An emerging theory of loyalty program dynamics Kim, Jisu J.; Steinhoff, Lena; Palmatier, Robert W.
Journal of the Academy of Marketing Science,
2021/1, Letnik:
49, Številka:
1
Journal Article
Recenzirano
As exemplary instruments of relationship marketing, loyalty programs are being implemented and studied at an unprecedented rate. Yet real-world efforts often fail—or at least do not live up to ...expectations—and despite the growing richness of loyalty program literature, the field remains fragmented. Thus, a comprehensive perspective is required. To guide further research and suggest ways that managers might improve loyalty program effectiveness, this article synthesizes insights on loyalty programs from empirical research and underlying psychological theories. The proposed conceptual model of loyalty program effectiveness consists of psychological, design, and operational elements; in turn, it suggests a set of 12 propositions that account for differential effects across customer acquisition, onboarding, expansion, and retention stages. With an evolving theory of loyalty programs across relationship dynamics, this propositional inventory parsimoniously delineates the trade-offs associated with relationship stage–based management of these programs. The proposed comprehensive foundation can guide loyalty program practice and research.
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•Performance implications of buyer and seller strategies vary by revenue sources.•Direct traffic buyers generate the most display ad revenue for the platform.•Organic traffic buyers ...yield more search ad revenue than direct traffic buyers.•Sellers’ uses of value-added services generate the most membership fee revenue.•The revenue effect of these strategies increases after upmarket repositioning.
Most online shopping platform firms generate revenue from three sources: pay-per-click search advertising, pay-per-impression display advertising, and membership fees. The strategies that influence these revenue sources typically are studied individually, rather than in a holistic fashion. In response, this study uses time-series data with 18 million buyers and sellers from 2010 to 2011 and undertakes a quasi-experiment to analyze how the distinct effects of buyer- and seller-side strategies on revenues (1) vary across all three revenue sources and (2) depend differentially on a platform’s upmarket repositioning strategy. The results show that buyers that purchase through direct traffic (e.g., typing in the site address) yield more display advertising and membership fee revenues than those gained through organic traffic (e.g., landing from a search engine). Engagement strategies that appeal to established sellers (i.e., value-added services) yield more search advertising and membership revenue than those that appeal to new sellers (i.e., social forums). An upmarket repositioning strategy (i.e., eliminating low quality sellers) enhances the revenue effects of buyer traffic generation and seller engagement strategies. Post hoc analyses suggest that a 1% increase in direct traffic generates an additional $151,506 in display advertising revenue after (vs. before) the repositioning.
Data Privacy in Retail Martin, Kelly D.; Kim, Jisu J.; Palmatier, Robert W. ...
Journal of retailing,
12/2020, Letnik:
96, Številka:
4
Journal Article
Recenzirano
Odprti dostop
Unprecedented, exponential growth in the amount of consumer data collected by retailers across various customer touchpoints has made safeguarding data privacy a key priority. Data privacy in retail ...contexts requires convergence among three key stakeholders—consumer, retailer, and regulatory—each of which has unique roles and viewpoints. With a global perspective and a multimethod data collection approach, combining in-depth expert interviews, a large-scale consumer survey across four countries, and global case studies, this research identifies three emergent themes for understanding the convergence of these three stakeholders’ interests: (1) big data as a driver of customer relationship performance, (2) profound impacts of regulation, and (3) privacy protection as a proactive retail strategy. These themes underscore the complex interrelations among consumers, retailers, and regulatory forces. The delineated research opportunities in turn may foster deeper understanding of these stakeholders, their perspectives, and their convergence.
This paper studies the impact of sensor measurement error on designing a water quality monitoring network for a river system, and shows that robust sensor locations can be obtained when an ...optimization algorithm is combined with a statistical process control (SPC) method. Specifically, we develop a possible probabilistic model of sensor measurement error and the measurement error model is embedded into a simulation model of a river system. An optimization algorithm is used to find the optimal sensor locations that minimize the expected time until a spill detection in the presence of a constraint on the probability of detecting a spill. The experimental results show that the optimal sensor locations are highly sensitive to the variability of measurement error and false alarm rates are often unacceptably high. An SPC method is useful in finding thresholds that guarantee a false alarm rate no more than a pre-specified target level, and an optimization algorithm combined with the thresholds finds a robust sensor network.
