Perceived Benefits of Loyalty Programs and Relationship Quality

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Author(s): Karen Margaret Corbishley (Durban University of Technology, Durban, South Africa), Roger B. Mason (Durban University of Technology, Durban, South Africa)and Corne Meintjes (University of Johannesburg, Johannesburg, South Africa)
Copyright: 2020
Volume: 11
Issue: 1
Pages: 18
Source title: International Journal of Customer Relationship Marketing and Management (IJCRMM)
Editor(s)-in-Chief: Riyad Eid (United Arab Emirates University, UAE)
DOI: 10.4018/IJCRMM.2020010101

Keywords: Business & Management / Business Science Reference / Consumer Management / E-Business

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Abstract

The aim of this article is to investigate perceived loyalty program benefits inherent in loyalty programs and how they might affect relationship quality, specifically in the South African FMCG sector. A quantitative study was undertaken where loyalty program members were approached via a national database. Hypotheses were individually tested by means of regression analysis. All three forms of perceived benefits exhibited positive relationships with each of the relationship quality constructs. Retailers that are considering which benefits to include in a loyalty program would find the results instructive. This article also adds to the international body of research in the field of relationship marketing, customer loyalty and retail loyalty programs. This study reiterates the importance of loyalty program design and the potential for attitudinal change towards the retailer.

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Perceived Benefits of Loyalty Programs and Relationship Quality

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