Building chain loyalty in grocery retailing by means of loyalty programs – A study of ‘the Norwegian case’

Erik Nesset, Ola Bergem, Nervik, Bjørn, Schiøll Sørlie, Even and Helgesen, Øyvind

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

Abstract: The aim of the paper is to analyze chain loyalty effects of customers' perceived value of loyalty programs in grocery retailing. It contributes to filling a gap in the literature, as there has been little earlier focus on the links between customers' perception of loyalty program value and satisfaction, image, and loyalty, at the chain level. One main finding is that customers’ perceived value of a loyalty program has significant direct and moderating effects on chain loyalty, and the moderation effects are chain dependent. Managers should thus consider satisfaction creation, image building, and loyalty program value creation as parallel processes.

Keywords: Loyalty program value; Chain loyalty; Grocery retailing (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000163

DOI: 10.1016/j.jretconser.2021.102450

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