The Role Of Loyalty Programs In Behavioral And Affective Loyalty
Problem Definition
The aim of this paper is to analyze the behavioral and affective loyalty of retailer customers in order to establish the role played by loyalty programs in the development of these variables.
Research Design
Research data were taken from a survey carried out on 720 customers from a Spanish supermarket chain. A stratified selection by simple affixing was used. Out of the entire sample, 180 were participants in the retailer frequent shopper program that was in force at that moment, 180 in the card program and 360 were not participant in any loyalty program at that retailer.
Analysis of Data
Several ANOVAs are employed to compare the two loyalty dimensions among participants and non participants in loyalty programs.
Findings and Conclusions
The results show that participants in loyalty programs are more behavioral and affectively loyal than non participants. Nevertheless, most customers do not change purchase behavior after joining a loyalty program. The......
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Approximate Word Count: 308
Approximate Pages: 2 (250 words per double-spaced page)
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