Do Loyalty Programs Really Cause Programs Loyalty and Corporate Loyalty?

• Main Authors: Hui-min Juan, 阮惠敏
• Other Authors: Perng-Fei Huang
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/24325786631360501533

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 97 === Relationship marketing is aimed at retaining and enhancing valuable customers. One common approach to relationship marketing is establishing a loyalty program. However, whether loyalty programs can really build up customers’ loyalty to the programs is still in debate. Furthermore, little attention has been paid to the question that whether companies can enhance customer loyalty from the level of program to the level of company (i.e., from program loyalty to corporate loyalty). This study thus has three main purposes: The first is to explore the issue whether a loyalty program can lead to customer loyalty to the program by empirically testing in a multi-industry context. The second is to examine the correlation between program loyalty and corporate loyalty. This parallels testing the effectiveness of moving from customer retention to customer enhancement (supreme goal of relationship marketing!). The last is to inquire into the role of variety seeking, subjective norm, the length of relationship, and attractiveness of alternatives in moderating the relationship between program loyalty and corporate loyalty; this is aimed at a deeper understanding of that relationship. This study used personal interview with questionnaires to collect data. The sample included 289 consumers who had participated in various loyalty programs provided by a variety of industries. The statistical software applied in this study is LISREL 8.70. The results of the analysis included: (1) Program benefits had a significant positive impact on program loyalty, but the effect of program costs is not significant. (2) Program loyalty showed a significant positive effect on corporate loyalty. (3) Variety seeking, the length of relationship, and attractiveness of alternatives all had a significant moderating effect on the relationship between program loyalty and corporate loyalty; subjective norm had no significant moderating effect. The findings of this study can offer an innovative direction to the research on loyalty program. They also can provide companies with insights into how to move from customer retention to customer enhancement. This study discussed the managerial implications of the findings and provided some suggestions for researchers and practitioners.