The Design and efficiency of loyalty rewards
Contribuinte(s) |
Universitat Autònoma de Barcelona. Unitat de Fonaments de l'Anàlisi Econòmica Institut d'Anàlisi Econòmica |
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Data(s) |
13/05/2010
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Resumo |
The goal of this paper is to reexamine the optimal design and efficiency of loyalty rewards in markets for final consumption goods. While the literature has emphasized the role of loyalty rewards as endogenous switching costs (which distort the efficient allocation of consumers), in this paper I analyze the ability of alternative designs to foster consumer participation and increase total surplus. First, the efficiency of loyalty rewards depend on their specific design. A commitment to the price of repeat purchases can involve substantial efficiency gains by reducing price-cost margins. However, discount policies imply higher future regular prices and are likely to reduce total surplus. Second, firms may prefer to set up inefficient rewards (discounts), especially in those circumstances where a commitment to the price of repeat purchases triggers Coasian dynamics. |
Formato |
30 205444 bytes application/pdf |
Identificador | |
Idioma(s) |
eng |
Relação |
Working papers; 789.09 |
Direitos |
Aquest document està subjecte a una llicència d'ús de Creative Commons, amb la qual es permet copiar, distribuir i comunicar públicament l'obra sempre que se'n citin l'autor original, la universitat, la unitat i l’institut i no se'n faci cap ús comercial ni obra derivada, tal com queda estipulat en la llicència d'ús (http://creativecommons.org/licenses/by-nc-nd/2.5/es/) |
Palavras-Chave | #Fidelització |
Tipo |
info:eu-repo/semantics/workingPaper |