IDEAS home Printed from https://ideas.repec.org/a/ids/ijecbr/v24y2022i3p425-440.html
   My bibliography  Save this article

Examining the attitude of Indian consumers toward retail loyalty programs: a cluster analysis approach

Author

Listed:
  • Renu Bhardwaj
  • Pavleen Soni

Abstract

In the current competitive retail scenario, managing relationships with customers is fundamental for the success of any business. Thus, retailers are striving for locking existing customers and hence, loyalty programs are becoming increasingly common in India. Therefore, the present study endeavours to touch the concerned phenomenon through the understanding of customers' attitude towards loyalty programs in the retail industry. In order to achieve the aforesaid objective, data have been collected from 741 adult Indian consumers through a structured questionnaire from Delhi region. Data have been analysed through confirmatory factor analysis (CFA), cluster analysis and chi-square test. The study revealed that customers overall demonstrated a positive attitude toward loyalty programs. More so, through the segmentation approach, three attitudinal clusters of respondents have been identified viz, 'relationship oriented', 'cherry pickers'.

Suggested Citation

  • Renu Bhardwaj & Pavleen Soni, 2022. "Examining the attitude of Indian consumers toward retail loyalty programs: a cluster analysis approach," International Journal of Economics and Business Research, Inderscience Enterprises Ltd, vol. 24(3), pages 425-440.
    • Handle: RePEc:ids:ijecbr:v:24:y:2022:i:3:p:425-440
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=125393
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    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:ids:ijecbr:v:24:y:2022:i:3:p:425-440. See general information about how to correct material in RePEc.

    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 bibliographic 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.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=310 .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.