Anzeige
Erschienen in:
2015 | OriginalPaper | Buchkapitel
Investigating the Customers’ Loyalty to Technology-Based Self-Service Coupons
verfasst von : Ali Besharat
Erschienen in: Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
This paper investigates how various demographic, socioeconomic, psychological characteristics of consumers and situational factors relate to coupon-redemption behavior can predict customers’ coupon’s loyalty when coupon redemption is through a technology-based self-service. The analyses showed that females who are full-time employed, and people who annually earn less than population median income indicate more loyalty to TBSS coupons. Also, the level of coupon’s enjoyment, perceived economic benefit of TBSS coupons, computer self-efficacy skills, and frequency of the redemption of TBSS coupons significantly influence the amount of the coupon loyalty.