Customer segment transition through the customer loyalty program
نویسندگان
چکیده
Purpose This study presents the applicability of a model-based approach for loyalty program forecasting using smartphone app in digital strategy retail industry. Design/methodology/approach The authors develop dynamic model with cyclical structure customer segments through experience. They use time-series data on number members program, “Seven Mile Program” and confirm validity approximate calculation segment share, sales share aggregate performance. present three medium-term forecast scenarios after launch payment service linked program. Findings sum two shares (the quasi-excellent excellent ratios) is about 30% each scenario, consistent an essential (true loyalty) obtained existing empirical study. Research limitations/implications Digital industry should focus more estimating average amounts aggregated customers digitalization side than individual journeys responses. Practical implications Multi-scenario evaluation simulation models from systemic view can be used decision-making retailing strategies. Originality/value builds that integrates cyclicality transition experiences into matrix framework, which method has previously been hospitality
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ژورنال
عنوان ژورنال: Asia Pacific Journal of Marketing and Logistics
سال: 2021
ISSN: ['1758-4248', '1355-5855']
DOI: https://doi.org/10.1108/apjml-09-2020-0630