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Functional vs relational benefits: what matters most in affinity marketing?

Christos Koritos (ALBA Graduate Business School The American College of Greece, Athens, Greece)
Konstantinos Koronios (Department of Sports Management, University of Peloponnese, Sparta, Greece)
Vlasis Stathakopoulos (Department of Marketing & Communication, Athens University of Economics & Business, Athens, Greece)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 8 July 2014




The purpose of this paper is to classify and compare the importance of the benefits consumers derive from affinity credit card programmes.


A random sample of affinity credit card holders of a major Greek athletic club (AC) was surveyed and a multi-group structural equation model was run to assess the hypothesised relationships among the study constructs.


Overall, the relational benefits of affinity credit cards outperform the functional ones. However, this finding depends on the number of additional credit cards held by affinity credit card holders.


The study is the first one to test formally the viability of a core services marketing theory (relational benefits) within the affinity marketing field as a means of explaining consumer behaviour within such a context.



Koritos, C., Koronios, K. and Stathakopoulos, V. (2014), "Functional vs relational benefits: what matters most in affinity marketing?", Journal of Services Marketing, Vol. 28 No. 4, pp. 265-275.



Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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