Evaluation of Reward Programs Based on Member Preferences and Perceptions of Fairness

ABSTRACT

This research provides a segmentation of reward program members based on perceptions of fairness (POF) and program benefits. The Theory of Justice provides a theoretical foundation to investigate POF for reward programs. Cluster analysis was used to classify 1108 members of a casino reward program on POF (value and communication-based) and importance of benefits (monetary, nonmonetary, and travel-related). The optimal solution produced three clusters in a two-dimensional benefit–fairness taxonomy, which was validated using recommended procedures. “Faithful” members are high in POF and importance of travel-related benefits, “Justice-seekers” are low in POF but consider all benefit types important. “Money-oriented” members” are high in POF and high in importance of monetary benefits. We profiled the loyalty and gambling behaviors of the clusters and examined demographic differences. Each cluster contains meaningful and distinct characteristics that can guide marketing strategies and predict loyalty outcomes.

这项研究提供了一个分割的奖励程序成员的看法公平（POF）和程序的好处。正义理论为POF奖励方案研究提供了理论基础。采用聚类分析对POF赌场奖励计划的1108名成员分类（价值和基于通信的）和重要性（货币、非货币性福利，与旅游相关的）。最佳的解决方案产生了三个集群在一个二维的利益-公平分类，这是验证使用建议的程序。 “忠诚”的成员在POF很高，与旅行相关的利益的重要性，“正义的追求者”是低的POF，但考虑所有的利益类型重要。 “钱本位”的成员在POF很高，货币利益的重要性很高。 我们的忠诚度和赌博行为的集群和检查人口差异。每个集群包含有意义和鲜明的特点，可以指导营销策略和预测忠诚度的结果。

KEYWORDS:

• fairness
• loyalty
• reward program
• segmentation
• Theory of Justice