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Mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty

Access Status
Open access
Authors
Ramaseshan, Balasubramanian
Evanschitzky, H.
Johnston, Megan
Date
2008
Type
Conference Paper

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Citation
Ramaseshan, Balasubramanian and Evanschitzky, H and Johnston, Megan. 2008. Mediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty, in Spanjaard, D. and Denize, S. and Sharma, N. (ed), Proceedings of Australian and New Zealand Marketing Academy Conference, Dec 1 2008. Olympic Park, Sydney: University of Western Sydney.
Source Title
Proceedings of Australian and New Zealand Marketing Academy conference 2008
Source Conference
Australian and New Zealand Marketing Academy Conference
Faculty
Curtin Business School
School of Marketing
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Abstract

This research examined the mediating effect of program loyalty on the relationships betweenvalue perception and relationship investment on customer loyalty in the context of a servicesretailer. We found that program loyalty mediates the relationship between the predictorvariables and customer loyalty, suggesting that implementing loyalty programs is useful forencouraging customer loyalty. Our results also empirically support the positive relationship between the value perception of a loyalty program and customer loyalty.