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 language | English |
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| Publication status | Published - Dec 2008 |
| Event | Australian and New Zealand Marketing Academy (ANZMAC) - Sydney, Australia Duration: 1 Dec 2008 → 3 Dec 2008 |
Conference
| Conference | Australian and New Zealand Marketing Academy (ANZMAC) |
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| City | Sydney, Australia |
| Period | 1/12/08 → 3/12/08 |
Keywords
- program loyalty
- value perception
- relationship investment
- service retailer