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4. Publikationen School of Management and Law

Publikationstyp:	Konferenz: Paper
Art der Begutachtung:	Keine Angabe
Titel:	What drives loyalty program perception? : a cross-country analysis
Autor/-in:	Müller, Steffen Seiler, Roger Beinert, Markus
Angaben zur Konferenz:	EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016
Erscheinungsdatum:	2016
Sprache:	Englisch
Schlagwörter:	EMAC; Marketing; Loyalty
Fachgebiet (DDC):	658.8: Marketingmanagement
Zusammenfassung:	In many industries, companies have shifted from a transaction-based to a relationship-based marketing approach, which is reflected by the introduction of loyalty programs. Obviously, loyalty program effectiveness depends on loyalty program design. We relate loyalty program design to loyalty program perception and consider different design elements. Based on a conjoint analysis in fashion retailing in Germany and Switzerland, we find that consumers in both countries prefer cash rewards as well as no direct mailings, no magazines and no payment function. Consumers in Switzerland prefer a card or app and one fashion show per year, while consumers Germany prefer a card only and no fashion show. We also find that deal proneness has an effect on relative importance values for reward rate and direct mailings, while gender has an effect on relative importance values for reward type and services. Based on these findings, we derive recommendations and discuss limitations.
URI:	https://digitalcollection.zhaw.ch/handle/11475/14826
Volltext Version:	Publizierte Version
Lizenz (gemäss Verlagsvertrag):	Lizenz gemäss Verlagsvertrag
Departement:	School of Management and Law
Organisationseinheit:	Institut für Marketing Management (IMM)
Enthalten in den Sammlungen:	Publikationen School of Management and Law

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