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    The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

    Stathopoulou, Anastasia and Balabanis, G. (2016) The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers. Journal of Business Research 69 (12), pp. 5801-5808. ISSN 0148-2963.

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    Abstract

    This study examines the differential effects of the benefits customers receive from a loyalty program (LP) on satisfaction with the LP, trust in the LP, and store loyalty for high- and low-end fashion retailers. With survey data from U.S. LP subscribers, the study tests the relationships using multiple regressions and analysis of covariance. The results show that symbolic benefits are more important for high-end fashion store consumers’ satisfaction with the LP; conversely, utilitarian benefits increase consumers’ satisfaction with the LP more in low-end fashion retailing, whereas hedonic benefits increase consumers’ satisfaction with the LP in both types of retailers. All benefits in both types of retailers affect trust in the LP. Finally, satisfaction with and trust in the LP are important drivers of loyalty to the retailer. The findings have important implications on how managers of high- and low-end fashion retailing can effectively design their LP rewards to maximize loyalty.

    Metadata

    Item Type: Article
    Keyword(s) / Subject(s): loyalty program benefits, satisfaction, trust, store loyalty, high-end fashion retailers
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Anastasia Stathopoulou
    Date Deposited: 14 Jun 2016 16:16
    Last Modified: 26 Jul 2019 16:46
    URI: http://eprints.bbk.ac.uk/id/eprint/15352

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