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Author Jenkins, Erica Lynn
Title The effect of customization of customer loyalty programs on value and loyalty intention
book jacket
Descript 72 p
Note Source: Masters Abstracts International, Volume: 49-01, page: 0132
Adviser: Sejin Ha
Thesis (M.S.)--Purdue University, 2010
The purpose of the current study was to determine the role of customization on perceived value, customer satisfaction and loyalty. Bagozzi's Appraisal-Emotional Response-Coping Framework provided the theoretical support for the study. The objectives of the current study were to explore: (1) the effect of customization of a customer loyalty program on consumer value perceptions of a loyalty program (aspirational and cash value) (2) the effects of perceived value of a loyalty program on customer satisfaction and loyalty intention. An online survey was utilized to determine the results. Hierarchical multiple regression analyses indicated that aspirational value and cash value are predicted by customization of a loyalty program; satisfaction is predicted by aspirational value and cash value; and loyalty is predicted by satisfaction
The current study provides theoretical and managerial implications. The results contribute to current literature which suggests that customization and aspirational value are important components and should be included in loyalty programs. Further, the results may provide retailers with a better understanding of customer demands in a loyalty program, which will allow them to create more profitable reward programs
School code: 0183
Host Item Masters Abstracts International 49-01
Subject Business Administration, Marketing
Economics, Commerce-Business
Alt Author Purdue University. Consumer Sciences and Retailing
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