Perceived Benefits of Retail Loyalty Programs: Their Effects on Program Loyalty and Customer Loyalty

Kim, Hye Young; Lee, Ji Young; Choi, Dooyoung; Wu, Juanjuan; Johnson, Kim K. P.

doi:10.1080/15332667.2013.794100

Cited by 41 publications

(32 citation statements)

References 36 publications

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“…Given that entertainment benefits refer to the means of enhancing customer experience in participating this loyalty program with excitement and enjoyment. This result is similar with study from Bose and Rao (2011) whose claimed that entertainment benefits is directly predicted both program loyalty and customer loyalty yet contradicts with Mattila (2006) and Kim et al (2013) research which found that benefits involving point redemption are may necessary but not significantly effect to loyalty intentions.…”

Section: Resultscontrasting

confidence: 35%

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Analyzing the Effect of Perceived Benefit of Loyalty Program towards Program Loyalty and Customer Loyalty (Case Study: Go-Points by Go-Jek)

2018

RTET-18,ABEMS-18,BEHSS-18 April 27-28,2018 Bangkok (Thailand)

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Abstract-Go-Jek is one of the leading startup company in Indonesia that specialized in providing wide range of on-demand service, from ride-hailing to cleaning service. By the time, Go-Jek is growing fastly and now they have more than 40 million downloads on its app and 10 million weekly active users. With huge number of customers that spread across Indonesia, Go-Jek started to think to make their customers remain loyal since there are some competitors out there that will become a threat to the existing of Go-Jek customers. Therefore, Go-Jek launched its new feature called GoPoints that aims to establish long term relationship between Go-Jek and their customers. The purpose of this research is to analyze the relationship between perceived benefits of Go-Jek loyalty program (monetary savings, exploration, entertainment, recognition, and social benefits), program loyalty, and customer loyalty. A quantitative approach is applied by spreading online questionnaire to Go-Jek customers and collecting 400 responses. The results will be asses using confirmatory factor analysis and structural equation modeling. The findings revealed that all dimensions of perceived benefits of loyalty program have positive directions and significant influence in predicting program loyalty and customer loyalty. Entertainment benefits were found to be the most significant predictor of both endogen variables. Moreover, program loyalty was positively predicted customer loyalty.

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Section: Resultscontrasting

confidence: 35%

“…According to previous study, the researcher constructed the conceptual framework by adapting framework from Kim et al (2013) which shows the relationship between perceived benefit of loyalty program, program loyalty, and customer loyalty and applied it on apparel retailing. The research model is presented in figure 1.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Analyzing the Effect of Perceived Benefit of Loyalty Program towards Program Loyalty and Customer Loyalty (Case Study: Go-Points by Go-Jek)

2018

RTET-18,ABEMS-18,BEHSS-18 April 27-28,2018 Bangkok (Thailand)

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“…In this sense, program loyalty may represent a stage in the process by which customers develop company loyalty (Kim et al, 2013). Customers who develop company loyalty generally are attracted by the loyalty program and its benefits .…”

Section: Building Company Loyaltymentioning

confidence: 99%

“…Recent studies explore the antecedents and consequences of both types of customer loyalties, and although customers' perceptions of the value of program benefits drive both loyalties, the relative effects of financial and nonfinancial program benefits on program loyalty and company loyalty differ (Kim, Lee, Choi, Wu, & Johnson, 2013;Yi & Jeon, 2003). Moreover, program loyalty is a key link between program benefits and company loyalty (Suh & Yi, 2012).…”

Section: Introductionmentioning

confidence: 99%

Customer–company identification and the effectiveness of loyalty programs

Kang

Alejandro

Groza

2015

Journal of Business Research

122

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a b s t r a c t a r t i c l e i n f oCustomer loyalty programs constitute an important customer relationship management tool, adopted by multiple industries. This study investigates how customers perceive benefits from a loyalty program that enhance their loyalty to that program directly, as well as to the company indirectly through program loyalty. Our findings show that program loyalty and customer-company identification enhance customer loyalty toward the company. The development of customer-company identification can transform program loyalty into company loyalty, and reduce the company's latent financial risk.

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“…Loyalty programs play important roles in customer retention in many industries, including hotel chains, airlines, retail stores, and fi nancial institutions (Berezan, Raab, Tanford & Kim 2013;Han & Ryu 2009;Meyer-Waarden 2008;Tanford, Raab & Kim 2010). The perceived value that the customers attached to their experience with loyalty program such as what the program provides or does for members is reffered to as program benefi ts (Holbrook & Hirschman 1982;Kim, Lee, Choi, Wu & Johnson 2013;Mimouni-Chaabane & Volle 2010).…”

Section: Literature Review Loyalty Program Benefitsmentioning

confidence: 99%

Penilaian Kesan Manfaat Program Kesetiaan dalam Hubungan Kepuasan-Kesetiaan: Bukti Empirikal di Malaysia

Omar¹,

Mohd-Ramly²,

Alam³

et al. 2015

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Perceived Benefits of Retail Loyalty Programs: Their Effects on Program Loyalty and Customer Loyalty

Cited by 41 publications

References 36 publications

Analyzing the Effect of Perceived Benefit of Loyalty Program towards Program Loyalty and Customer Loyalty (Case Study: Go-Points by Go-Jek)

Analyzing the Effect of Perceived Benefit of Loyalty Program towards Program Loyalty and Customer Loyalty (Case Study: Go-Points by Go-Jek)

Customer–company identification and the effectiveness of loyalty programs

Penilaian Kesan Manfaat Program Kesetiaan dalam Hubungan Kepuasan-Kesetiaan: Bukti Empirikal di Malaysia

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