Skoči na glavni sadržaj

Izvorni znanstveni članak

The differences in purchase behavior between redeemers and non-redeemers of coupons at till under retail loyalty programs

Zrinka Filipović ; Marti farm d.o.o., Zagreb, Hrvatska


Puni tekst: engleski pdf 288 Kb

str. 325-338

preuzimanja: 459

citiraj


Sažetak

Despite the popularity of loyalty programs, evidence on the effects of rewards on consumer behavior is inconsistent. Behavioral loyalty is important for a company as it represents a consumer’s tendency to purchase on a regular basis. The goal of this paper is to explore the differences in behavioral patterns between loyalty program members who redeem coupons at till (redeemers) and those who do not (non-redeemers). A survey was carried out using a sample of 750 loyalty cards obtained from a national retail chain. The results show that coupons at till, as a monetary reward, reduced the time between purchases and increased the volume of purchases and average expenditure.

Ključne riječi

loyalty programs; monetary rewards; behavioral loyalty; coupons at till

Hrčak ID:

248827

URI

https://hrcak.srce.hr/248827

Datum izdavanja:

28.12.2020.

Posjeta: 1.030 *

accessibility

closePristupačnostrefresh

Ako želite spremiti trajne postavke, kliknite Spremi, ako ne - vaše će se postavke poništiti kad zatvorite preglednik.