Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty

Bridson, Kerrie, Evans, Jody and Hickman, Melissa 2008, Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty, Journal of retailing and consumer services, vol. 15, no. 5, pp. 364-374.

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Title Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty
Author(s) Bridson, Kerrie
Evans, Jody
Hickman, Melissa
Journal name Journal of retailing and consumer services
Volume number 15
Issue number 5
Start page 364
End page 374
Total pages 11
Publisher Pergamon
Place of publication Oxford, England
Publication date 2008-09
ISSN 0969-6989
1873-1384
Keyword(s) loyalty programs
store satisfaction
store loyalty
retailing
Summary After a decade of research there is still much to understand about the relationship between loyalty programs and whether they deliver on their promise of building customer loyalty towards a store and understanding the mediating role of store satisfaction. Our results suggest that loyalty program as a summary construct, explains a significant proportion of the variance in store satisfaction and store loyalty. However, disaggregation of the construct into hard versus soft attributes, promotes greater specificity, precision and accuracy in uncovering the differential impact on store satisfaction and store loyalty.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2007, Elsevier Ltd
Persistent URL http://hdl.handle.net/10536/DRO/DU:30017206

Document type: Journal Article
Collections: School of Management and Marketing
Higher Education Research Group
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