The mediating effects of program loyalty in loyalty rewards programs: an experimental design in coffee shops
| Autor: | Pınar Başgöze, Yaprak Atay, Selin Metin Camgöz, Lydia Hanks |
|---|---|
| Rok vydání: | 2021 |
| Předmět: |
Value (ethics)
2019-20 coronavirus outbreak Mediation (statistics) Strategy and Management Loyalty program media_common.quotation_subject 05 social sciences Loyalty business model Value perception Perception 0502 economics and business Loyalty 050211 marketing Marketing Psychology 050203 business & management media_common |
| Zdroj: | Journal of Service Theory and Practice. 31:932-949 |
| ISSN: | 2055-6225 |
| DOI: | 10.1108/jstp-01-2021-0020 |
| Popis: | PurposeThe purpose of this study is to evaluate the impact of reward structure on the customer's value perception of the program, loyalty to the program and loyalty to the firm.Design/methodology/approachA 2 (type of reward) x 2 (timing of redemption) between subjects experimental design was conducted. In addition, the indirect effect of the customer's value perception of the program on loyalty to the firm via loyalty to the program is tested with Hayes and Preacher's mediation procedure.FindingsStudy results indicated that type of reward has a positive impact on the perceived value of a loyalty program. Program loyalty mediates the relationship between the perceived value of the loyalty program and customer loyalty, as well as the relationship between type of reward and customer loyalty.Originality/valueThe findings of this study demonstrate the importance of the type and timing of loyalty program rewards on customer perceptions of the value of the loyalty program. In addition, this study is a step forward in providing a deep understanding of the impact of such perceptions on loyalty. These findings fill a number of research gaps and provide tangible guidance for practitioners. |
| Databáze: | OpenAIRE |
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