Type and Timing of Rewards as Influencing Factors on the Value Perception of a Customer Loyalty ProgramGRIN Verlag, 2007 - 214 lappuses Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,5, Maastricht University, language: English, abstract: Although this research is also occupied with customer loyalty programs it examines a new customer loyalty model which tests the influence of reward systems on the value perception of a loyalty program. Thus, the thesis introduces an empirical research on a two part model, whereas one part differentiates between direct and indirect premiums (type of reward) and the second part investigates the differences between delayed and proactive reward programs (timing of reward). The study aims at finding differences between the type and the timing of reward on the value perception of a loyalty program, which is new in academic research. In addition, this study grounds on the automobile industry, i.e. a high involvement setting, in contrast to prior academic science which focused on the low involvement setting. The inclusion of moderating factors that contain information on customer's relationship maintenance motivation and relational benefits shall also help to shed light on differences in value perception according to the level of dedication or constraint based relationships. In addition, the degree of social, confidence and special treatment benefits is also assumed to manipulate the value perception of loyalty programs as moderating factors. Lastly, the study discovers relationships between the type and the timing of reward. The study results clearly reveal that there is no difference between direct and indirect rewards, whereas the proactive system demonstrates to have an obviously higher value perception than delayed rewards. Furthermore, the moderating factors partly prove to influence value perception. Hence, dedication based relationships favour direct rewards over indirect rewards and the proactive system over the delayed system. The same holds true for confidence benefits whereas constraint b |
No grāmatas satura
1.5. rezultāts no 7.
iii. lappuse
... Statement .............................................................................................. 1.3.1 Sub-questions ...................................................................................................
... Statement .............................................................................................. 1.3.1 Sub-questions ...................................................................................................
3. lappuse
... questions. 1.3.1 Sub-questions There are some sub-questions that are to be answered theoretically because they can be deduced from the discussion of prior literature. However, the gaps in the literature have to be researched empirically ...
... questions. 1.3.1 Sub-questions There are some sub-questions that are to be answered theoretically because they can be deduced from the discussion of prior literature. However, the gaps in the literature have to be researched empirically ...
4. lappuse
... question the discussion about customer loyalty programs comes into play. As literature has shown in the past ... questions that shall be answered via conducting a survey and seriously, new insights into the value perception of ...
... question the discussion about customer loyalty programs comes into play. As literature has shown in the past ... questions that shall be answered via conducting a survey and seriously, new insights into the value perception of ...
5. lappuse
... question that has to be answered is : To what extent do consumer behaviour variables such as relational benefits or the distinction between dedication and constraint based relationships act as moderating factors to influence value ...
... question that has to be answered is : To what extent do consumer behaviour variables such as relational benefits or the distinction between dedication and constraint based relationships act as moderating factors to influence value ...
8. lappuse
... questions, this study gives an elaborate literature review and discusses the different findings on customer loyalty, reward programs and relational benefits. With the help of previous literature, arguments will be found for the research ...
... questions, this study gives an elaborate literature review and discusses the different findings on customer loyalty, reward programs and relational benefits. With the help of previous literature, arguments will be found for the research ...
Saturs
1 | |
8 | |
6 | 32 |
Consumer buying decision process | 41 |
alternatives | 44 |
Hypotheses | 61 |
4 | 70 |
61 | 88 |
V | 137 |
Appendix 3 | 147 |
Factor analysis | 167 |
Reliability analysis | 177 |
Citi izdevumi - Skatīt visu
Type and timing of rewards as influencing factors on the value perception of ... Ulrich Pohl Ierobežota priekšskatīšana - 2007 |
Bieži izmantoti vārdi un frāzes
addition ANOVA attitudinal loyalty Bartlett's Test behavioural loyalty Bendapudi beta bonus points brand loyalty car dealer Component confidence benefits constraint based relationship consumer Cronbach's Alpha Cumulative Frequency Percent customer card customer loyalty programs customised decision making process dedication based relationship delayed program delayed reward Dependent Variable Dick and Basu different loyalty direct premiums dummydirect dummyproactive factor analysis firm Frequency Percent Valid Furthermore garage Hence high involvement product hypothesis impulse buying independent rewards indirect rewards Kumar and Shah low involvement loyal loyalty card Marketing moderating factors p-value Percent Percent Valid Percent Valid Percent Percent Valid trifft perception of loyalty Prämien Principal Component Analysis proactive reward system questionnaire questions relational benefits reward program sample scenario Soutar special treatment benefits Standardized Coefficients thesis Total trifft völlig trifft wenig trifft ziemlich type of reward Ulrich Pohl 2006 Valid Percent Percent Valid trifft überhaupt value perception valueperctype Yi and Jeon
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