Do reward programs build loyalty for services?The moderating effect of satisfaction on type and timing of rewards

Keh, Hean Tat; Lee, Yih Hwai

doi:10.1016/j.jretai.2006.02.004

Cited by 206 publications

(195 citation statements)

References 34 publications

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“…The only difference from the bank scenario is in how the cash is awarded in that the supermarket deposits the amount to membership cards in the form of "points." Cashback was chosen because it represents immediate rewards (e.g., discounts or price cuts offered to customers at the point of sale), which have been proven to be more effective than delayed rewards (e.g., vouchers or coupons redeemable at a later date from the point of sale) [25].…”

Section: Scenario Creationmentioning

confidence: 99%

“…However, because of the limitations of the questionnaire length, we elected instead to control for general privacy concerns, as previously proposed by Lwin et al [27]. Intentions to protect, fabricate, or withhold were measured by the items adapted from Lwin et al Loyalty was conceptualized as a second order of repeat intention and WOM as suggested by Keh and Lee [25]. The wording of each item was adapted to the context of QR code mobile promotion.…”

Section: Dependent Measuresmentioning

confidence: 99%

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Privacy Concerns in Quick Response Code Mobile Promotion: The Role of Social Anxiety and Situational Involvement

Okazaki

Navarro-Bailón

Molina-Castillo

2012

International Journal of Electronic Commerce

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El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription With the proliferation of BlackBerry, iPhone, and Android phones in the past few years, mobile handsets have gained a new name: smartphone. Smartphones offer enhanced usability, enabling users to enjoy seamless Internet services. Its sophisticated, multifunction touch screen keyboard replaces a tiny keyboard, which had proved a major obstacle to mobile commerce (m-commerce) adoption. As a result, services-including voice search, SNSs (social networking sites), GPSs (global positioning systems), and other downloadable applications-are becoming truly ubiquitous because they are accessible to users regardless of their physical location and time constraints. As of February 2011, the number of downloads from iPhone's App Store exceeded 10 billion [3]. Consequently, there is a growing expectation that m-commerce is finally on its way to becoming a reality, after being a "hot topic" for a decade [36]. Despite this optimism, however, experts see clouds on the horizon. According to a recent survey [29], approximately 70 percent of all SMS (short message service) spam is related to attempted financial fraud. Mistakenly replying to this spam may lead to phishing 1 or to premium rate fraud. 2 Some attacks employ click fraud related to gambling sites, followed by fraudulent loan services [55]. Of even greater concern is "bluesnarfing," in which calls can be hijacked, personal data can be stolen, and other violations can take place [52]. In short, there are an increasing number of unethical practices via mobile telecommunication systems. Deceptive invitations have become Privacy Concerns in Quick Response

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Section: Scenario Creationmentioning

confidence: 99%

Section: Dependent Measuresmentioning

confidence: 99%

Privacy Concerns in Quick Response Code Mobile Promotion: The Role of Social Anxiety and Situational Involvement

Okazaki

Navarro-Bailón

Molina-Castillo

2012

International Journal of Electronic Commerce

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“…Several factors are identified; use of multiple channels [31], high brand association accessibility [25], reduction in time for reward in delayed reward program [5,11], reward types like hard or soft [2,8,11], promotional inducement [18], gathering more customer information [29,32], enhancement of service experience [11] and first mover advantage [33].…”

Section: Success Factors Of Single Operator Programsmentioning

confidence: 99%

Success Factors for IT-based Coalition Loyalty Programs: The Case of OKCashbag

Jung¹,

Lee²,

Jang³

et al. 2011

The Journal of Society for e-Business Studies

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Loyalty programs are everywhere these days, and among them, coalition programs, where a hub company makes a network of participating companies and users can collect and use points in a large number of participating shops, are in increase. There is little research on the coalition loyalty program. Using the case of OKCashbag, the first and biggest coalition loyalty program in Korea, this study examines whether success factors of single operator program are relevant to coalition programs. This paper contributes first by turning attention to an unexplored area of coalition loyalty programs. By offering an opportunity to reflect on success factors of both single operator and coalition programs, it will help practitioners in loyalty programs to develop innovative loyalty programs using increasingly sophisticated data collection capabilities of IT.

