Segregation vs aggregation in the loyalty program: the role of perceived uncertainty

Youjae Yi · Hoseong Jeon · Beomjoon Choi

24 citations0/0 files storedEuropean Journal of Marketing

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Customer Service Quality and Loyalty Decision-Making and Behavioral Economics Consumer Market Behavior and Pricing

Abstract

Purpose The present study seeks to examine how perceived uncertainty of reward schedule and reward frame (i.e. segregated vs aggregated) affect consumers ' evaluation of loyalty programs.

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1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1961Risk, Ambiguity, and the Savage Axioms 1985An attributional theory of achievement motivation and emotion.1984Choices, values, and frames.2013Choices, Values, and Frames 1985Mental Accounting and Consumer Choice 2008Mental Accounting and Consumer Choice

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