Mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty
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 loyalt...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Conference Paper |
| Published: |
University of Western Sydney
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/21660 |
| Summary: | 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. |
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