Seoul, South Korea;

Korea Univ, Sch Business, Seoul, South Korea;

Korea Univ, Sch Business, Seoul, South Korea;

Korea Univ, Sch Business, Seoul, South Korea;

Korea Univ, Sch Business, Seoul, South Korea;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Customer equity; Demographic characteristics; Loyalty program; Online channel; Point redemption;

机译：客户权益;人口特征;忠诚度计划;在线渠道;积分兑换;

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Antecedents to loyalty point redemption: Implications for customer equity management

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