IDEAS home Printed from https://ideas.repec.org/a/ids/ijemre/v6y2014i2p89-111.html
   My bibliography  Save this article

Influence of loyalty programmes on satisfaction and retail store loyalty

Author

Listed:
  • S. Deepa
  • P. Chitramani

Abstract

The fierce competition in retail industry requires the stores to adopt loyalty programmes to gain the interest of the customers in maintaining relationship with the store (Bendapudi and Berry 1997; Noordhoff et al., 2004). Retailers are looking for every opportunity to creatively improve customer satisfaction and boost customer loyalty with store. This paper explores various loyalty programmes of the food and grocery retailers and its impact on store satisfaction and store loyalty. It also investigates the reverse relationship of store satisfaction and store loyalty on programme loyalty. Correlation and path modelling analysis support strong positive relationship of programme satisfaction with programme loyalty and store satisfaction. Programme loyalty exhibits positive relationship with store satisfaction and store loyalty. However, programme satisfaction does not have direct positive relationship with store loyalty. Store loyalty has significant effect on programme loyalty. This paper hence emphasises the importance and effectiveness of loyalty programmes in store loyalty.

Suggested Citation

  • S. Deepa & P. Chitramani, 2014. "Influence of loyalty programmes on satisfaction and retail store loyalty," International Journal of Electronic Marketing and Retailing, Inderscience Enterprises Ltd, vol. 6(2), pages 89-111.
    • Handle: RePEc:ids:ijemre:v:6:y:2014:i:2:p:89-111
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=66461
    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.

    Citations

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


    Cited by:

    1. Francioni, Barbara & Savelli, Elisabetta & Cioppi, Marco, 2018. "Store satisfaction and store loyalty: The moderating role of store atmosphere," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 333-341.
    2. Shirin Alavi, 2016. "New paradigm of digital marketing in emerging markets: from social media to social customer relationship management," International Journal of Management Practice, Inderscience Enterprises Ltd, vol. 9(1), pages 56-73.

    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:ijemre:v:6:y:2014:i:2:p:89-111. 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=43 .

    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.