This study examines the effect of selective promotion and assortment based on customer relationship management (CRM) data as well as reward points on share of wallet (SOW), expenditure, and customer satisfaction, coupled with the moderating effects of customers' brand loyalty and variety-seeking behavior in retail. This study adopts a two-stage, multi-method research design using a qualitative study followed by a quantitative study to construct a theoretical framework on the hypotheses. The results show that reward points directly enhance SOW whereas assortment based on CRM enhances customer satisfaction. Additionally, the effect on expenditure by reward points is strengthened by brand loyalty, whereas selective promotion is strengthened by variety-seeking behavior. Although existing research indicates the CRM effect that leads to effective communication with customers and more efficient merchandising, previous research mainly examined the effect of CRM implementation or reward points. Therefore, the difference between the effect of reward points and other CRM activities remains unclear. This study verifies the different effects of multiple CRM activities in retail, identifies brand loyalty and variety-seeking behavior as original contingent factors of CRM, and verifies their influence on respective CRM activities.

This paper considers social marketing from a critical perspective. The paper traces the history of the donation system named 'hometown tax' that the Japanese government introduced to promote local revitalization of relatively marginal communities. Owing to the lavish reciprocal gifts to "donors" by the administrators of these communities, the system resulted in a quasi-market that allowed donors to avoid paying taxes and to receive special benefits. Our analysis reveals the divergence of the intents and effects of this social marketing intervention. The findings indicate that during social marketing attempts to carry out effective and well-intentioned interventions, which social marketing research has always advocated, societal perversions may occur sometimes. This is owing to the neoliberal governmentality, which is behind such interventions, and which causes unintended actions and consequences that distract from the ideal social good, even when interventions are formulated and launched with laudable intentions. This paper indicates the critical issues that social marketing should address and provides a reflective viewpoint on social marketing. It points to pitfalls and problems in effective interventions for individual behavioral change and social change.

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The hometown tax is a new tax payment scheme introduced in Japan in 2008 that aims to redistribute taxes that have tended to concentrate in urban centers such as Tokyo. This scheme has seen very rapid growth since 2015 when documents to be submitted for tax returns were made simpler. Previous studies of hometown tax have focused on case analyses, and there is a lack of development of analytical frameworks and insights into its users. Hence, this study aims to increase understanding of this scheme as donation-based and reward-based crowdfunding with users acting as donors and consumers, along with their motivations to participate. First, this research considers the motivations of donors and consumers by reviewing prior research on charitable giving and cause-related marketing. Second, a conceptual framework for understanding donors and consumers who utilize hometown tax is developed. Finally, this study indicates practical marketing implications for local governments.

His research focuses on social marketing and he has an interest in critical marketing.