EconPapers    
Economics at your fingertips  
 

Strategic Consumers, Revenue Management, and the Design of Loyalty Programs

So Yeon Chun () and Anton Ovchinnikov ()
Additional contact information
Anton Ovchinnikov: Smith School of Business, Queen’s University, Kingston, Ontario K7L 3N6, Canada; INSEAD, 77305 Fontainebleau, France

Management Science, 2019, vol. 65, issue 9, 3969-3987

Abstract: We study the interaction between the design of a premium-status loyalty program, revenue management, and strategic consumer behavior. Specifically, we consider a contemporaneous change where firms across several industries switch their loyalty programs from quantity-based toward spending-based designs. This change has been met with fierce opposition from the media and consumers. Building on the microfoundations of strategic, forward-looking, and status-seeking consumer behavior, we endogenize strategic consumer response to firms’ pricing and loyalty program design decisions, and we characterize conditions under which, by coordinating these decisions, firms can benefit from strategic consumer behavior. We further show that by switching to a spending-based design, firms can benefit from strategic behavior even more, under broader conditions, and in a Pareto-improving way. Finally, we also analyze combined designs, which utilize a combination of quantity and/or spending requirements, and show how they can be used to better manage the transition toward spending-based designs, possibly minimizing negative consumer reactions.

Keywords: operations and marketing interface; strategic consumer behavior; pricing; loyalty (reward) programs; premium status; revenue management (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
https://doi.org/10.1287/mnsc.2018.3139 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormnsc:v:65:y:2019:i:9:p:3969-3987

Access Statistics for this article

More articles in Management Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Matthew Walls ().

 
Page updated 2021-02-08
Handle: RePEc:inm:ormnsc:v:65:y:2019:i:9:p:3969-3987