Start Date
10-12-2017 12:00 AM
Description
Recently, more and more companies started to develop strategies that leverage social media technologies to improve their loyalty programs. However, the question of whether such social media strategies could boost customer engagement and sales remains unknown. In this research-in-progress, we seek to shed light on this question by examining a novel extension that allows loyalty program members to forward coupons and request rewards points to/from friends, with a huge dataset provided by a large quick service restaurant chain. In addition, besides focusing on the customer’s giving behavior in social network, e.g. forwarding the message to others, we’ll also pay attention to the “help-seeking” behavior, e.g. requesting points from others. We will study when involving non-sharable monetary value, how members choose the people who they seek help from, whether the giving and the help-seeking behavior influence sales differently, and how the two types of behavior intertwine with each other.
Recommended Citation
Li, Guangrui; So, Mike K.P.; Zhang, Xiaojun; and Tam, Kar Yan, "Is Socializing Loyalty Programs a Good Idea? – Empirical Evidence from a Large Quick Service Restaurant Chain" (2017). ICIS 2017 Proceedings. 24.
https://aisel.aisnet.org/icis2017/SocialMedia/Presentations/24
Is Socializing Loyalty Programs a Good Idea? – Empirical Evidence from a Large Quick Service Restaurant Chain
Recently, more and more companies started to develop strategies that leverage social media technologies to improve their loyalty programs. However, the question of whether such social media strategies could boost customer engagement and sales remains unknown. In this research-in-progress, we seek to shed light on this question by examining a novel extension that allows loyalty program members to forward coupons and request rewards points to/from friends, with a huge dataset provided by a large quick service restaurant chain. In addition, besides focusing on the customer’s giving behavior in social network, e.g. forwarding the message to others, we’ll also pay attention to the “help-seeking” behavior, e.g. requesting points from others. We will study when involving non-sharable monetary value, how members choose the people who they seek help from, whether the giving and the help-seeking behavior influence sales differently, and how the two types of behavior intertwine with each other.