The effect of tokenized rewards on customer loyalty programs
研究了酒店忠诚度计划中代币化奖励对客户感知和行为的影响，发现代币化奖励能提升奖励的新颖性和心理所有权，从而增加客户忠诚度，但对经济型酒店效果不佳。
This work investigates customer responses to the tokenization of hotel loyalty programs. Drawing on self-enhancement theory, Study 1 investigates the effect of reward type (i.e. control vs tokenized reward) on customers' perceptions of the reward (i.e. economic value, program attractiveness) and their behavioral intentions towards the hotel (i.e. switching intentions, recommendation intentions). Findings highlight reward novelty and psychological ownership as two mediators of the above relationships. Study 2 replicates these effects in a cryptocurrency owner context. Study 3 examines the effect of the hotel's type (i.e. luxury vs budget) on the reward type-customer responses relationship. We showcase that tokenized rewards generate a more favourable attitude towards loyalty programs and that they remain an effective customer acquisition strategy for high-end hotels. • Tokenized rewards enable hotels to upgrade their loyalty programs. • Offering tokenized rewards increases booking intentions to the hotel. • Tokenized rewards increase the perceived economic value of a discount. • Tokenized rewards enhance the attractiveness of reward schemes for customers. • We advise budget hotels against introducing tokenized rewards.