Understanding What Matters to Customers: The Case of Loyalty Programs in the Indian Context

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2018-10-02 DOI:10.1080/15332667.2018.1534065

Reeti Agarwal, Ankit Mehrotra

引用次数: 7

Abstract

Abstract Though customer loyalty programs have become popular across all businesses, building an effective loyalty program still remains a mystery for most. Since the use of Loyalty Programs amongst Indian customers is not very high, the particular objective of this research was to advance a practical model relating customer-perceived benefits to satisfaction derived and importance attached, which will help companies in more effective formulation of their loyalty programs. The study extends Yi and Jeon’s work, integrated with the varied benefits structure recommended by Mimouni-Chaabane and Volle in the context of departmental stores in India, and derives a loyalty scale in the Indian context. The study validated the scale of perceived benefits from loyalty programs in the context of customers in India and a structural model was tested and derived that studied the impact of perceived benefits on satisfaction derived and importance attached.

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了解对客户来说重要的是什么：印度背景下的忠诚度计划案例

虽然客户忠诚计划在所有企业中都很流行，但对大多数人来说，建立一个有效的客户忠诚计划仍然是一个谜。由于印度客户忠诚度计划的使用率不是很高，本研究的具体目标是提出一个实用的模型，将客户感知的利益与满意度和重要性联系起来，这将有助于公司更有效地制定他们的忠诚度计划。本研究扩展了Yi和Jeon的工作，结合Mimouni-Chaabane和Volle在印度百货商店背景下推荐的各种福利结构，并得出了印度背景下的忠诚度量表。本研究在印度客户的背景下验证了忠诚计划的感知利益的规模，并测试和推导了一个结构模型，研究了感知利益对满意度和重要性的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.