@article{beyrouthy2019trends,
  title = {Trends in Loyalty Points Redemption in a  Lebanese Commercial Bank},
  author = {Ghassan BEYROUTHY and Mira THOUMY and Elissa BOU ARBID},
  year = 2019,
  url = {https://ibimapublishing.com/articles/JOMS/2019/749711/},
  journal = {Journal of Organizational Management Studies},
  volume = 2019,
  pages = 15,
  doi = 10.5171/2019.749711,
  abstract = {This research investigates the impact of demographical factors and cardholders’ attributes on their credit card spending and accumulation of loyalty points; after the introduction of a loyalty program.This study consists of a sample of 507 active bank clients over a period of 2 years (since the inception of the program), using a deductive quantitative reasoning. The results show that the frequency of redemption; the total of points redeemed in various categories of rewards and income; are predictive of the total spending on cards whereas no variation with respect to gender, marital status, profession, average income and country of residence was statistically significant. The Miles redemption category remarkably exhibits increasing coefficients in 2017 compared to 2016 (+10.2%); while the Cashback and Gifts categories coefficients significantly decreased (-58.75% and 82% respectively). Thus clients perceived the value of redeeming their points through Miles and not Cashback. Moreover, an increase in the frequency of redemption and the number of new active clients in 2017 were observed, all indicating the increase of clients’ loyalty to the bank through increased spending on their cards.The findings provide a valuable insight to the studied bank’s management and equip them with information on the attributes relevant to their clients, especially those who are active on the bank’s loyalty program and are continuously redeeming their collected points. It also gives a new perspective for policy makers in the financial institutions on the factors that affect the spending behavior of clients on their cards and the patterns behind the accumulation of loyalty points. },
  keywords = {Credit Cards, Credit Card Spending, Demographical Factors, Loyalty, Loyalty Program, Rewards Program, Redemption, Points Redemption, Cardholder},
  note = Article ID: 749711
}