Perception of Retail Loyalty Programmes: Impact of Af-ter-Sales Policies and Repurchase Intention

This study analyzes how retailers’ capabilities in transparent returns policies and customers’ repurchase intention influence the perception of loyalty programmes in an omnichannel environment, mediated by the retailer’s ability to interact with its customers. The research was conducted in Arequipa, Peru, applying non-probability sampling to 340 Saga Falabella customers who had purchased in physical and online shops. After validating the consistency and appropriateness of the measurement instruments, a structural equation model was used to assess the direct and indirect effects between variables. The results reveal that transparent return policies and repurchase intention significantly affect the perception of loyalty programmes, with the retailer’s interaction capability being a mediator in these relationships. In particular, it is evident that transparent return policies not only directly improve the perception of loyalty programmes but also enhance customer interaction, which positively impacts the perception of loyalty programmes. These findings highlight the importance of comprehensively managing omnichannel retailers’ after-sales policies and loyalty programmes, ensuring precise and accessible procedures at all points of contact, and promoting strategies that stimulate repurchase intent through personalized and consistent experiences.