The design and efficiency of loyalty rewards
The goal of this paper is to reexamine the optimal design and efficiency of loyalty rewards in markets for final consumption goods. While the literature has emphasized the role of loyalty rewards as endogenous switching costs (which distort the efficient allocation of consumers), in this paper I analyze the ability of alternative designs to foster consumer participation and increase total surplus. First, the efficiency of loyalty rewards depend on their specific design. A commitment to the price of repeat purchases can involve substantial efficiency gains by reducing price-cost margins. However, discount policies imply higher future regular prices and are likely to reduce total surplus. Second, firms may prefer to set up inefficient rewards (discounts), especially in those circumstances where a commitment to the price of repeat purchases triggers Coasian dynamics.
|Date of creation:||26 Oct 2009|
|Date of revision:|
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- Hartmann, Wesley R. & Viard, V. Brian, 2007.
"Do Frequency Reward Programs Create Switching Costs? A Dynamic Structural Analysis of Demand in a Reward Program,"
1941r, Stanford University, Graduate School of Business.
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"Are loyalty-rewarding pricing schemes anti-competitive?,"
228, Barcelona Graduate School of Economics.
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Harvard Institute of Economic Research Working Papers
1871, Harvard - Institute of Economic Research.
- Byung-Do Kim & Mengze Shi & Kannan Srinivasan, 2001. "Reward Programs and Tacit Collusion," Marketing Science, INFORMS, vol. 20(2), pages 99-120, June.
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