The Paradox of Points Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs /
In his research, Sören Köcher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium-i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption-on the central consumer decisions in loyalty program mem...
| Published in: | Springer eBooks |
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| Format: | eBook |
| Language: | English |
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Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2015.
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| Series: | Applied Marketing Science / Angewandte Marketingforschung
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| Online Access: | http://dx.doi.org/10.1007/978-3-658-09543-7 Перейти в каталог НБ ТГУ |