The paradox of points: theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Abschlussarbeit Buch |
| Sprache: | English |
| Veröffentlicht: |
Wiesbaden
Springer Gabler
2015
|
| Schriftenreihe: | Applied Marketing Science
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | XVIII, 163 S. Ill., graph. Darst. |
| ISBN: | 9783658095420 3658095423 |
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TABLE OF CONTENTS
LIST OF FIGURES XVII
LIST OF TABLES XIX
A INTRODUCTION 1
1 MOTIVATION AND PURPOSE 1
2 STRUCTURE OF THE THESIS 3
B CONCEPTUAL BASIS AND LITERATURE REVIEW S
1 LOYALTY PROGRAMS 5
1.1 DEFINITION 5
1.2 KEY ELEMENTS OF LOYALTY PROGRAMS 8
1.2.1 DEVELOPMENT AND ENHANCEMENT OF CUSTOMER LOYALTY 8
1.2.1.1 CREATION OF SWITCHING COSTS 9
1.2.1.2 GENERATION AND UTILIZATION OF CUSTOMER INSIGHTS 9
1.2.1.3 REDUCED INTENSITY OF COMPETITION 10
1.2.2 REWARD FUNCTION 10
1.2.3 PROGRAM STRUCTURE 12
1.2.3.1 MEMBERSHIP REQUIREMENTS 13
1.2.3.2 MEDIUM ISSUANCE MECHANISM 13
1.2.3.3 MEDIUM REDEMPTION MECHANISM 15
1.2.3.4 PROGRAM PARTNERS 17
1.2.4 LONG-TERM ORIENTATION 17
2 CONSUMER DECISION FIELDS IN A LOYALTY PROGRAM MEMBERSHIP 19
2.1 PARTICIPATION DECISIONS 19
2.2 REDEMPTION DECISIONS 24
2.3 PURCHASE DECISIONS 26
2.4 REWARD DECISIONS 34
HTTP://D-NB.INFO/1068392460
XII
TABLE OF CONTENTS
2.5 SYNTHESIS 36
3 MEDIUM MAGNITUDE EFFECTS 38
3.1 DEFINITION 38
3.2 RELATED PHENOMENA 40
3.2.1 MEDIUM MAXIMIZATION 40
3.2.2 MONEY ILLUSION AND THE FACE VALUE EFFECT 41
3.2.3 NUMEROSITY EFFECTS 42
C THEORETICAL BACKGROUND AND HYPOTHESES DEVELOPMENT 45
1 THEORETICAL BACKGROUND 45
1.1 THEORY OF RATIONAL CHOICE 45
1.1.1 BASIC MODEL 45
1.1.2 PRINCIPLES OF RATIONAL CHOICE 48
1.1.2.1 TRANSITIVITY OF PREFERENCES 48
1.1.2.2 INDEPENDENCE PRINCIPLE 49
1.1.2.3 INVARIANCE PRINCIPLE 50
1.2 DESCRIPTIVE THEORIES OF CHOICE 52
1.2.1 PROSPECT THEORY 52
1.2.2 ANCHORING AND ADJUSTMENT HEURISTIC 55
1.2.3 REASON-BASED CHOICE 56
2 HYPOTHESES DEVELOPMENT 59
2.1 THE IMPACT OF MEDIUM MAGNITUDE ON PARTICIPATION AND REDEMPTION
DECISIONS. 59
2.1.1 DIRECT EFFECTS 59
2.1.1.1 THE CHOICE BETWEEN PARTICIPATION AND NON-PARTICIPATION 61
2.1.1.2 THE CHOICE BETWEEN REDEMPTION AND NON-REDEMPTION 63
2.1.2 MODERATING EFFECTS 64
2.1.3 SUMMARY 65
2.2 THE IMPACT OF MEDIUM MAGNITUDE ON PURCHASE AND REWARD DECISIONS 66
2.2.1 DIRECT EFFECTS 66
2.2.1.1 THE CHOICE BETWEEN PREMIUM AND STANDARD PRODUCTS 66
TABLE OF CONTENTS XIII
2.2.1.2 THE CHOICE BETWEEN PREMIUM AND STANDARD REWARDS 69
2.2.2 MODERATING EFFECTS 70
2.2.3 SUMMARY 71
2.3 EMPIRICAL APPROACH 72
D EMPIRICAL EXAMINATION OF MEDIUM MAGNITUDE EFFECTS 75
1 THE IMPACT OF MEDIUM MAGNITUDE ON PARTICIPATION DECISIONS 75
1.1 STUDY 1 76
1.1.1 PARTICIPANTS, DESIGN, AND PROCEDURE 76
1.1.2 RESULTS 77
1.2 STUDY 2 78
1.2.1 PARTICIPANTS, DESIGN, AND PROCEDURE 78
1.2.2 OPERATIONALIZATION OF VARIABLES 79
1.2.2.1 INDEPENDENT VARIABLES 79
1.2.2.2 DEPENDENT VARIABLE, MANIPULATION CHECKS, AND COVARIATES 80
1.2.3 RESULTS 83
1.2.3.1 MANIPULATION CHECKS 83
1.2.3.2 HYPOTHESES 84
1.3 STUDY 3 86
1.3.1 PARTICIPANTS, DESIGN, AND PROCEDURE 86
1.3.2 RESULTS 86
1.4 DISCUSSION 88
2 THE IMPACT OF MEDIUM MAGNITUDE ON REDEMPTION DECISIONS 90
2.1 STUDY 4 91
2.1.1 PARTICIPANTS, DESIGN, AND PROCEDURE 91
2.1.2 RESULTS 92
2.2 STUDY 5 93
2.2.1 PARTICIPANTS, DESIGN, AND PROCEDURE 93
2.2.2 OPERATIONALIZATION OF VARIABLES 93
2.2.2.1 INDEPENDENT VARIABLES 93
XIV TABLE OF CONTENTS
2.2.2.2 DEPENDENT VARIABLE, MANIPULATION CHECKS, AND COVARIATES 94
2.2.3 RESULTS 96
2.2.3.1 MANIPULATION CHECKS 96
2.2.3.2 HYPOTHESES 96
2.3 STUDY 6 98
2.3.1 PARTICIPANTS, DESIGN, AND PROCEDURE 98
2.3.2 OPERATIONALIZATION OF VARIABLES 98
2.3.3 RESULTS 100
2.4 DISCUSSION 101
3 THE IMPACT OF MEDIUM MAGNITUDE ON PURCHASE DECISIONS 103
3.1 STUDY 7 104
3.1.1 PARTICIPANTS, DESIGN, AND PROCEDURE 104
3.1.2 RESULTS 105
