使用设计科学研究方法设计基于区块链的客户忠诚度计划

Milad Behrouzi, Amir Albadvi, Parimah Emaadi Safavi
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引用次数: 1

摘要

忠诚度计划是企业提高客户参与度和留存率的关键营销工具。这些计划由企业赞助,提供奖励、折扣和其他激励措施来吸引和留住客户。然而,不同组织的忠诚度计划之间缺乏互操作性可能会限制客户最大化其忠诚度积分价值的能力。在本研究中,我们提出了使用设计科学研究(DSR)方法设计和实现基于区块链的平台,作为克服传统忠诚度计划局限性的候选解决方案。使用智能合约,该设计使组织能够根据其政策为其期望的客户忠诚度计划嵌入所有必要的属性。设计的平台为各种组织和客户之间的忠诚令牌交换提供了一个分散、透明和安全的环境。使用专家意见方法,我们讨论了基于区块链的忠诚度计划平台的技术考虑因素和实施,以及它对客户体验的潜在影响。我们的研究结果表明,所提出的平台可以使用通用令牌提高忠诚度计划的互操作性,为企业和客户创造更多价值。该研究为忠诚度计划和区块链技术领域做出了贡献,提出了一个平台,使企业能够制定更有效和数据驱动的忠诚度策略,同时为客户的忠诚度点提供更好的价值。
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Designing a Blockchain-Based Customer Loyalty Programme using Design Science Research Method
Loyalty programmes are crucial marketing tools for businesses to increase customer engagement and retention. These programmes, sponsored by enterprises, offer rewards, discounts, and other incentives to attract and retain customers. However, the lack of interoperability among loyalty programmes of different organisations can limit the customer’s ability to maximise the value of their loyalty points. In this study, we proposed the design and implementation of a blockchain-based platform using the design science research (DSR) method as a candidate solution to overcome the limitations of conventional loyalty programmes. Using smart contracts, the design enables organisations to embed all necessary attributes for their desired customer loyalty programmes in accordance with their policies. The designed platform provides a decentralised, transparent, and secure environment for the exchange of loyalty tokens between various organisations and customers. Using expert opinion methodology, we discussed the technical considerations and implementation of the blockchain-based loyalty programme platform, as well as its potential impact on the customer experience. Our findings suggest that the proposed platform can improve the interoperability of loyalty programmes using a universal token that creates more value for businesses and customers. The research contributes to the field of loyalty programmes and blockchain technology by proposing a platform that enable businesses to develop more effective and data-driven loyalty strategies, while providing customers with better value for their loyalty points.
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