At the moment, bonus programs - alone or in combination with other instruments
- are one of the most successful and most often used marketing instruments
in B2C markets, to retain customers by giving them a bonus for loyal
behaviour. The problem is that there is still little known about why customers
exactly participate in bonus programs and that especially the crucial aspect of
rewards management seems to be the blind spot of the marketing theory on
hand. Against the background of high investments in bonus programs and
their rewards on the one hand and unclear reasons for the different...