TITLE:
Moderation Effect of Perceived Benefits of Loyalty Programs on the Link between Store Attributes and Customer Loyalty
AUTHORS:
Santosh Kumar Alreddy, Dwarakanath Siriguppi, Mohandas J. Menon
KEYWORDS:
Customer Loyalty, Store Attributes, Loyalty Program, Moderation Analysis
JOURNAL NAME:
Theoretical Economics Letters,
Vol.9 No.6,
August
29,
2019
ABSTRACT: The objective of this paper is to examine the
moderation effect of perceived benefits of loyalty programs on the link between
store attributes and customer loyalty. This study uses data from loyalty
program members covering different apparel retailers of Northern districts of
Karnataka. In the first step variables were identified through literature
review and interview method. In the next step, exploratory factor analysis was
performed to identify the critical factors which measure customer loyalty in
the apparel retailer’s context. Finally, moderation analysis was employed using
SPSS and results indicate that perceived benefits of loyalty programs significantly
moderate the relationship between stores attributes and customer loyalty.