3.1.2.1 MANIPULATION CHECK AND CONTROL VARIABLES 1 OS
2.1.2.2 HYPOTHESIS 105
3.2 STUDY 8 106
3.2.1 PARTICIPANTS, DESIGN, AND PROCEDURE 106
3.2.2 OPERATIONALIZATION OF VARIABLES 107
3.2.2.1 INDEPENDENT VARIABLES 107
3.2.2.2 DEPENDENT VARIABLE, MANIPULATION CHECKS, AND COVARIATES 108
3.2.3 RESULTS 110
3.2.3.1 MANIPULATION CHECKS 110
3.2.3.2 HYPOTHESES 110
3.3 STUDY 9 112
3.3.1 PARTICIPANTS, DESIGN, AND PROCEDURE 112
3.3.2 RESULTS 113
3.3.2.1 MANIPULATION CHECKS 113
3.3.2.2 HYPOTHESES 113
3.4 DISCUSSION 115
4 THE IMPACT OF MEDIUM MAGNITUDE ON REWARD DECISIONS 117
TABLE OF CONTENTS XV
4.1 STUDY 10 118
4.1.1 PARTICIPANTS, DESIGN, AND PROCEDURE 118
4.1.2 RESULTS 119
4.1.2.1 MANIPULATION CHECK AND CONTROL VARIABLES 119
4.1.2.2 HYPOTHESES 119
4.2 STUDY 11 121
4.2.1 PARTICIPANTS, DESIGN, AND PROCEDURE 121
4.2.2 OPERATIONALIZATION OF VARIABLES 122
4.2.2.1 INDEPENDENT VARIABLES 122
4.2.2.2 DEPENDENT VARIABLE, MANIPULATION CHECKS, AND COVARIATES 123
4.2.3 RESULTS 125
4.2.3.1 MANIPULATION CHECKS 125
4.2.3.2 HYPOTHESES 125
4.3 STUDY 12 127
4.3.1 PARTICIPANTS, DESIGN, AND PROCEDURE 127
4.3.2 RESULTS 128
4.4 DISCUSSION 129
E CONCLUSIONS 131
1 SUMMARY OF FINDINGS 131
2 THEORETICAL IMPLICATIONS 133
3 MANAGERIAL IMPLICATIONS 136
3.1 INFLUENCING PARTICIPATION AND REDEMPTION DECISIONS 136
3.2 INFLUENCING PURCHASE AND REWARD DECISIONS 137
3.3 ADDITIONAL FIELDS OF APPLICATION 138
4 LIMITATIONS AND FUTURE RESEARCH DIRECTIONS 139
REFERENCES 141 |
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| spelling | Köcher, Sören 1982- Verfasser (DE-588)1071501658 aut The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs Sören Köcher. With a foreword by Prof. Dr. Hartmut H. Holzmüller Wiesbaden Springer Gabler 2015 XVIII, 163 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Applied Marketing Science Zugl.: Dortmund, Techn. Univ., Diss., 2014 Beziehungsmarketing (DE-588)4789127-0 gnd rswk-swf Kundenbindung (DE-588)4384508-3 gnd rswk-swf Research Consumer choice behavior Experimental research Violations of rational choice theory Theories of choice Loyalty program memberships (DE-588)4113937-9 Hochschulschrift gnd-content Kundenbindung (DE-588)4384508-3 s Beziehungsmarketing (DE-588)4789127-0 s DE-604 Erscheint auch als Online-Ausgabe Köcher, Sören The Paradox of Points X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=5176808&prov=M&dok_var=1&dok_ext=htm Inhaltstext DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028140368&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Köcher, Sören 1982- The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs Beziehungsmarketing (DE-588)4789127-0 gnd Kundenbindung (DE-588)4384508-3 gnd |
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| title | The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs |
| title_auth | The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs |
| title_exact_search | The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs |
| title_full | The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs Sören Köcher. With a foreword by Prof. Dr. Hartmut H. Holzmüller |
| title_fullStr | The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs Sören Köcher. With a foreword by Prof. Dr. Hartmut H. Holzmüller |
| title_full_unstemmed | The paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs Sören Köcher. With a foreword by Prof. Dr. Hartmut H. Holzmüller |
| title_short | The paradox of points |
| title_sort | the paradox of points theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs |
| title_sub | theoretical foundation and empirical evidence of medium magnitude effects in loyalty programs |
| topic | Beziehungsmarketing (DE-588)4789127-0 gnd Kundenbindung (DE-588)4384508-3 gnd |
| topic_facet | Beziehungsmarketing Kundenbindung Hochschulschrift |
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