How desirable is the medium? Effect of point accumulation scheme on consumer loyalty toward reward program

An accruable point scenario study was applied to examine the effect of point-accumulation trend (diminishing vs. increasing) and nominal value (small large) a medium for repeated consumption on program loyalty. The results showed that both factors affect consumer loyalty toward reward program. Consumers who received with an increasing accumulation large perceived be more valuable than those diminishing small value. confirmed or increased perception However, when desirability controlled, reduced almost negligible whereas remained same. These findings suggest how perceptions programs can practically managed through processes.