|Appears in Collections:||Marketing and Retail Journal Articles|
|Peer Review Status:||Refereed|
|Title:||Reward Redemption Behaviour in Retail Loyalty Schemes|
|Citation:||Smith A & Sparks L (2009) Reward Redemption Behaviour in Retail Loyalty Schemes, British Journal of Management, 20 (2), pp. 204-218.|
|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.|
|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|
|BJM Final Version June 2007.pdf||120.33 kB||Adobe PDF||View/Open|
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