Mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty

Balasubramanian Ramaseshan, H. Evanschitzky

Research output: Contribution to conferencePaper

Abstract

This research examined the mediating effect of program loyalty on the relationships betweenvalue perception and relationship investment on customer loyalty in the context of a servicesretailer. We found that program loyalty mediates the relationship between the predictorvariables and customer loyalty, suggesting that implementing loyalty programs is useful forencouraging customer loyalty. Our results also empirically support the positive relationship between the value perception of a loyalty program and customer loyalty.
Original languageEnglish
Publication statusPublished - Dec 2008
EventAustralian and New Zealand Marketing Academy (ANZMAC) - Sydney, Australia
Duration: 1 Dec 20083 Dec 2008

Conference

ConferenceAustralian and New Zealand Marketing Academy (ANZMAC)
CitySydney, Australia
Period1/12/083/12/08

Keywords

  • program loyalty
  • value perception
  • relationship investment
  • service retailer

Cite this

Ramaseshan, B., & Evanschitzky, H. (2008). Mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty. Paper presented at Australian and New Zealand Marketing Academy (ANZMAC), Sydney, Australia, .