TY - JOUR
T1 - Perceived Benefits of Retail Loyalty Programs
T2 - Their Effects on Program Loyalty and Customer Loyalty
AU - Kim, Hye Young
AU - Lee, Ji Young
AU - Choi, Dooyoung
AU - Wu, Juanjuan
AU - Johnson, Kim K.P.
PY - 2013
Y1 - 2013
N2 - The purpose of our study was to examine the interrelationship among the perceived benefits of retail loyalty programs (i.e., monetary savings, exploration, entertainment, recognition, social benefits), program loyalty, and customer loyalty within the context of apparel retailing. Monetary savings, entertainment, and social benefits were found to be positive predictors of program loyalty. Furthermore, program loyalty fully mediated the effects of entertainment, recognition, and social benefits on customer loyalty, whereas it served as a partial mediator in the link between monetary savings and customer loyalty. The implications of retail loyalty programs are discussed, as are limitations and areas for future research.
AB - The purpose of our study was to examine the interrelationship among the perceived benefits of retail loyalty programs (i.e., monetary savings, exploration, entertainment, recognition, social benefits), program loyalty, and customer loyalty within the context of apparel retailing. Monetary savings, entertainment, and social benefits were found to be positive predictors of program loyalty. Furthermore, program loyalty fully mediated the effects of entertainment, recognition, and social benefits on customer loyalty, whereas it served as a partial mediator in the link between monetary savings and customer loyalty. The implications of retail loyalty programs are discussed, as are limitations and areas for future research.
KW - U.S. consumers
KW - apparel
KW - loyalty
KW - retail
UR - http://www.scopus.com/inward/record.url?scp=84879543086&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84879543086&partnerID=8YFLogxK
U2 - 10.1080/15332667.2013.794100
DO - 10.1080/15332667.2013.794100
M3 - Article
AN - SCOPUS:84879543086
SN - 1533-2667
VL - 12
SP - 95
EP - 113
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
IS - 2
ER -