Patronage and Loyalty Strategies: Understanding the Behavioral and Attitudinal Outcomes of Customer Retention Programs

Coffee shop consumers’ emotional attachment and loyalty to green stores: The moderating role of green consciousness

“…By facilitating such interactions with individual consumers, store managers may cause target consumers to experience a higher level of congruity with their stores and may also obtain useful information about each consumer's preferences and expectations, allowing them to design customized green services. In addition, consumer retention strategies, such as green rewards programs, may encourage high green-conscious consumers to follow stores' green products and services, encouraging them to return and repurchase even when other stores are available (Morgan et al, 2000). Previous research indicated that even though green consumers are favorable toward green products, there are time and cost constraints that affect the decisions to purchase green products ("values-action gap"), implying that incentives should be offered to this group in order to maintain consumers' interest in stores' green activities and to strengthen psychological attachments to green stores (Young et al, 2010).…”

Customers' relationship with their grocery store: Direct and moderating effects from store format and loyalty programs

“…Some loyalty programs limit themselves to seduce customers with an attractive offer instead of rewarding loyal customers (Parker and Worthington, 2000). Such strategy denotes a failure concerning the objectives of the creation of customer loyalty programmes and works against the perspective of a long-term orientation of relationship marketing (Morgan et al, 2000). Capizzi and Ferguson (2005) admit that customer loyalty programs have reached maturity, and they can be in a terminal phase of their life if marketers don't renew the concept of loyalty and CRM strategies.…”

The Relationship Quality Effect on Customer Loyalty

“…The importance of trust in respect to client loyalty was justified by Lim and Razzaque (1997), Garbarino and Johnson (1999), Chaudhuri and Holbrook (2001), Singh and Sirdeshmukh (2000), Morgan, Crutchfield and Lacey (2000), Sirdeshmukh, Singh and Sabol (2002). Therefore, the following hypothesis is suggested:…”

“…Commitment emerges as relationship develops gradually and the parties may be committed because of different reasons (Venetis and Ghauri 2004). Morgan et al (2000) consider commitment one of the two most important factors (another factor is trust) determining relationship lasting and approach it as the synonym of customer loyalty. Commitment based on emotions has positive impact on customer intentions (Garbarino and Johnson 1999), on positive verbal communication (White and Schneider 2000;Hennig-Thurau et al 2002), furthermore, encourages and fosters customer collaboration (Morgan and Hunt 1994) and loyalty (Hennig-Thurau et al 2002).…”