Carte The Effect of The Reward Program Scheme Wan-Jou Weng

The Effect of The Reward Program Scheme

The Effect of Timing of Reward, Business Longevity and Involvement on Consumers Perception and Behavioral Intention toward the Reward Program

Autor: Wan-Jou Weng
Limbă: engleză
Legare: Carte broșată
Disponibilitate: La editor doar la comandă
Expediem în 17-27 zile
304.74 lei
As an important component of customer relationship management, reward programs have become an increa...

Informații despre carte

Autor
Limbă
engleză
Legare
Carte - Carte broșată
Publicat
2009
Pagini
136
EAN
9783639207453
Enbook ID
06828709
Greutate
219
Dimensiuni
150 x 220 x 8

Descriere completă

As an important component of customer relationship management, reward programs have become an increasingly popular marketing tool for retaining customers and stimulating product or service usage. A well-designed loyalty program can attract customers.Managers could elicit customers repeat purchase behavior through a well-designed reinforcement program, but little is known about the factors that determine how such programs are evaluated by consumers. The 2(timing of reward: delayed and immediate) x 2(degree of involvement: high and low) x 2 (business longevity: long and short) between-subject factorial design are conducted with undergraduate and graduate students as the subjects. The results show that immediate reward, long business longevity and high involvement respectively make reward programs less risky and more valuable. Moreover, delayed rewards of loyalty program offered by newly established company are unfavorable to consumers who are low involvement. Finally, this study indeed can help marketing executive to comprehend consumers reactions toward the reward program with different program scheme.

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