Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor.author | Müller, Steffen | - |
| dc.contributor.author | Seiler, Roger | - |
| dc.contributor.author | Beinert, Markus | - |
| dc.date.accessioned | 2019-01-31T10:41:55Z | - |
| dc.date.available | 2019-01-31T10:41:55Z | - |
| dc.date.issued | 2016 | - |
| dc.identifier.uri | https://digitalcollection.zhaw.ch/handle/11475/14826 | - |
| dc.description.abstract | 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. | de_CH |
| dc.language.iso | en | de_CH |
| dc.rights | Licence according to publishing contract | de_CH |
| dc.subject | EMAC | de_CH |
| dc.subject | Marketing | de_CH |
| dc.subject | Loyalty | de_CH |
| dc.subject.ddc | 658.8: Marketingmanagement | de_CH |
| dc.title | What drives loyalty program perception? : a cross-country analysis | de_CH |
| dc.type | Konferenz: Paper | de_CH |
| dcterms.type | Text | de_CH |
| zhaw.departement | School of Management and Law | de_CH |
| zhaw.organisationalunit | Institut für Marketing Management (IMM) | de_CH |
| zhaw.conference.details | EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016 | de_CH |
| zhaw.funding.eu | No | de_CH |
| zhaw.originated.zhaw | Yes | de_CH |
| zhaw.publication.status | publishedVersion | de_CH |
| zhaw.publication.review | Not specified | de_CH |
| Appears in collections: | Publikationen School of Management and Law | |
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Müller, S., Seiler, R., & Beinert, M. (2016). What drives loyalty program perception? : a cross-country analysis. EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016.
Müller, S., Seiler, R. and Beinert, M. (2016) ‘What drives loyalty program perception? : a cross-country analysis’, in EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016.
S. Müller, R. Seiler, and M. Beinert, “What drives loyalty program perception? : a cross-country analysis,” in EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016, 2016.
MÜLLER, Steffen, Roger SEILER und Markus BEINERT, 2016. What drives loyalty program perception? : a cross-country analysis. In: EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016. Conference paper. 2016
Müller, Steffen, Roger Seiler, and Markus Beinert. 2016. “What Drives Loyalty Program Perception? : A Cross-Country Analysis.” Conference paper. In EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016.
Müller, Steffen, et al. “What Drives Loyalty Program Perception? : A Cross-Country Analysis.” EMAC 2016, Oslo, Schweden, 24.-27. Mai 2016, 2016.
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