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http://dx.doi.org/10.5859/KAIS.2013.22.1.165

Learning Effect in Coalition Loyalty Program: An Empirical Study using Long-term Panel Data of OKCashbag  

Choi, Woosuk (성공회대학교 경영학부)
Jang, Seungkwon (성공회대학교 경영학부)
Lee, Heejin (연세대학교 국제학대학원)
Publication Information
The Journal of Information Systems / v.22, no.1, 2013 , pp. 165-180 More about this Journal
Abstract
Using long-term panel data of OKCashbag, this study analyzes whether learning effect influencing in effectiveness of coalition loyalty program exists. We found that there is learning effect in the behavior of loyalty program customers, and discovered that learning effect appears more greatly in using (redeeming) behavior than accumulating behavior. The authors also found a long-lasting structural changes in the pattern of point redemption after a major marketing activities associated with the act of using points. The results of this research can contribute to suggest direction to the future researches to examine differences of learning effect according to demographic (gender, age, region, ect.) and transactional (frequency or scale in point accumulation and redemption etc.) characteristics.
Keywords
Coalition Loyalty Program; Learning Effect; Point Accumulation and Redemption; Event Study;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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