Publication type: Conference paper
Type of review: Peer review (publication)
Title: The application of blockchain technology in loyalty programs
Authors: Stallone, Valerio
Collenberg, Anja
Rüedlinger, Andreas
Wetzels, Martin
Klaas, Michael
et. al: No
Proceedings: International Conference WWW/Internet (CIAWI 2020)
Page(s): 9
Pages to: 16
Conference details: 19th International Conference WWW/Internet, Lisbon (Portugal), 18-20 November 2020
Issue Date: 2020
Publisher / Ed. Institution: IADIS
ISBN: 978-1-7138-2227-1
Language: English
Subjects: Acceptance; Loyalty program; Blockchain
Subject (DDC): 658.8: Marketing management
Abstract: This study investigated a digital app (loyalz), which enables users in Switzerland to collect, redeem, and share loyalty points offered by multiple merchants. The question of particular interest in this context was whether a new service (Swiss Loyalty Scheme), which will also enable the peer-to-peer (P2P) exchange of loyalty points between users, should be based on Blockchain technology (BCT), and whether this technology meets both the app users’ and the merchants’ requirements. A comparison of the different implementation possibilities of a BCT-based SLS solution with the qualitative survey results and the conditions the surveyed merchants have for the SLS that can be derived from these results shows that there is limited room for maneuver in the implementation or that due to this even the advantages of BCT disappear.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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