عنوان مقاله:Effects of a reward program on inducing desirable customer behaviors: The role of purchase purpose, reward type and reward redemption timingترجمه عنوان مقاله:تاثیر برنامه های تشویقی بر شکل گیری رفتار مطلوب مشتریان: نقش اهداف خرید، انواع پاداش و زمان اعطای پاداشAbstract:For capacity-constrained service firms, efforts to balance supply and demand have been centered on themanagement of demand, service processes and service employees. Despite the significant role customersplay in the service process, few attempts have been made to manage customer roles toward that end.Meanwhile, concerns have been expressed about the potential negative impact on customer satisfactionby the firm’s effort to steer customer behaviors for the firm’s benefit. Thus, it is crucial to minimize theseundesirable customer effects in such an attempt. In this study, we propose a customer reward programas a possible customer approach and empirically test its effectiveness.Further, we test the impact of customer understanding of the firm’s entitlement to profit upon thedegree of the customer’s voluntary behavior for the firm’s benefit. The effect of justice evaluations ofthe reward program on customer adoption of the program is also examined. Finally, effects of customercharacteristic (purchase purpose) and reward attributes (type and redemption timing) on the rewardprogram’s effectiveness are evaluated. Findings of this study contribute to the extension of the servicecapacity management literature, and offer service managers valuable insights about using a customerprogram as a means to better match supply and demand.این مقاله در سال 2012 به چاپ رسیده است.این فایل در قالب پی دی اف است.