Investigation of the Effects of Reward Granting Program on Purchase Purpose, Type and Timing of Reward

Abstract

Some attempts have been made for establishing balance between supply and demand within the framework of demand management, service-providing processes and service employees for firms with limited service capacity. Apart from the importance of the role of customers in serving process, many attempts have been made to manage customers' roles. In the present research, the author investigates the impact of a reward granting program (as a customer solution and empirical test of effectiveness) on purchase purpose, type and timing of reward. Furthermore, it tests customer's voluntary behavior which is to firm's benefit. In the present research, 237 students were surveyed. Data were analyzed by means of exploratory and confirmatory factor analyses and structural equations modeling. Results showed that customers' understanding of restaurant's right to gain profit has a direct impact on customers' attempts for shortening eating time (after receiving a reward plan). Further, fair evaluation of reward granting plan and customer's understanding of restaurant's right to gain profit have direct impacts on accepting rewarding plan.

DOI: 10.5901/mjss.2014.v5n23p2760