Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Reward Redemption Behaviour in Retail Loyalty Schemes
Authors: Smith, Andrew
Sparks, Leigh
Contact Email:
Keywords: loyalty schemes
consumer behaviour
Issue Date: Jun-2009
Publisher: Wiley-Blackwell / British Academy of Management
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.
Type: Journal Article
DOI Link:
Rights: Published in the British Journal of Management. Copyright: Wiley-Blackwell / British Academy of Management.; The definitive version is available at
Affiliation: University of Nottingham
Marketing and Retail Division

Files in This Item:
File Description SizeFormat 
BJM Final Version June 2007.pdf120.33 kBAdobe PDFView/Open

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.