Abstract
References
- Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68.
- Demoulin N. T. M. & Zidda, P. (2008). On the Impact of Loyalty Cards on Store Loyalty: Does the Customers’ Satisfaction with the Reward Scheme Matter? Journal of Retailing and Consumer Services, 15(5), 386-398.
- Homburg, C. & Giering, A. (2001). Personal Characteristics as Moderators of the Relationship between Customer Satisfaction and Loyalty—An Empirical Analysis. Psychology and Marketing, 18 (1), 43–66.
- Leenheer, J., van Heerde, H. J., Bijmolt, T. H. A. & Smidts, A. (2007). Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selected Members. International Journal of Research in Marketing, 24, 31–47.
- Liu, Y. (2007). The Long-Term Impact of Loyalty Programs. Journal of Marketing, 71, 19–35.
- Macintosh G. & Lockshin, L. S. (1997). Retail Relationships and Store Loyalty: A Multi-level Perspective. International Journal of Research in Marketing, 14, 487-497.
- Noordhoff, C., Pauwels P. & Schröder, G. O. (2004). The Effect of Customer Card Programs A Comparative Study in Singapore and the Netherlands. International Journal of Service Industry Management, 15(4), 351-364.
- Sharp, B. & Sharp, A. (1997). Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns. International Journal of Research in Marketing, 14(5), 473-486.
- Taylor, G. A. & Neslin, S. A. (2005). The Current and Future Sales Impact of a Retail Frequency Reward Program. Journal of Retailing, 81(4), 293–305.
- Zilliani, C. & Bellini, S. (2004). From Loyalty Cards to Micro-marketing Strategies: Where is Europe’s Retail Industry Heading? Measurement and Analysis for Marketing, 3(12), 281-290.
THE EFFECT OF LOYALTY CARD ATTITUDE, STORE SATISFACTION AND STORE LOYALTY ON PURCHASE INTENTION: THE CASE OF COSMETICS RETAILERS
Abstract
Purpose- The purpose of the study is to see if the attitude towards loyalty card programs, store satisfaction and store loyalty create purchase intention in the cosmetics industry. More specifically, two cosmetics retailers –Gratis and Sephora – which are supposed to apply different loyalty programs are selected to examine if there are differences regarding consumers’ purchase intention for the two.
Methodology- This research applies PLS-SEM to test the proposed model with the data obtained from 200 respondents who use loyalty cards of Sephora or Gratis.
Findings- The results of Multi Group Analysis reveal that loyalty card attitude and store loyalty create purchase intention for the consumers of Gratis, but not for Sephora. On the other hand, loyalty card attitude exerts more influence on the store satisfaction and loyalty for Sephora than does for Gratis.
Conclusion- Cosmetics retailers should design loyalty programs depending on the expected returns.
References
- Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68.
- Demoulin N. T. M. & Zidda, P. (2008). On the Impact of Loyalty Cards on Store Loyalty: Does the Customers’ Satisfaction with the Reward Scheme Matter? Journal of Retailing and Consumer Services, 15(5), 386-398.
- Homburg, C. & Giering, A. (2001). Personal Characteristics as Moderators of the Relationship between Customer Satisfaction and Loyalty—An Empirical Analysis. Psychology and Marketing, 18 (1), 43–66.
- Leenheer, J., van Heerde, H. J., Bijmolt, T. H. A. & Smidts, A. (2007). Do Loyalty Programs Really Enhance Behavioral Loyalty? An Empirical Analysis Accounting for Self-Selected Members. International Journal of Research in Marketing, 24, 31–47.
- Liu, Y. (2007). The Long-Term Impact of Loyalty Programs. Journal of Marketing, 71, 19–35.
- Macintosh G. & Lockshin, L. S. (1997). Retail Relationships and Store Loyalty: A Multi-level Perspective. International Journal of Research in Marketing, 14, 487-497.
- Noordhoff, C., Pauwels P. & Schröder, G. O. (2004). The Effect of Customer Card Programs A Comparative Study in Singapore and the Netherlands. International Journal of Service Industry Management, 15(4), 351-364.
- Sharp, B. & Sharp, A. (1997). Loyalty Programs and Their Impact on Repeat-Purchase Loyalty Patterns. International Journal of Research in Marketing, 14(5), 473-486.
- Taylor, G. A. & Neslin, S. A. (2005). The Current and Future Sales Impact of a Retail Frequency Reward Program. Journal of Retailing, 81(4), 293–305.
- Zilliani, C. & Bellini, S. (2004). From Loyalty Cards to Micro-marketing Strategies: Where is Europe’s Retail Industry Heading? Measurement and Analysis for Marketing, 3(12), 281-290.
Details
| Primary Language | English |
|---|---|
| Subjects | Finance, Business Administration |
| Journal Section | Articles |
| Authors | |
| Publication Date | July 30, 2019 |
| Published in Issue | Year 2019 Volume: 9 Issue: 1 |
Cite
PressAcademia Procedia (PAP) publishes proceedings of conferences, seminars and symposiums. PressAcademia Procedia aims to provide a source for academic researchers, practitioners and policy makers in the area of social and behavioral sciences, and engineering.
PressAcademia Procedia invites academic conferences for publishing their proceedings with a review of editorial board. Since PressAcademia Procedia is an double blind peer-reviewed open-access book, the manuscripts presented in the conferences can easily be reached by numerous researchers. Hence, PressAcademia Procedia increases the value of your conference for your participants.
PressAcademia Procedia provides an ISBN for each Conference Proceeding Book and a DOI number for each manuscript published in this book.
PressAcademia Procedia is currently indexed by DRJI, J-Gate, International Scientific Indexing, ISRA, Root Indexing, SOBIAD, Scope, EuroPub, Journal Factor Indexing and InfoBase Indexing.
Please contact to procedia@pressacademia.org for your conference proceedings.