Navigating from programme loyalty to company loyalty

Navigating from programme loyalty to company loyalty

Loyalty programmes build attitudinal loyalty towards the loyalty programme, but not necessarily towards the company brand. This research answers the question, “How do customers navigate from programme loyalty to company loyalty?” by uncovering three mediating processes. The first process shows that...

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Bibliographic Details
Main Authors: Seema Gupta, Tanvi Gupta, G. Shainesh
Format: Article
Language:English
Published: Elsevier 2018-09-01
Series:IIMB Management Review
Online Access:http://www.sciencedirect.com/science/article/pii/S097038961830034X
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spelling doaj-4b64684d1e8843d2b92c21c226239cad2020-11-24T21:49:51ZengElsevierIIMB Management Review0970-38962018-09-01303196206Navigating from programme loyalty to company loyaltySeema Gupta0Tanvi Gupta1G. Shainesh2Indian Institute of Management Bangalore, Bannerghatta Road, Bengaluru, Karnataka, IndiaCorresponding author: Tel.: +91 9686037306.; Indian Institute of Management Bangalore, Bannerghatta Road, Bengaluru, Karnataka, IndiaIndian Institute of Management Bangalore, Bannerghatta Road, Bengaluru, Karnataka, IndiaLoyalty programmes build attitudinal loyalty towards the loyalty programme, but not necessarily towards the company brand. This research answers the question, “How do customers navigate from programme loyalty to company loyalty?” by uncovering three mediating processes. The first process shows that programme loyalty improves perceived functional value of the brand, leading to company loyalty. The second process shows that programme loyalty increases customer's involvement with brand experience, fuelling company loyalty. Finally, the third process shows that programme loyalty increases the communication effectiveness for the brand, which enhances company loyalty. Keywords: Loyalty, Loyalty programme, Programme loyalty, Company loyalty, Perceived value, Retail, Communicationhttp://www.sciencedirect.com/science/article/pii/S097038961830034X
collection DOAJ
language English
format Article
sources DOAJ
author Seema Gupta
Tanvi Gupta
G. Shainesh
spellingShingle Seema Gupta
Tanvi Gupta
G. Shainesh
Navigating from programme loyalty to company loyalty
IIMB Management Review
author_facet Seema Gupta
Tanvi Gupta
G. Shainesh
author_sort Seema Gupta
title Navigating from programme loyalty to company loyalty
title_short Navigating from programme loyalty to company loyalty
title_full Navigating from programme loyalty to company loyalty
title_fullStr Navigating from programme loyalty to company loyalty
title_full_unstemmed Navigating from programme loyalty to company loyalty
title_sort navigating from programme loyalty to company loyalty
publisher Elsevier
series IIMB Management Review
issn 0970-3896
publishDate 2018-09-01
description Loyalty programmes build attitudinal loyalty towards the loyalty programme, but not necessarily towards the company brand. This research answers the question, “How do customers navigate from programme loyalty to company loyalty?” by uncovering three mediating processes. The first process shows that programme loyalty improves perceived functional value of the brand, leading to company loyalty. The second process shows that programme loyalty increases customer's involvement with brand experience, fuelling company loyalty. Finally, the third process shows that programme loyalty increases the communication effectiveness for the brand, which enhances company loyalty. Keywords: Loyalty, Loyalty programme, Programme loyalty, Company loyalty, Perceived value, Retail, Communication
url http://www.sciencedirect.com/science/article/pii/S097038961830034X
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AT tanvigupta navigatingfromprogrammeloyaltytocompanyloyalty
AT gshainesh navigatingfromprogrammeloyaltytocompanyloyalty
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