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Strategic Loyalty Reward in Dynamic Price Discrimination

Author

Listed:
  • Bernard Caillaud

    (PSE - Paris-Jourdan Sciences Economiques - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - INRA - Institut National de la Recherche Agronomique - EHESS - École des hautes études en sciences sociales - ENPC - École des Ponts ParisTech - CNRS - Centre National de la Recherche Scientifique, PSE - Paris School of Economics - UP1 - Université Paris 1 Panthéon-Sorbonne - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - EHESS - École des hautes études en sciences sociales - ENPC - École des Ponts ParisTech - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Romain de Nijs

    (PSE - Paris School of Economics - UP1 - Université Paris 1 Panthéon-Sorbonne - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - EHESS - École des hautes études en sciences sociales - ENPC - École des Ponts ParisTech - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, PSE - Paris-Jourdan Sciences Economiques - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - INRA - Institut National de la Recherche Agronomique - EHESS - École des hautes études en sciences sociales - ENPC - École des Ponts ParisTech - CNRS - Centre National de la Recherche Scientifique)

Abstract

In a dynamic model with overlapping generations of consumers, we study duopolistic competition when firms can price discriminate, at each period, between their previous customers and the consumers that they have never served. Long-term contracts are not enforceable. In (Markov-perfect) equilibrium, one firm charges higher prices to its past customers than to its new customers, as past customers have revealed their strong preferences for the firm; the other firm, however, rewards its previous customers by charging lower prices to them than to its new customers. This loyalty reward strategy comes from the interplay between the firms' usual incentive to extract surplus from consumers with revealed strong preferences and their incentives to acquire information and to recognize their young loyal customers. The result also relies on the firms' inability a priori to tell different generations apart. It is the outcome of the unique equilibrium of a simplified two-period (or T-period) version of the game and holds with forward-looking consumers who are impatient enough.

Suggested Citation

  • Bernard Caillaud & Romain de Nijs, 2014. "Strategic Loyalty Reward in Dynamic Price Discrimination," PSE-Ecole d'économie de Paris (Postprint) halshs-01109042, HAL.
  • Handle: RePEc:hal:pseptp:halshs-01109042
    DOI: 10.1287/mksc.2013.0840
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    Citations

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    Cited by:

    1. Walter Beckert & Paolo Siciliani, 2021. "Protecting sticky consumers in essential markets," IFS Working Papers W21/10, Institute for Fiscal Studies.
    2. Torsten J. Gerpott & Jan Berends, 2022. "Competitive pricing on online markets: a literature review," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 21(6), pages 596-622, December.
    3. Colombo, Stefano, 2015. "Should a firm engage in behaviour-based price discrimination when facing a price discriminating rival? A game-theory analysis," Information Economics and Policy, Elsevier, vol. 30(C), pages 6-18.
    4. Miettinen, Topi & Stenbacka, Rune, 2018. "Strategic short-termism: Implications for the management and acquisition of customer relationships," Journal of Economic Behavior & Organization, Elsevier, vol. 153(C), pages 200-222.
    5. Florez-Acosta, Jorge, 2021. "Do preferences for private labels respond to supermarket loyalty programs?," Journal of Economic Behavior & Organization, Elsevier, vol. 188(C), pages 183-208.
    6. Capponi, Giovanna & Corrocher, Nicoletta & Zirulia, Lorenzo, 2021. "Personalized pricing for customer retention: Theory and evidence from mobile communication," Telecommunications Policy, Elsevier, vol. 45(1).
    7. Xuan Wang & Chi To Ng, 2020. "New retail versus traditional retail in e-commerce: channel establishment, price competition, and consumer recognition," Annals of Operations Research, Springer, vol. 291(1), pages 921-937, August.
    8. Stefano Colombo & Clara Graziano & Aldo Pignataro, 2021. "History-Based Price Discrimination with Imperfect Information Accuracy and Asymmetric Market Shares," CESifo Working Paper Series 9049, CESifo.
    9. Elias Carroni, 2018. "Behaviour-based price discrimination with cross-group externalities," Journal of Economics, Springer, vol. 125(2), pages 137-157, October.
    10. Elias Carroni, 2018. "Poaching in media: Harm to subscribers?," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 27(2), pages 221-236, June.
    11. Wang, Sujuan & Hu, Qiying & Liu, Weiqi, 2017. "Price and quality-based competition and channel structure with consumer loyalty," European Journal of Operational Research, Elsevier, vol. 262(2), pages 563-574.
    12. Guizzardi, Andrea & Mariani, Marcello M. & Stacchini, Annalisa, 2022. "A temporal construal theory explanation of the price-quality relationship in online dynamic pricing," Journal of Business Research, Elsevier, vol. 146(C), pages 32-44.
    13. Arieh Gavious & Ella Segev, 2017. "Price Discrimination Based on Buyers’ Purchase History," Dynamic Games and Applications, Springer, vol. 7(2), pages 229-265, June.
    14. Florian Morath & Johannes Münster, 2018. "Online Shopping and Platform Design with Ex Ante Registration Requirements," Management Science, INFORMS, vol. 64(1), pages 360-380, January.
    15. Michael D. Wittman & Peter P. Belobaba, 2017. "Personalization in airline revenue management – Heuristics for real-time adjustment of availability and fares," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 16(4), pages 376-396, August.
    16. De Nijs, Romain, 2017. "Behavior-based price discrimination and customer information sharing," International Journal of Industrial Organization, Elsevier, vol. 50(C), pages 319-334.
    17. Przemysław Jeziorski & Elena Krasnokutskaya & Olivia Ceccarini, 2019. "Skimming from the Bottom: Empirical Evidence of Adverse Selection When Poaching Customers," Marketing Science, INFORMS, vol. 38(4), pages 543-566, July.
    18. Walter Beckert & Paolo Siciliani, 2022. "Protecting Sticky Consumers in Essential Markets," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 61(3), pages 247-278, November.
    19. Seung Hwan (Shawn) Lee & Scott Fay, 2017. "Why offer lower prices to past customers? Inducing favorable social price comparisons to enhance customer retention," Quantitative Marketing and Economics (QME), Springer, vol. 15(2), pages 123-163, June.
    20. Zha, Yong & Wu, Xiangxiang & Liu, Haonan & Yu, Yugang, 2023. "Impact of a Platform Developer's Entry on the Device Manufacturer with Different Power Structures and Revenue Models," Omega, Elsevier, vol. 115(C).
    21. Zan Zhang & Guofang Nan & Minqiang Li & Yong Tan, 2022. "Competitive Entry of Information Goods Under Quality Uncertainty," Management Science, INFORMS, vol. 68(4), pages 2869-2888, April.
    22. Umezawa, Masashi, 2022. "Behavior-based price discrimination in a horizontally and vertically differentiated duopoly with switching costs," Information Economics and Policy, Elsevier, vol. 61(C).
    23. Ki-Eun Rhee & Raphael Thomadsen, 2017. "Behavior-Based Pricing in Vertically Differentiated Industries," Management Science, INFORMS, vol. 63(8), pages 2729-2740, August.
    24. Daozhi Zhao & Mingyang Chen, 2019. "Ex-ante versus ex-post destination information model for on-demand service ride-sharing platform," Annals of Operations Research, Springer, vol. 279(1), pages 301-341, August.
    25. Su, Min & Luan, Weixin & Sun, Tianyao, 2019. "Effect of high-speed rail competition on airlines’ intertemporal price strategies," Journal of Air Transport Management, Elsevier, vol. 80(C), pages 1-1.

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