TY - JOUR
T1 - Effect of consumer relationship proneness on perceived loyalty program attributes and resistance to change
AU - Kim, Hye-Young
AU - Kang, Ju Young M.
AU - Johnson, Kim K.P.
PY - 2012/4
Y1 - 2012/4
N2 - Purpose: The purpose of this study is to examine the interrelationships among consumer relationship proneness (CRP), three perceived loyalty program attributes (i.e. perceived complexity, advantage, and risk), and resistance to change with participants in apparel retailer's loyalty programs. Design/methodology/approach: Data were collected using an online survey with the assistance of a marketing research company. Participants were 294 members of apparel retailers' loyalty programs. Participants indicated one apparel retailer's loyalty program in which they took part. After that, they completed a questionnaire making reference to the program they had identified. To reduce measurement artifacts, dependent variables were assessed prior to their predictors. Findings: CRP was found to have a significant effect on perceived advantage and resistance to change. In turn, perceived advantage revealed a significant positive effect on resistance to change. The results not only verify theoretical conceptions regarding CRP and its effect on perceived loyalty program attributes and resistance to change, but also provide insights into the implementation and development of apparel retail loyalty programs as well as customer relationship management. Originality/value: The contributions of the research are twofold. First, it critically examines CRP with loyalty program members fulfilling an identified gap in the literature and testing CRP as a critical factor to the effectiveness of loyalty programs. Second, on a managerial level, it generates beneficial insight for apparel retailers to fine-tune their loyalty programs.
AB - Purpose: The purpose of this study is to examine the interrelationships among consumer relationship proneness (CRP), three perceived loyalty program attributes (i.e. perceived complexity, advantage, and risk), and resistance to change with participants in apparel retailer's loyalty programs. Design/methodology/approach: Data were collected using an online survey with the assistance of a marketing research company. Participants were 294 members of apparel retailers' loyalty programs. Participants indicated one apparel retailer's loyalty program in which they took part. After that, they completed a questionnaire making reference to the program they had identified. To reduce measurement artifacts, dependent variables were assessed prior to their predictors. Findings: CRP was found to have a significant effect on perceived advantage and resistance to change. In turn, perceived advantage revealed a significant positive effect on resistance to change. The results not only verify theoretical conceptions regarding CRP and its effect on perceived loyalty program attributes and resistance to change, but also provide insights into the implementation and development of apparel retail loyalty programs as well as customer relationship management. Originality/value: The contributions of the research are twofold. First, it critically examines CRP with loyalty program members fulfilling an identified gap in the literature and testing CRP as a critical factor to the effectiveness of loyalty programs. Second, on a managerial level, it generates beneficial insight for apparel retailers to fine-tune their loyalty programs.
KW - Apparel retailing
KW - Buyer-seller relationships
KW - Consumer relationship proneness
KW - Customer loyalty
KW - Customer relations
KW - Loyalty program attributes
KW - Loyalty programs
KW - Resistance to change
KW - Retailing
KW - US consumers
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U2 - 10.1108/09590551211222358
DO - 10.1108/09590551211222358
M3 - Article
AN - SCOPUS:84859890265
SN - 0959-0552
VL - 40
SP - 376
EP - 387
JO - International Journal of Retail and Distribution Management
JF - International Journal of Retail and Distribution Management
IS - 5
ER -