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OverviewIn his research, Sören Köcher 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. Full Product DetailsAuthor: Sören KöcherPublisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG Imprint: Springer Gabler Edition: 2015 ed. Dimensions: Width: 14.80cm , Height: 1.10cm , Length: 21.00cm Weight: 2.454kg ISBN: 9783658095420ISBN 10: 3658095423 Pages: 163 Publication Date: 21 April 2015 Audience: Professional and scholarly , Professional & Vocational Format: Paperback Publisher's Status: Active Availability: Manufactured on demand  We will order this item for you from a manufactured on demand supplier. Table of ContentsConceptual background and literature review on loyalty programs.- Rational and descriptive theories of choice.- Empirical examination of medium magnitude effects on the central consumer decision fields in loyalty program memberships.ReviewsAuthor InformationDr. Sören Köcher received his doctorate at the Department of Marketing, TU Dortmund University under the guidance of Prof. Dr. Hartmut H. Holzmüller. Tab Content 6Author Website:Countries AvailableAll regions |
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