Joint modeling of effects of customer tier program on customer purchase duration and purchase amount |
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| Institution: | 1. Graduate School of Economics, Keio University, 2-15-45 Mita, Minato-ku, Tokyo, 108-8345, Japan;2. Faculty of Economics, Keio University, 2-15-45 Mita, Minato-ku, Tokyo, 108-8345, Japan;3. RIKEN Center for Advanced Intelligence Project, Nihonbashi 1-chome Mitsui Building, 15th Floor, 1-4-1 Nihonbashi, Chuo-ku, Tokyo, 103-0027, Japan;1. P G Department of Commerce, University of Jammu, Jammu, 180006, Jammu & Kashmir, India;2. P G Department of Commerce University of Jammu, Jammu, 180006, Jammu and Kashmir, India;3. Operations Management, College of Business, University of Louisville, Louisville, KY, 40292, USA;4. Operations Management, Department of Logistics and Maritime Studies, The Hong Kong Polytechnic University, Hung Hom, Hong Kong;1. School of Marketing and International Business, Victoria University of Wellington, PO Box 600, Wellington, New Zealand;2. College of Business Zayed University Abu Dhabi Campus, P.O. Box 144534, Abu Dhabi, United Arab Emirates;3. College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates;4. School of Business Administration, American University of Sharjah, PO Box 26666, Sharjah, United Arab Emirates;1. Univ Rennes, CNRS, CREM – UMR 6211, 11 rue Jean Macé, CS 70803, 35708, Rennes Cedex 7, France;2. Univ Rennes, CNRS, CREM – UMR 6211, 11 rue Jean Macé, CS 70803, 35708, Rennes Cedex 7, France;3. Rennes School of Business, 2 rue Robert d''Arbrissel, 35065 Rennes, France;4. University Paris Dauphine-PSL, DRM MOST – UMR CNRS 7088, Place du Maréchal de Lattre de Tassigny, 75775, Paris Cedex 16, France;1. Qatar University, Qatar;2. Liverpool John Moores University, United Kingdom |
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| Abstract: | Nowadays, many supermarkets implement a customer tier program to increase their profits because it is expected to raise customers' willingness to purchase by setting thresholds. However, designing an appropriate program is difficult because each customer's heterogeneous purchase behavior is difficult to capture. Therefore, we simultaneously modeled purchase frequency and amount through a marked point process approach while considering program effects and customer characteristics. The results clarified that the points pressure effect was particularly strong among customers who originally visited the store infrequently and had not attained the threshold set up in the customer tier program many times in the past. In addition, we found that the three-tier customer tier program was superior to the two-tier program with respect to the operating income in supermarkets. |
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| Keywords: | Customer tier program Points pressure effect Marked point process model Customer heterogeneity |
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