Many businesses use some type of customer loyalty program to encourage repeat customers. A common…
Many businesses use some type of customer loyalty program to encourage repeat
customers. A common example is the buy-ten-get-one-free punch card. Drèze and
Nunes (2006) examined a simple variation of this program that appears to give
customers a head start on completing their cards. One group of customers at a
car wash was given a buy-eight-get-one-free card and a second group was given a
buy-ten-get-one-free card that had already been punched twice. Although both
groups needed eight punches to earn a free wash, the group with the two free
punches appeared to be closer to reaching their goal.
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Many businesses use some type of customer loyalty program to encourage repeat
customers. A common example is the buy-ten-get-one-free punch card. Drèze and
Nunes (2006) examined a simple variation of this program that appears to give
customers a head start on completing their cards. One group of customers at a
car wash was given a buy-eight-get-one-free card and a second group was given a
buy-ten-get-one-free card that had already been punched twice. Although both
groups needed eight punches to earn a free wash, the group with the two free
punches appeared to be closer to reaching their goal. A few months later, the
researchers recorded the number of customers who had completed their cards and
earned their free car wash. The following data are similar to the results
obtained in the study. Do the data indicate a significant difference between
the two card programs? Test with a = .05.
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