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Loyalitätsprogramme im digitalen Wandel

Loyalitätsprogramme im digitalen Wandel

Jessica Chhen

85,44 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2019
Materia
Investigación de mercado
ISBN:
9783658284039
85,44 €
IVA incluido
Disponible

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Sobre IBD

Jessica Chhen untersucht, warum Konsumenten Mobile Loyalty Apps verwenden oder ablehnen und welche Implikationen sich daraus für die Anbieter von Loyalitätsprogrammen ergeben. Dazu stellt sie ein erweitertes Modell auf Basis der Theory of Planned Behavior auf. Anhand einer Online-Befragung und der statistischen Auswertung der gewonnenen Daten kommt die Autorin u.a. zu der Erkenntnis, dass der Unterhaltungswert einer Mobile Loyalty App für die Schaffung einer positiven Einstellung wichtiger ist als der ökonomische Nutzen.

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