Proposal for classifying multisponsor loyalty program rewards scheme

• Autores: Pedro José Reinares Lara, Alicia Blanco González
• Localización: Estableciendo puentes en una economía global / coord. por Julio Pindado García, Gregory Payne, Vol. 1, 2008 (Ponencias), ISBN 978-84-7356-556-1, pág. 51
• Idioma: inglés
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• Resumen

  • The authors propose a classification of the rewards offered by multi sponsor loyalty programs whose added value is that it is elaborated from the point of view of the demand (the program users).Despite their presence in every industry, their clear economic implications, and recent academic interest in them, there are still basic deficiencies in an element considered essential to the administration and positioning of these programs: their rewards scheme. The purpose of this reward classification is to incorporate typologies not proposed massively till now by loyalty programs, which would be useful in subsequent investigations.