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Mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty

Ramaseshan, Balasubramanian and Evanschitzky, H. (2008) Mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty. In: Australian and New Zealand Marketing Academy (ANZMAC), 2008-12-01 - 2008-12-03, Sydney, Australia.

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Abstract

This research examined the mediating effect of program loyalty on the relationships betweenvalue perception and relationship investment on customer loyalty in the context of a servicesretailer. We found that program loyalty mediates the relationship between the predictorvariables and customer loyalty, suggesting that implementing loyalty programs is useful forencouraging customer loyalty. Our results also empirically support the positive relationship between the value perception of a loyalty program and customer loyalty.

Item type: Conference or Workshop Item (Paper)
ID code: 15802
Keywords: program loyalty, value perception, relationship investment, service retailer, Marketing. Distribution of products, Social Sciences (General)
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Social Sciences > Social Sciences (General)
Department: Strathclyde Business School > Marketing
Related URLs:
Depositing user: Mrs Jan Whiteford
Date Deposited: 04 Mar 2010 18:35
Last modified: 07 Dec 2013 12:38
URI: http://strathprints.strath.ac.uk/id/eprint/15802

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