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Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study

Wei‐Ming Ou (Department of Marketing Management, Shih Chien University, Kaohsiung, Taiwan)
Chia‐Mei Shih (Department of Business Administration, Kun Shan University, Tainan, Taiwan)
Chin‐Yuan Chen (Department of Finance, Kun Shan University, Tainan, Taiwan)
Kuo‐Chang Wang (Taiwan Sugar Corporation, Tainan, Taiwan)

Chinese Management Studies

ISSN: 1750-614X

Article publication date: 14 June 2011

18403

Abstract

Purpose

The purpose of this paper is to measure the impact of customer loyalty programs on relationship quality, relationship commitment, and loyalty.

Design/methodology/approach

A survey with 480 qualified observations from department store customers in Taiwan was conducted. A structural equation modeling approach was used.

Findings

Customer loyalty programs have a partially supported positive impact on relationship quality; service quality has a positive impact on relationship quality; customers with a positive relationship quality impact their relationship commitment; the higher the relationship commitment, the higher the loyalty; and a customer loyalty program partially supports a positive impact on loyalty.

Originality/value

The paper shows that customer loyalty programs have positive influences on loyalty. However, short‐term customer loyalty programs, namely, Minimum Purchase Gift Cards, displayed no significant influence on loyalty. The incentive of short‐term customer loyalty programs is not sufficient for loyalty.

Keywords

Citation

Ou, W., Shih, C., Chen, C. and Wang, K. (2011), "Relationships among customer loyalty programs, service quality, relationship quality and loyalty: An empirical study", Chinese Management Studies, Vol. 5 No. 2, pp. 194-206. https://doi.org/10.1108/17506141111142825

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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