Effects of relationship investment and value perception on customer loyalty

Ramaseshan, Balasubramani; Johnston, Megan

Access Status

Fulltext not available

Authors

Ramaseshan, Balasubramani

Johnston, Megan

Date

2007

Type

Conference Paper

Metadata

Show full item record

Citation

Ramaseshan, B. and Johnston, M. 2007. Effects of relationship investment and value perception on customer loyalty, in Thyne, M. and Deans, K. and Gnoth, J. (ed), Australian and New Zealand Marketing Academy Conference, Dec 3-5 2007, pp. 1943-1948. Dunedin: University of Otago.

Source Title

Proceedings of the Australian and New Zealand Marketing Academy Conference 2007

Source Conference

Australian and New Zealand Marketing Academy Conference

Additional URLs

http://www.anzmac.org/conference_archive/2007/papers/RRamaseshan_1.pdf

ISBN

1877156280

School

School of Marketing

URI

http://hdl.handle.net/20.500.11937/7471

Collection

Curtin Research Publications

Abstract

This study investigated the effects of relationship investment and value perception on customer loyalty. Based on a sample of respondents from the data base of customers of the loyalty programs of an Australian apparel retailer this study found significant positive relationship between the value perception of a loyalty program and customer loyalty. Perceived relationship investment did not have significant effect on customer loyalty. The study also found that program loyalty mediates the relationship between value perception and customer loyalty suggesting that implementing loyalty programs is useful for encouraging customer loyalty.