The Paradox of Points Theoretical Foundation and Empirical Evidence
In his research, Sören Köcher provides valuable insights on the paradoxical effects of the magnitude of a loyalty program medium—i.e. the sheer number of points, miles, or stamps credited for every purchase and required for reward redemption—on the centra
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book series ”Applied Marketing Science / Angewandte Marketingforschung“ is designated to the transfer of top-end scientific knowledge to interested practitioners. Books from this series are focused – but not limited – to the field of Marketing Channels, Retailing, Network Relationships, Sales Management, Brand Management, Consumer Marketing and Relationship Marketing / Management. The industrial focus lies primarily on the service industry, consumer goods industry and the textile / apparelindustry. The issues in this series are either edited books or monographs. Books are either in German or English language; other languages are possible upon request. Book volumes published in the series ”Applied Marketing Science / Angewandte Marketingforschung“ will primarily be aimed at interested managers, academics and students of marketing. The works will not be written especially for teaching purposes. However, individual volumes may serve as material for marketing courses, upper-level MBA- or Ph.D.-courses in particular.
Editorial Board Prof. Dr. Dieter Ahlert Universität Münster, Deutschland
Prof. Dr. Gopalkrishnan R. Iyer Florida Atlantic University, USA
Prof. Dr. Christof Backhaus Newcastle University, UK
Prof. Dr. Lou Pelton University of North Texas, USA
Prof. Dr. Markus Blut Newcastle University, UK
Prof. Dr. Jan Hendrik Schumann Universität Passau, Deutschland
Jun.‐Prof. Dr. Christian Brock Universität Friedrichshafen, Deutschland
Prof. Dr. Arun Sharma University of Miami, USA
Prof. Dr. Andreas Eggert Universität Paderborn, Deutschland
Prof. Dr. Florian von Wangenheim ETH Zürich, Schweiz
Prof. Dr. Heiner Evanschitzky Aston Business School, UK
Prof. Dr. David M. Woisetschläger Technische Universität Braunschweig, Deutschland
Dr. Ina Garnefeld Universität Wuppertal, Deutschland Dr. Josef Hesse Münster, Deutschland Prof. Dr. Hartmut H. Holzmüller Technische Universität Dortmund, Deutschland
Prof. Dr. Nancy Wünderlich Universität Paderborn, Deutschland
Sören Köcher
The Paradox of Points Theoretical Foundation and Empirical Evidence of Medium Magnitude Effects in Loyalty Programs With a foreword by Prof. Dr. Hartmut H. Holzmüller
Sören Köcher Dortmund, Germany Doctoral Dissertation, TU Dortmund University, 2014
Applied Marketing Science / Angewandte Marketingforschung ISBN 978-3-658-09542-0 ISBN 978-3-658-09543-7 (eBook) DOI 10.1007/978-3-658-09543-7 Library of Congress Control Number: 2015936081 Springer Gabler © Springer Fachmedien Wiesbaden 2015 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, speci¿cally the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on micro¿lms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publicat
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