Linking Value Perceptions of Loyalty Programs to Behavioral Outcomes: An Investigation of Mediating and Moderating Effects

• Main Authors: Shang-Yu Hung, 洪上玉
• Other Authors: 蔡顯童
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/19226106228461677459

碩士 === 元智大學 === 國際企業學系 === 98 === Because of the highly competitive market in recent years, the customer-focused loyalty program has become a prevalent marketing tool. The loyalty program mainly provides the accumulated points and free rewards to attract customers, and encourages loyal customer behavior toward stores and the loyal typrogram. The loyalty program increases the profitability for managers, as well as creates values for customers at the same time. Previous researchers came up with five value dimensions of the loyalty program. The current study investigates the program value, and seeks to derive a further understanding of the impact of program value on customers’ satisfaction, and then observes if customers increase the purchase volume due to the satisfaction. However, previous literatures seldom discuss the concept of group norm in loyalty programs. In view of the group norm may effect personal purchase decision, this study also discuss the moderating effect that group norm generates in the loyalty program. The results finding that, the five-dimension value of the loyalty program are all representative to the loyalty program’s overall value, and the cash value and redemption choice is the most significant. The impacts of program value on satisfaction and satisfaction on customers’ purchase volume all has positive and significant effect. The result also reveals that the group norm has significant moderating effect on the impact of satisfaction on purchase volume. Finally, this thesis provides theoretical and managerial contribution and applicable advices.