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 The Effect of The Reward Program Scheme. The Effect of Timing of Reward, Business Longevity and Involvement on Consumers’ Perception and Behavioral Intention toward the Reward Program
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The Effect of The Reward Program Scheme. The Effect of Timing of Reward, Business Longevity and Involvement on Consumers’ Perception and Behavioral Intention toward the Reward Program

автор Wan-Jou W. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 136        мягкая обложка       
Аннотация:As an important component of customer relationship management, reward programs have become an increasingly popular marketing tool for retaining customers and stimulating product or service usage. The 2(timing of reward: delayed and immediate) x 2(degree of involvement: high and low) x 2 (business longevity: long and short) between-subject factorial design are conducted with undergraduate and graduate students as the subjects. Finally, this study indeed can help marketing executive to comprehend consumers’ reactions toward the reward program with different program scheme. Managers could elicit customers’ repeat purchase behavior through a well-designed reinforcement program, but little is known about the factors that determine how such programs are evaluated by consumers. The results show that immediate reward, long business longevity and high involvement respectively make reward programs less risky and more valuable. A well-designed loyalty program can attract customers. Moreover, delayed rewards of loyalty program offered by newly established company are unfavorable to consumers who are low involvement.
Автор: Wan-Jou W.
Издательство: Книга по Требованию
Год:2009
Цена:
2402 руб
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Поиск: The Effect of The Reward Program Scheme. The Effect of Timing of Reward, Business Longevity and Involvement on Consumers’ Perception and Behavioral Intention toward the Reward Program
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