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Agent-based model for a token-based coalition loyalty program: evaluating the impact of campaign review frequency on merchant utility and retention in a coalition loyalty program
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This work project develops an agent-based model to examine how behavioural feedback, strategic adaptation, and governance rules interact in a token-based coalition loyalty platform. The model simulates heterogeneous consumers, adaptive merchants, and a shared points economy, allowing participation and performance to emerge endogenously over time. Using the Compro no Fundão platform as a reference context, the study investigates how incentive design and decision-making structures influence merchant retention, consumer engagement, and sustainability. The findings demonstrate the value of simulation-based analysis for anticipating coordination challenges in digital loyalty ecosystems.
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Agent-based model Coalition loyalty program Digital platform Stakeholder participation Token economy