関係性マーケティングにおけるポイントプログラムの効用

抄録

Point program has been widely recognized by consumers and has affected the consumer behavior. Business expects as marketing based on consumer information, and program with the high consumer incentive cost performance. However, there is a challenge in business. Point program cannot be used effectively about consumer information. There is circumscription in the consumer invitation cost performance of point program. We investigate the utility of point program for these.