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http://dx.doi.org/10.7737/JKORMS.2013.38.1.183

Customer's Point Accumulation and Redemption Behavior Revisited : Focusing on the Moderating Effects of Usage Level  

Kim, Ji Yoon (고려대학교 기업경영연구원)
Publication Information
Journal of the Korean Operations Research and Management Science Society / v.38, no.1, 2013 , pp. 183-199 More about this Journal
Abstract
This study investigates customers' different behavior in accumulating and redeeming points and focuses on the moderating effect of usage level. We measure the hedonic accumulation and redemption ratio and usage level using loyalty program transaction data and link them to the survey data of loyalty and satisfaction. By doing so, we examine the effects of hedonic accumulation and redemption ratio on a consumer's loyalty intention and his or her satisfaction and the moderating effect of usage level. The result shows that there is a significant positive effect of hedonic accumulation and redemption ratio on customer loyalty and the mediating role of satisfaction on customer loyalty in both stages. And accumulation and redemption most importantly, we find an interaction effect of usage level on outlet type in point redemption stage while no effect in accumulation stage. That is if customers accumulate and redeem points at a hedonic outlets in both stages, it will give him a feeling of satisfaction and finally it will enhance the loyalty toward the focal loyalty program. And light buyers' loyalty increase more than those of heavy buyers when they redeem points in hedonic outlet. Our findings will help marketing managers of loyalty program to apply the effective segmentation strategy to the reward program which affects the customer's satisfaction and loyalty.
Keywords
Loyalty Program; Accumulation Behavior; Redemption Behavior; Usage Level; Type of Outlet; Hedonic Accumulation Ratio; Hedonic Redemption Ratio; Satisfaction; Loyalty;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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