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The role of marketing channels in consumers’ promotional point redemption decisions
Journal article   Peer reviewed

The role of marketing channels in consumers’ promotional point redemption decisions

Chen Li, Srinivasan Swaminathan and Junhee Kim
Journal of business research, v 125, pp 314-323
Mar 2021
DOI: https://doi.org/10.1016/j.jbusres.2020.12.026

Abstract

Loyalty program Marketing channel Point redemption Sales promotion
Organizations employ loyalty programs to entice customers to repurchase their products and services. One popular promotional tool is the award of loyalty points. For this promotion to be effective, customers need to redeem these points. Currently, researchers opine that customers tend to stockpile these points. This study investigates customers’ point redemption behavior in an omni-channel environment and posits that point redemption is a two-stage decision: whether to redeem and how many points to redeem. In the first stage, the results show that purchasing through PC channel positively impacts the probability of redeeming the points. However, in the second stage, purchasing through the mobile channel has a positive effect on the number of points redeemed. In an omni-channel world, different channels complement each other by enhancing the effectiveness of various marketing activities. Findings of this research highlight the role played by the online channels in encouraging customers’ point redemption behavior.

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5 citations in Web of Science
5 citations in Scopus

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Collaboration types
Domestic collaboration
Web of Science research areas
Business
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