What Makes a Consumer Redeem Digital Coupons? Behavioral Insights from Grounded Theory Approach

Nayal, Preeti; Pandey, Neeraj

doi:10.1080/10496491.2021.1989541

Cited by 8 publications

(3 citation statements)

References 65 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…English is the official language in Pakistan, also in previous studies; respondents have not reported any concerns (Sarwar et al, 2021). A snowball sampling technique was employed, firstly we contacted a few participants at convenience then the selected participants recruited further participants (Nayal and Pandey, 2022). Previous literature suggests that snowball sampling reduces experimenter selection bias (Jackson et al, 1996).…”

Section: Consumers'mentioning

confidence: 99%

Service recovery efforts' influence on consumers' desire to reciprocate and forgiveness: the mediating role of perceived justice

Umar

2022

SAJM

View full text Add to dashboard Cite

PurposeThis paper investigated the impact of firms' service recovery efforts on consumers' desire to reciprocate and forgiveness in the hospitality industry of Pakistan. Additionally, this study examined the mediating role of perceived justice between service recovery efforts and their outcomes.Design/methodology/approachUsing snowball sampling technique, an online survey was administered and 259 responses were collected from casual-dining restaurant customers. A partial least squares structural equation modeling (PLS-SEM) and multivariate analysis of covariance (MANCOVA) were used to examine the hypotheses.FindingsThe results indicate that perceived justice significantly mediates the effect of service recovery efforts on the consumers' desire to reciprocate and forgiveness. Moreover, high (vs. low) service recovery efforts lead to high consumer forgiveness.Practical implicationsThe study provides insights for managers on how optimal recovery efforts predict consumers' positive responses and minimize the effect of service failure in South Asian consumers.Originality/valueThis research is among the early endeavors to examine consumers' desire to reciprocate in service recovery context. Also, this is the first study to validate the impact of service recovery efforts on consumers' desire to reciprocate and consumer forgiveness in a South Asian country.

show abstract

Section: Consumers'mentioning

confidence: 99%

Service recovery efforts' influence on consumers' desire to reciprocate and forgiveness: the mediating role of perceived justice

Umar

2022

SAJM

View full text Add to dashboard Cite

show abstract

“…With the development of big data and deep learning technology, big data and deep learning technology have also been applied to the marketing field, which was a part of management. Also, growth in internet adoption has made digital coupons a popular promotional tool [1]. Customized digital coupon issuance is a very important topic in online commerce.…”

Section: Introductionmentioning

confidence: 99%

Improving Shopping Mall Revenue by Real-Time Customized Digital Coupon Issuance

Seo

Yoo²

2023

IEEE Access

View full text Add to dashboard Cite

With the development of big data and deep learning technology, big data and deep learning technology have also been applied to the marketing field, which was a part of business administration. Customer churn management is one of the most important areas of marketing. In this paper, we proposed a method to prevent customer churn and increase purchase conversion rate by issuing customized discount coupons to customers with high churn rate based on big data in real time. After segmenting customer segments with two-dimensional segment analysis, a real-time churn rate estimation model based on clickstream data was generated for each segment. After that, we issued customized coupons to our customers. Finally, we tested the conversion rate and sales growth. A two-dimensional cluster analysis-based churn rate estimation combined with a recommendation system was found to be significantly more useful than the respective simple models. Using this proposed model, it is possible to increase sales by automatically estimating the customer's churn probability and shopping propensity without the burden of marketing costs in the online shopping mall.

show abstract

“…Coupons are the most popular and widely used of these tools because of their low cost and convenience. Moreover, the growth in internet adoption has made digital coupons a popular promotional tool [8]. Although price discrimination is illegal in some countries, it is very common for firms to adopt price discrimination by using digital coupons around the world because some consumers are unwilling to register to obtain coupons due to concerns about information security or they are too busy or forget to redeem coupons before the expiration date [9].…”

Section: Introduction 1background and Problem Descriptionmentioning

confidence: 99%

Digital Coupon Promotion and Inventory Strategies of Omnichannel Brands

Zhang

2022

Axioms

View full text Add to dashboard Cite

This paper investigates when an omnichannel brand should offer digital coupons in the online and buy-online-and-pick-up-in-store (BOPS) channels and, if so, the joint decision of coupon face value and store inventory. The impact of a digital coupon promotion on store inventory is also explored. Two scenarios are considered, one where consumers’ costs in the online and store channels are homogeneous and another in which they are heterogeneous, and two newsvendor models, with and without a coupon promotion, are constructed under each scenario. The results show that the issuance of coupons improves the omnichannel brand’s profit when the price is high and the coefficient of the difference in valuation between two types of consumers is low in the homogeneous scenario. In the heterogeneous scenario, the brand prefers the coupon promotion when the price is high or moderate and the coefficient of the difference in valuation between two types of consumers is high. In addition, offering a coupon promotion yields a higher store inventory in most cases. However, store inventory is decreased in some special cases in the homogeneous scenario. Moreover, an increased hassle cost in the BOPS channel significantly lowers the offline demand and profit increase from a digital coupon promotion. Furthermore, a coupon promotion is more likely to benefit both the brand and consumers as the cross-selling revenue increases. These results provide guidance for omnichannel brands to implement coupon promotions and adjust store inventory with stochastic demand.

show abstract

What Makes a Consumer Redeem Digital Coupons? Behavioral Insights from Grounded Theory Approach

Cited by 8 publications

References 65 publications

Service recovery efforts' influence on consumers' desire to reciprocate and forgiveness: the mediating role of perceived justice

Service recovery efforts' influence on consumers' desire to reciprocate and forgiveness: the mediating role of perceived justice

Improving Shopping Mall Revenue by Real-Time Customized Digital Coupon Issuance

Digital Coupon Promotion and Inventory Strategies of Omnichannel Brands

Contact Info

Product

Resources

About