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首页> 外文期刊>Journal of Business Research >Should retailers pay to bring customers back? The impact of quick response and coupons on purchase outcomes
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Should retailers pay to bring customers back? The impact of quick response and coupons on purchase outcomes

机译：零售商应该付费以吸引顾客吗？快速反应和优惠券对购买结果的影响

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摘要

Many retailers use coupons to compensate customers who complain. They also establish procedures to manage complaints quickly to avoid customer defection. Little attention has been paid to how these managerial actions used by retailers (e.g. coupons, quick response, etc.) interact and no research has linked these actions to consumers' actual behavior (e.g. the amount of money spent in the store before and after the incident). This paper investigates how quick responses and coupons jointly impact consumer behavior. This research tracked purchase patterns before and after an incident using loyalty card information from a grocery store. The paper shows that slow responses can reduce sales at this store by €950,000 a year. The results also show that when the response is slow, giving a coupon is counter-productive, since the loss is significantly higher when a coupon is issued.
机译：许多零售商使用优惠券来补偿抱怨的顾客。他们还建立了程序来快速处理投诉，以避免客户叛逃。很少关注零售商使用的这些管理行为（例如，优惠券，快速响应等）如何相互作用，并且没有研究将这些行为与消费者的实际行为（例如，商店前后的在商店中花费的金额）相关联事件）。本文研究了快速响应和优惠券如何共同影响消费者的行为。这项研究使用杂货店的会员卡信息跟踪了事件发生前后的购买模式。该文件显示，反应迟缓会导致这家商店的销售额每年减少95万欧元。结果还表明，当响应缓慢时，给予优惠券会适得其反，因为在发行优惠券时损失会大大增加。

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