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

Kerrie Bridson, Jody Evans and Melissa Hickman

Journal of Retailing and Consumer Services, 2008, vol. 15, issue 5, 364-374

Abstract: 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.

Keywords: Loyalty programs; Store satisfaction; Store loyalty; Retailing (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (41)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:15:y:2008:i:5:p:364-374

DOI: 10.1016/j.jretconser.2007.08.004

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