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Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty

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  • Bridson, Kerrie
  • Evans, Jody
  • Hickman, Melissa

Abstract

After a decade of research there is still much to understand about the relationship between loyalty programs and whether they deliver on their promise of building customer loyalty towards a store and understanding the mediating role of store satisfaction. Our results suggest that loyalty program as a summary construct, explains a significant proportion of the variance in store satisfaction and store loyalty. However, disaggregation of the construct into hard versus soft attributes, promotes greater specificity, precision and accuracy in uncovering the differential impact on store satisfaction and store loyalty.

Suggested Citation

  • Bridson, Kerrie & Evans, Jody & Hickman, Melissa, 2008. "Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 364-374.
    • Handle: RePEc:eee:joreco:v:15:y:2008:i:5:p:364-374
    DOI: 10.1016/j.jretconser.2007.08.004
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    References listed on IDEAS

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    1. Steven M. Shugan, 2005. "Brand Loyalty Programs: Are They Shams?," Marketing Science, INFORMS, vol. 24(2), pages 185-193.
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