KOREASCHOLAR

IMPACT OF RETAILERS’ GOAL-DIRECTED MOTIVATIONAL PROMOTIONS ON CUSTOMERS’ PARTICIPATION

Takashi Teramoto, Hiroyuki Tsurumi, Eiji Motohashi, Takashi Watanabe, Shin Sato, Takuma Kobayashi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422904
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
p.845
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Many retailers and food service providers offer programs as part of their loyalty programs in which customers are given stamps for each purchase of a qualifying product or service and redeemed for a reward once a certain number of stamps have been accumulated. We identify which stimuli in such goal-directed motivational promotions induce customers to participate in the program.

Keyword
Goal-directed behaviorPartnership loyalty programStamp collectingMulti-phase taskPurchase interval
Author
  • Takashi Teramoto(Chuo University, Japan)
  • Hiroyuki Tsurumi(Yokohama National University, Japan)
  • Eiji Motohashi(Yokohama National University, Japan)
  • Takashi Watanabe(CCC MK HOLDINGS, Japan)
  • Shin Sato(CCC MK HOLDINGS, Japan)
  • Takuma Kobayashi(CCC MK HOLDINGS, Japan)