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Loyalittsprogramme im digitalen Wandel
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Jessica Chhen untersucht, warum Konsumenten Mobile Loyalty Apps verwenden oder ablehnen und welche Implikationen sich daraus fr die Anbieter von Loyalittsprogrammen ergeben. Dazu stellt sie ein erweitertes Modell auf Basis der Theory of Planned Behavior auf. Anhand einer Online-Befragung und der statistischen Auswertung der gewonnenen Daten kommt die Autorin u.a. zu der Erkenntnis, dass der Unterhaltungswert einer Mobile Loyalty App fr die Schaffung einer positiven Einstellung wichtiger ist als der konomische Nutzen.
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