Customers sharing their loyalty rewards. A new perspective to increase engagement in Loyalty Programmes.

Are loyalty programmes more attractive if they offer larger individual rewards? How incentives should be framed in order to increase the adoption of products or services? The ongoing research explores these questions. Preliminary results suggest that people would be more engaged with firms offering loyalty programmes that allow them to share part of their reward with relevant peers. The observed preferences are consistent with the typical results from the “dictator game” and others paradigms where social preferences are explored.

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Juan Carpio
Juan Carpio
Doctoral Student