Program Perceived Value and Program Satisfaction Influences on Store Loyalty Insight From Retail Loyalty Program  

Oleh:

Asiah Omar, Nor ; Musa, Rosidah ; Azrin Nazri, Muhamad

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: International Journal of Business vol. 9 no. 3 (Sep. 2007), page 355-378.
Topik: Behavioral Loyalty; Perceived Value; Retail Loyalty Program; Relationship Marketing; Satisfaction

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: II51.6 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Investigation to determine whether program perceived value could influence program satisfaction, program card loyalty and store loyalty are critical to elucidate the roles and significance of the constructs and advancing management practice. Accordingly, in line with this research direction, this study aims to assess the effects of program perceived value offered by few leading retail superstores and departmental stores in Malaysia on its members' loyalty towards the store. The data set utilized in this study has been obtained via quota sampling technique, where a sample of 153 retail loyalty programs' members was analyzed. An integrative conceptual model was developed and tested using Structural Equation Modeling using AMOS program. The results exemplify that program perceived value is a strong driver program satisfaction and program card loyalty. Unexpectedly, program perceived value is not a significant predictor of store loyalty but, it has an indirect effect on store loyalty mediated by program satisfaction. Continous plea in marketing management is to make marketing instru ments more effecient. In recent years introduction of customer relationship marketing instruments is strongly advocated, both in marketing theory and practice. Several researches (e.g., Berry and Parasuman 1991; and Gronroos,1994) have changed the focus of a marketing orietation from attracting short-term, discrete transactional customers to retaining long-lasting, intimate customer relationships. In fact Roberts, Varki, Brodie (2003), further suggested that it is best to describe relationships. In fact Roberts, Varki, Brodie (2003), further suggested that it is best to describe relationship in a consumer context is considered to be even more challenging than it is in a business-to-business context, given the generally mor polygamous character of consumer as opposed to business custumoers (Keng and Ehrenberger 1984; Pressey and Matthews 1998).

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