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Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour

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The Paradox of Points - Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs (Paperback, 2015 ed.) Loot Price: R1,915

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Repayment Terms: R179 pm x 12*

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The Paradox of Points - Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs (Paperback, 2015 ed.)

Soeren Koecher

Series: Applied Marketing Science / Angewandte Marketingforschung

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Loot Price R1,915 Discovery Miles 19 150 | Repayment Terms: R179 pm x 12*

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In his research, Soeren Koecher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium-i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption-on the central consumer decisions in loyalty program memberships. In sum, the results of twelve empirical studies reveal that high magnitude currencies improve the attractiveness of medium collection but entail reluctant medium spending behavior. These findings provide important implications for a more efficient usage of loyalty programs in business practices. In addition, this dissertation discovers a violation of one of the most fundamental assumptions of rational choice theory and thus contributes to a better understanding of when and why people deviate from rational decision-making.

General

Imprint:	Springer Gabler
Country of origin:	Germany
Series:	Applied Marketing Science / Angewandte Marketingforschung
Release date:	April 2015
First published:	2015
Authors:	Soeren Koecher
Dimensions:	210 x 148 x 11mm (L x W x T)
Format:	Paperback
Pages:	163
Edition:	2015 ed.
ISBN-13:	978-3-658-09542-0
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Management & management techniques > Organizational theory & behaviour Promotions
LSN:	3-658-09542-3
Barcode:	9783658095420