Reward Redemption Behaviour in Retail Loyalty Schemes*
利用英国一家领先零售商的个体持卡人交易记录和定性研究，描述了奖励兑换行为的类型和分类，包括不兑换的情况，并通过聚类分析识别出三种兑换行为模式。
In most retailer loyalty schemes, cardholders obtain ‘points’ based on their purchases. These points may be redeemed for rewards. This paper uses individual cardholder transaction records from a leading UK retailer and a related qualitative study to investigate this redemption behaviour. It provides a description and taxonomy of reward redemption behaviour, including non‐redemption. Amongst those that do redeem points, different types of redemption behaviour are found. Cluster analysis produced a three‐cluster solution. Explanations of this behaviour and the taxonomy are developed through the qualitative research. Implications for loyalty scheme management and research into loyalty schemes are identified.