代币化奖励对客户忠诚度计划的影响

IF 10.4 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Achilleas Boukis
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引用次数: 0

摘要

本研究调查了顾客对酒店忠诚度计划代币化的反应。根据自我提升理论,研究 1 探讨了奖励类型(即控制奖励与代币化奖励)对顾客对奖励的感知(即经济价值、项目吸引力)以及顾客对酒店的行为意向(即转换意向、推荐意向)的影响。研究结果强调,奖励的新颖性和心理所有权是上述关系的两个中介。研究 2 在加密货币所有者的背景下复制了这些效果。研究 3 探讨了酒店类型(即豪华酒店与经济型酒店)对奖励类型-客户反应关系的影响。我们发现,代币化奖励会让顾客对忠诚度计划产生更多好感,对于高端酒店来说,代币化奖励仍然是一种有效的顾客获取策略。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The effect of tokenized rewards on customer loyalty programs
This work investigates customer responses to the tokenization of hotel loyalty programs. Drawing on self-enhancement theory, Study 1 investigates the effect of reward type (i.e. control vs tokenized reward) on customers' perceptions of the reward (i.e. economic value, program attractiveness) and their behavioral intentions towards the hotel (i.e. switching intentions, recommendation intentions). Findings highlight reward novelty and psychological ownership as two mediators of the above relationships. Study 2 replicates these effects in a cryptocurrency owner context. Study 3 examines the effect of the hotel's type (i.e. luxury vs budget) on the reward type-customer responses relationship. We showcase that tokenized rewards generate a more favourable attitude towards loyalty programs and that they remain an effective customer acquisition strategy for high-end hotels.
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来源期刊
CiteScore
19.10
自引率
9.10%
发文量
135
审稿时长
42 days
期刊介绍: The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.
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