Effect of consumer relationship proneness on perceived loyalty program attributes and resistance to change

Hye-Young Kim, Ju Young M. Kang, Kim K.P. Johnson

Research output: Contribution to journalArticlepeer-review

24 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)376-387
Number of pages12
JournalInternational Journal of Retail and Distribution Management
Issue number5
StatePublished - Apr 1 2012


  • Apparel retailing
  • Buyer-seller relationships
  • Consumer relationship proneness
  • Customer loyalty
  • Customer relations
  • Loyalty program attributes
  • Loyalty programs
  • Resistance to change
  • Retailing
  • US consumers


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