IDEAS home Printed from https://ideas.repec.org/a/eph/journl/v6y2011i4n5.html
   My bibliography  Save this article

Perceived benefits of customer loyalty programs: validating the scale in the Indian context

Author

Listed:
  • Sunny BOSE

    (ICFAI University Dehradun)

  • Venu Gopal RAO

    (IBS, Hyderabad)

Abstract

The article endeavors to validate the scale developed by Mimouni-Chaabane and Volle (2010) that measures perceived benefits of customer loyalty programs in the Indian context. On running exploratory and subsequently confirmatory factor analyses based on the responses collected from loyalty program members from two Indian cities and across different industries, the researchers opine that in the Indian context, the scale has to undergo changes. The original scale developed and tested on French loyalty program members had sixteen items that measure five perceived benefits namely, monetary savings, exploration, entertainment, recognition and social. It was found that in the case of India, the number of items remain intact. However, the entertainment benefits dimension and the recognition benefits dimension merged to form a singular dimension which the researchers name as ‘ego pleasure’. The authors believe that this research will benefit the managers in devising strategies for particular segments of their loyalty program members. In addition, it opens up the possibility of further testing the scale in different cultural contexts.

Suggested Citation

  • Sunny BOSE & Venu Gopal RAO, 2011. "Perceived benefits of customer loyalty programs: validating the scale in the Indian context," Management & Marketing, Economic Publishing House, vol. 6(4), Winter.
  • Handle: RePEc:eph:journl:v:6:y:2011:i:4:n:5
    as

    Download full text from publisher

    File URL: http://www.managementmarketing.ro/pdf/articole/242.pdf
    Download Restriction: no

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. repec:spt:busent:v:6:y:2017:i:1:f:6_1_5 is not listed on IDEAS

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:6:y:2011:i:4:n:5. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.