The study identifies four consumer categories regarding loyalty points: Money advocates prefer cash, Currency impartialists value points and cash equally, Point gamers seek redemption advantages, while Point lovers prioritize points over cash.
Consumer behavior reveals that loyalty points are not treated uniformly and can even define the nature of the user’s priorities in terms of value during transactions.
The substantial growth in flight redemptions demonstrates the increasing influence of loyalty points, reflecting both consumer preferences and the evolving landscape of loyalty programs.
Companies must understand these consumer perspectives to effectively manage loyalty programs, tailoring strategies to engage different types of points users.
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