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http://hdl.handle.net/1893/1708| Appears in Collections: | Marketing and Retail Journal Articles |
| Peer Review Status: | Refereed |
| Title: | Reward Redemption Behaviour in Retail Loyalty Schemes |
| Author(s): | Smith, Andrew Sparks, Leigh |
| Contact Email: | leigh.sparks@stir.ac.uk |
| Keywords: | loyalty schemes retailing consumer behaviour redemption management Business logistics Delivery of goods Management Industrial management Business logistics |
| Issue Date: | Jun-2009 |
| Date Deposited: | 19-Oct-2009 |
| Citation: | Smith A & Sparks L (2009) Reward Redemption Behaviour in Retail Loyalty Schemes. British Journal of Management, 20 (2), pp. 204-218. https://doi.org/10.1111/j.1467-8551.2008.00561.x |
| Abstract: | In most retailer loyalty schemes, cardholders obtain ‘points’ based on their purchases. These points may be redeemed for rewards. This paper uses individual cardholder transaction records from a leading UK retailer and a related qualitative study to investigate this redemption behaviour. It provides a description and taxonomy of reward redemption behaviour, including non-redemption. Amongst those that do redeem points, different types of redemption behaviour are found. Cluster analysis produced a three cluster solution. Explanations of this behaviour and the taxonomy are developed through the qualitative research. Implications for loyalty scheme management and research into loyalty schemes are identified. |
| DOI Link: | 10.1111/j.1467-8551.2008.00561.x |
| Rights: | Published in the British Journal of Management. Copyright: Wiley-Blackwell / British Academy of Management.; The definitive version is available at www3.interscience.wiley.com |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| BJM Final Version June 2007.pdf | Fulltext - Accepted Version | 120.33 kB | Adobe PDF | View/Open |
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