Adherence to customer loyalty programmes and changes in buyer behaviour

IF 7.4 2区管理学 Q1 MANAGEMENT

Service Industries Journal Pub Date : 2012-06-01 DOI:10.1080/02642069.2010.545884

Jesús Collado Agudo, Ángel Herrero Crespo, I. Rodríguez del Bosque

引用次数: 2

Abstract

This study examines the factors that influence the effectiveness of customer loyalty programmes to cause a change in consumers' behaviour in retailing services. In particular, three explanatory variables are analysed: the quality of service offered to the customer, her/his trust in the company, and her/his attitude towards loyalty programmes. The results obtained indicate that a change in the buyer's behaviour is directly influenced by her/his loyalty to the retailer and by her/his attitude towards loyalty programmes. Furthermore, an indirect effect on changes in buyer behaviour caused by the quality of service and the consumer's attitude towards loyalty programmes is observed.

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坚持客户忠诚计划和改变买家行为

本研究考察了影响顾客忠诚计划的有效性的因素，以引起零售服务中消费者行为的变化。特别地，三个解释变量被分析:提供给客户的服务质量，她/他对公司的信任，以及她/他对忠诚度计划的态度。所获得的结果表明，买方行为的改变直接受到她/他对零售商的忠诚度和她/他对忠诚度计划的态度的影响。此外，还观察到服务质量和消费者对忠诚度计划的态度对买方行为变化的间接影响。

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

Service Industries Journal MANAGEMENT-

CiteScore

19.00

自引率

18.10%

发文量

期刊介绍： The mission of The Service Industries Journal is to enhance our understanding of the services sector, service firms, and the efficient management of these entities. Pioneering the field since 1981, we stand as the world's inaugural academic, peer-reviewed journal dedicated to the services sector and service management. Over the years, we have earned a prestigious international reputation for delivering high-quality content and insights. We enthusiastically invite submissions from researchers worldwide whose studies are grounded in social sciences such as sociology, psychology, economics, law, and politics.