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dc.contributor.authorRamaseshan, Balasubramanian
dc.contributor.authorEvanschitzky, H.
dc.contributor.authorJohnston, Megan
dc.contributor.editorDaniela Spanjaard, Sara Denize and Neeru Sharma
dc.date.accessioned2017-01-30T12:26:36Z
dc.date.available2017-01-30T12:26:36Z
dc.date.created2008-12-09T18:01:39Z
dc.date.issued2008
dc.identifier.citationRamaseshan, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/21660
dc.description.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.

dc.publisherUniversity of Western Sydney
dc.subjectRelationship investment
dc.subjectService retailer
dc.subjectValue perception
dc.subjectProgram loyalty
dc.titleMediating effect of program loyalty on the relationships between value perception and relationship investment on customer loyalty
dc.typeConference Paper
dcterms.source.titleProceedings of Australian and New Zealand Marketing Academy conference 2008
dcterms.source.seriesProceedings of Australian and New Zealand Marketing Academy conference 2008
dcterms.source.conferenceAustralian and New Zealand Marketing Academy Conference
dcterms.source.conference-start-dateDec 1 2008
dcterms.source.conferencelocationOlympic Park, Sydney
dcterms.source.placeSydney
curtin.accessStatusOpen access
curtin.facultyCurtin Business School
curtin.facultySchool of Marketing


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