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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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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.

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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.