Adherence to customer loyalty programmes and changes in buyer behaviour

This study examines the factors that influence the effectiveness of customer loyalty programmes to cause a change in consumers' behaviour in retailing services. In particular, three explanatory variables are analysed: the quality of service offered to the customer, her/his trust in the company,...

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Bibliographic Details
Published in:The Service industries journal 2012-06, Vol.32 (8), p.1323-1341
Main Authors: Collado Agudo, Jesús, Herrero Crespo, Angel, Rodríguez del Bosque, Ignacio
Format: Article
Language:English
Subjects:
attitude
Brand loyalty
Consumer behavior
Discriminant analysis
loyalty programmes
quality
Quality of service
Retailing
Studies
trust
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Summary:This study examines the factors that influence the effectiveness of customer loyalty programmes to cause a change in consumers' behaviour in retailing services. In particular, three explanatory variables are analysed: the quality of service offered to the customer, her/his trust in the company, and her/his attitude towards loyalty programmes. The results obtained indicate that a change in the buyer's behaviour is directly influenced by her/his loyalty to the retailer and by her/his attitude towards loyalty programmes. Furthermore, an indirect effect on changes in buyer behaviour caused by the quality of service and the consumer's attitude towards loyalty programmes is observed.
ISSN:0264-2069
1743-9507
DOI:10.1080/02642069.2010.545884