Picture of a sphere with binary code

Making Strathclyde research discoverable to the world...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. It exposes Strathclyde's world leading Open Access research to many of the world's leading resource discovery tools, and from there onto the screens of researchers around the world.

Explore Strathclyde Open Access research content

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.

Full text not available in this repository. (Request a copy from the Strathclyde author)

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.