earticle

영어

Businesses need loyalty programs to attract and retain clients. Mobile usage, rapid technology progress, and dynamic social landscapes make it necessary to continuously monitor customer behavior to assure loyalty program success. We examined transaction data from SPC, a prominent Korean F & B company, to determine how different factors affect customers' point redemption decisions. A binary logit model and customer-level panel regression were used to examine customer spending and point usage patterns before and after the COVID-19 outbreak, focusing on different usage levels. After the epidemic, low- and high-usage users cut spending, transactions, and points. Low-usage clients used points for purchases more often, redeemed more points, and utilized more points per transaction. These findings contribute to loyalty program research and offer managerial implications for mobile loyalty program optimization.