Sadakat Programlarında Verilen Ödüllerin Değer Algısı ve Program Sadakati Üzerine Etkileri
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This study investigates the effects of mobile loyalty programs’ rewards on perceived value of loyalty program and program loyalty. Rewards given in the loyalty programs are classified according to their timing (immediate and delayed) and type (direct and indirect) in the study. The aim of the study is investigate if there is any differentiation with respect to timing and type of reward on value perception and program loyalty. In addition to that, the study is aiming to find the relationship between value perception and program loyalty. Moreover, the study is also investigating the effects of different reward components on value perception and program loyalty. For these purposes, semi-experimental design is conducted and the data is collected from 240 participants who use mobile applications as a sample. In order to test the hypothesis and resarch questions which are composed according to the aim of the study, Independent Sample t-Test, Regression Analysis and Univariate ANOVA have been used. According to the results of the study, it is proven that in the mobile loyalty programs, immediate and delayed rewards are not significantly differentiated for value perception just like direct and indirect rewards. When looking at the relationship between rewards and program loyalty, program loyalty is not different between immediate and delayed rewards. However, there is a significant difference according to type of the rewards given in the mobile loyalty program and program loyalty is higher for direct rewards than indirect rewards. In addition to these results, it is also found that perceived value of a loyalty program has a positive effect on program loyalty for every reward components given in the study. When the effects of reward components on value perception and program loyalty tested, there was not any significant relationship between them.
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