Perceived Benefits of Loyalty Programs and Relationship Quality

Q3 Decision Sciences

International Journal of Customer Relationship Marketing and Management Pub Date : 2020-01-01 DOI:10.4018/ijcrmm.2020010101

K. Corbishley, R. Mason, C. Meintjes

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引用次数: 3

Abstract

Theaimofthisarticleistoinvestigateperceivedloyaltyprogrambenefitsinherentinloyaltyprograms andhowtheymightaffectrelationshipquality,specificallyintheSouthAfricanFMCGsector.A quantitativestudywasundertakenwhereloyaltyprogrammemberswereapproachedviaanational database.Hypotheseswereindividuallytestedbymeansofregressionanalysis.Allthreeformsof perceivedbenefitsexhibitedpositiverelationshipswitheachoftherelationshipqualityconstructs. Retailersthatareconsideringwhichbenefitstoincludeinaloyaltyprogramwouldfindtheresults instructive.Thisarticlealsoaddstotheinternationalbodyofresearchinthefieldofrelationship marketing,customerloyaltyandretailloyaltyprograms.Thisstudyreiteratestheimportanceofloyalty programdesignandthepotentialforattitudinalchangetowardstheretailer. KeywoRdS Altruistic, Commitment, Consumeristic, Egoistic, Loyalty Program, Perceived Benefits, Relationship Marketing, Relationship Quality, Satisfaction, South Africa, Trust

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忠诚计划和关系质量的感知利益

Theaimofthisarticleistoinvestigateperceivedloyaltyprogrambenefitsinherentinloyaltyprograms andhowtheymightaffectrelationshipquality，specificallyintheSouthAfricanFMCGsector。A quantitativestudywasundertakenwhereloyaltyprogrammemberswereapproachedviaanational database.Hypotheseswereindividuallytestedbymeansofregressionanalysis。Allthreeformsof perceivedbenefitsexhibitedpositiverelationshipswitheachoftherelationshipqualityconstructs。Retailersthatareconsideringwhichbenefitstoincludeinaloyaltyprogramwouldfindtheresults有教育意义。Thisarticlealsoaddstotheinternationalbodyofresearchinthefieldofrelationship营销，customerloyaltyandretailloyaltyprograms。Thisstudyreiteratestheimportanceofloyalty programdesignandthepotentialforattitudinalchangetowardstheretailer。关键词利他，承诺，消费，利己，忠诚计划，感知利益，关系营销，关系质量，满意度，南非，信任

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来源期刊

International Journal of Customer Relationship Marketing and Management Business, Management and Accounting-Marketing

CiteScore

1.90

自引率

0.00%

发文量