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“…고객보상프로그램에 대한 대부분의 선행연구들은 항 공사, 호텔, 은행, 레스토랑, 이동전화서비스 등과 같은 서비스 관련 업종으로 제한되어있었으나 (Keh & Lee, 2006;Lee & Kim, 2005;Yi & Jeon, 2003), 최근 그 중 요성이 패션과 같은 구체적 제품과 관련된 분야 및 다 양한 유통업태로까지 확대되어 가고 있다. 소매업태별 고객의 특성에 맞게 고객보상프로그램을 운영하여 고 객과의 관계를 강화해야함을 강조하고 있으나 (Gable et al, 2008), 유통업태별 고객보상프로그램에 대한 효과 를 분석한 연구가 매우 부족하며, 특히 멀티채널의 고객 보상프로그램의 효과에 대한 연구는 전무하므로, 본 연 구는 온-오프라인 채널(온라인 종합몰과 백화점)이 제공 하는 고객보상프로그램의 효과에 관하여 연구하고자 한 다.…”

unclassified

“…본 연구에서는 고객보상프로그램 유형별 효과를 분석 하기 위해 보상채널과 보상시점의 측면에서 살펴보고자 한다. 보상유형에 대한 선행연구들에 의하면, 일반적으 로 가격프로모션과 같이 서비스의 효용과 직접적 관련 이 있는 직접적 보상이 경품, 사은품 등과 같이 제품이 나 서비스 효용에 직접적 연관이 없는 간접적 보상보다 는 효과적인 고객보상프로그램이라고 하였다 (Chung & Kim, 2003;Keh & Lee, 2006). 그러나 그 효과는 업태와 보상시점에 따라 상이한 결과를 도출해냈다 (Ju & Yoo, 2009;Lee & Kim, 2005).…”

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The Effect of Reward Channel and Reward Time of Customer Loyalty Programs for On-offline Channels -Focusing on Department Stores and Online Shopping Stores-

Park¹

2013

Journal of the Korean Society of Clothing and Textiles

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The study examined the main effect of the reward channel and reward time of customer loyalty programs for on-offline shopping channels; in addition, it investigated the interaction effect of the reward channels and merchandise as well as the interaction effect of the reward time and merchandise. An online apparel shopping web experiment was conducted with a 2 (reward channel: online channel reward vs. offline channel reward) × 2 (reward time: immediate vs. delayed) × 2 (merchandise: online channel product vs. offline channel products) between-subject factorial design. An online shopping channel was considered the coreshopping channel and a department store was considered the cross-shopping channel. Loyalty program value, core-channel loyalty and cross-channel loyalty were measured as dependent variables. A total of 845 shoppers (who had experiences in shopping in both channels) participated in the experiment. The results of the study revealed (1) the main effect of the reward channel on loyalty program value, core-channel loyalty and cross-channel loyalty [online>offline channel rewards], (2) the main effect of reward time on loyalty program value, core-channel loyalty and cross-channel loyalty [immediate>delayed reward], and (3) the interaction effect of the reward channel and merchandise on loyalty program value, core-channel loyalty, and cross-channel loyalty. (4) Finally the study found that loyalty program value affected cross-channel loyalty indirectly through core-channel loyalty. This study suggested diverse theoretical and managerial implications for multi-channel retailers.

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Do reward programs build loyalty for services?The moderating effect of satisfaction on type and timing of rewards

Cited by 206 publications

References 34 publications

Privacy Concerns in Quick Response Code Mobile Promotion: The Role of Social Anxiety and Situational Involvement

Privacy Concerns in Quick Response Code Mobile Promotion: The Role of Social Anxiety and Situational Involvement

Success Factors for IT-based Coalition Loyalty Programs: The Case of OKCashbag

The Effect of Reward Channel and Reward Time of Customer Loyalty Programs for On-offline Channels -Focusing on Department Stores and Online Shopping Stores-

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