Customer happiness as a function of perceived loyalty program benefits - A quantile regression approach

Reeti Agarwal, Ankit Mehrotra and Dheeraj Misra

Journal of Retailing and Consumer Services, 2022, vol. 64, issue C

Abstract: Customers consider pursuit of happiness to be fundamental to their purchase experiences; thus, companies are increasingly looking for opportunities to bring happiness to customers especially in their consumption activity. The current study undertakes analysis of effect of perceived benefits of loyalty programs and customer satisfaction on customer happiness/purchase enjoyment if he/she has loyalty program membership. Empirical study with 407 participants found that Discovery and Entertainment Benefit (DEB) and Satisfaction Derived (SD) have an effect on customer happiness/purchase enjoyment while being a loyalty program member. Quantile regression analysis was used to analyze if independent variables have a differential effect on different levels of the dependent variable i.e. customer happiness/purchase enjoyment from use of loyalty programs. Since DEB and SD were found to be positively significant in influencing customer happiness/purchase enjoyment, companies should focus on balancing these aspects of customers’ consumption experience.

Keywords: Customer happiness; Purchase enjoyment; Perceived benefits; Loyalty programs; Quantile regression (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003362

DOI: 10.1016/j.jretconser.2021.102770

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