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Do coalition loyalty programs really work. Analyzing the effect of coalition loyalty program

Наименование публикации:Do coalition loyalty programs really work. Analyzing the effect of coalition loyalty program Авторы:Скоробогатых И. И. , Сидорчук Р. Р., Мешков А. А., Мусатов Б. В., Ивашкова Н. И.
Тематическая область:Экономика и экономические науки
Вид публикации:Статья в журнале
Электронная публикация:НетЯзык издания:АнглийскийГод издания:2016Страна издания: Индия Наименование журнала или сборника:Indian Journal of Science and TechnologyНомер журнала (с указанием года):Volume 9, Issue 14, 1 April 2016, Article number 91093Наименование издательства:Indian Society for Education and EnvironmentКод ISSN или ISBN:0974-6846Количество страниц:9Количество печатных листов:0,6Индексация:ScopusБиблиографическая ссылка:Roman Sidorchuk*, Irina Skorobogatykh, Aleksey Meshkov, Natalia Ivashkova and Boris Musatov (2016) Do Coalition Loyalty Programs Really Work? Analyzing the Effect of Coalition Loyalty Program. // Indian Journal of Science and Technology, Vol 9(14), DOI: 0.17485/ijst/2016/v9i14/91093, April 2016, pp. 1-9Аннотация (реферат):

​​​Background: This study is the continuation of earlier studies of analyzing the effectiveness of coalition loyalty programs

for partner companies. This study includes an analysis of some effects of the Malina Coalition Program. Method: Popular
lift and shift efficiency criteria have been chosen for the analysis. Statistical studies of turnout indexes, associated with
various consumer categories, new consumers, prices, etc. were conducted. The following hypothesis of this study was
developed: great share of effects achieved by the partner company, which is participated in the loyalty program could
not be referred only to the shift and lift effects Findings: According to our analysis, the effectiveness of coalition loyalty
programs could be one of the question for some companies to make a decision to participate in such programs. While
applying well-known methods for efficiency analysis and evaluation, lack of criterial validity record refers expansion of
product’s consumption, generated by new customers, participating in the program; and increase the buying activity of
the existing customers, participating in the program, to the coalition loyalty program, which has been shown in the study.
Applications/Improvements: Additional effects of participation in coalition loyalty programs are neglected due to the
limitations of popular methods for effectiveness evaluation, like lift and shift effects. Research had shown that impact of
these and other factors should be taken into account in combination for every case for coalition loyalty program partners
and for the operator of the program.

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