Abstract

Considering the heterogeneity of customer purchase behavior in loyalty programs partnerships, in the asymmetric situation of enterprise A who joins the loyalty programs partnerships while enterprise B who implements customer loyalty programs alone, discussing the win-win mechanism of loyalty programs partnerships through the two stage game model, and providing equilibrium price and asymmetric equilibrium existence conditions of enterprise A and B. The results show that the profits of enterprise A who joins loyalty programs partnerships is higher than the profits of the two enterprises who don’t join loyalty programs partnerships, and the profits of enterprise B who doesn’t join loyalty programs partnerships is higher than the profits of the two enterprises who both join the loyalty programs partnerships.

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