Loyalty programs have been referred to as the ubiquitous customer relationship management tool. However, despite the growing practice and research in loyalty programs, the field remains unclear on ...the effectiveness. Across two essays of this dissertation, I propose an emerging theory of loyalty program dynamics that synthesizes extant insights on loyalty program effectiveness, empirically analyze the key loyalty program enhancement strategies using field data, and conduct two experiments to reveal the mechanisms based on customer relational states. Essay 1 offers a comprehensive model of loyalty program effectiveness based on empirical research and psychological theories. Specifically, the model consists of psychological, design, and operational elements of loyalty programs, and each element is observed in light of customer relationship stages. Through this model, I propose that extant findings on loyalty programs that seem conflicting can be resolved by accounting for the key customer relationship stages—i.e., acquisition, onboarding, expansion, and retention. In closing, this research suggests a set of 12 propositions that account for differential effects across the stages. Essay 2 extends the insights from Essay 1 by empirically testing the differential impact of the key loyalty program enhancements (i.e., points multiplier and expiring promotions) on customer performance that depends on the types of customer relational states (i.e., customer temporal state and loyalty program state). Through a multi-method approach, consisting of a field data analysis and two lab experiments, this research suggests a set of managerial takeaways and future research avenues in loyalty programs literature. With an integrative theory of loyalty program enhancements, this research delineates the trade-offs and mechanisms associated with the key loyalty program enhancement strategies and customer relational dynamics.
Mutations in RAS signaling pathway components cause diverse neurodevelopmental disorders, collectively called RASopathies. Previous studies have suggested that dysregulation in RAS-extracellular ...signal-regulated kinase (ERK) activation is restricted to distinct cell types in different RASopathies. Some cases of Noonan syndrome (NS) are associated with gain-of-function mutations in the phosphatase SHP2 (encoded by
); however, SHP2 is abundant in multiple cell types, so it is unclear which cell type(s) contribute to NS phenotypes. Here, we found that expressing the NS-associated mutant SHP2
in excitatory, but not inhibitory, hippocampal neurons increased ERK signaling and impaired both long-term potentiation (LTP) and spatial memory in mice, although endogenous SHP2 was expressed in both neuronal types. Transcriptomic analyses revealed that the genes encoding SHP2-interacting proteins that are critical for ERK activation, such as GAB1 and GRB2, were enriched in excitatory neurons. Accordingly, expressing a dominant-negative mutant of GAB1, which reduced its interaction with SHP2
, selectively in excitatory neurons, reversed SHP2
-mediated deficits. Moreover, ectopic expression of GAB1 and GRB2 together with SHP2
in inhibitory neurons resulted in ERK activation. These results demonstrate that RAS-ERK signaling networks are notably different between excitatory and inhibitory neurons, accounting for the cell type-specific pathophysiology of NS and perhaps other RASopathies.
In this paper, we propose a novel penetration metric, called deformable penetration depth PD d , to define a measure of inter-penetration between two linearly deforming tetrahedra using the object ...norm 1. First of all, we show that a distance metric for a tetrahedron deforming between two configurations can be found in closed form based on object norm. Then, we show that the PD d between an intersecting pair of static and deforming tetrahedra can be found by solving a quadratic programming (QP) problem in terms of the distance metric with non-penetration constraints. We also show that the PD d between two, intersected, deforming tetrahedra can be found by solving a similar QP problem under some assumption on penetrating directions, and it can be also accelerated by an order of magnitude using pre-calculated penetration direction. We have implemented our algorithm on a standard PC platform using an off-the-shelf QP optimizer, and experimentally show that both the static/deformable and deformable/deformable tetrahedra cases can be solvable in from a few to tens of milliseconds. Finally, we demonstrate that our penetration metric is three-times smaller (or tighter) than the classical, rigid penetration depth metric in our experiments.
Deinoxanthin (DX), a carotenoid, has excellent antioxidant and anti-inflammatory properties. However, owing to its lipophilicity, it is unfavorably dispersed in water and has low stability, limiting ...its application in cosmetics, food, and pharmaceuticals. Therefore, it is necessary to study nanoparticles to increase the loading capacity and stability of DX.
In this study, DX-loaded nanocapsules (DX@NCs) were prepared by nanoprecipitation by loading DX into nanocapsules. The size, polydispersity index, surface charge, and morphology of DX@NCs were confirmed through dynamic light scattering and transmission electron microscopy. The loading content and loading efficiency of DX in DX@NCs were analyzed using high-performance liquid chromatography. The antioxidant activity of DX@NCs was evaluated by DPPH assay and in vitro ROS. The biocompatibility of DX@NCs was evaluated using an in vitro MTT assay. In vitro NO analysis was performed to determine the effective anti-inflammatory efficacy of DX@NCs.
DX@NCs exhibited increased stability and antioxidant efficacy owing to the improved water solubility of DX. The in situ and in vitro antioxidant activity of DX@NCs was higher than that of unloaded DX. In addition, it showed a strong anti-inflammatory effect by regulating the NO level in an in vitro cell model.
This study presents a nanocarrier to improve the water-soluble dispersion and stability of DX. These results demonstrate that DX@NC is a carrier with excellent stability and has a high potential for use in cosmetic and pharmaceutical applications owing to its antioxidant and anti-inflammatory effects.
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