Examining the roles played by a store satisfaction-love framework in shaping the influence of store loyalty programs

Sreejesh S. (Department of Marketing and Strategy, IFHE University, Hyderabad, India)
Abhigyan Sarkar (Department of Marketing, Institute of Management Technology, Ghaziabad, India)
Sudeepta Pradhan (Department of Marketing and Strategy, IFHE University, Hyderabad, India)

Management Research Review

ISSN: 2040-8269

Publication date: 15 August 2016

Abstract

Purpose

This study aims to investigate how the influences of store loyalty programs on store loyalty and store relations can be mediated by the store satisfaction-love framework.

Design/methodology/approach

The survey data were collected from selected retail stores using stratified random sampling. The hypotheses were tested using structural equation modeling.

Findings

The results indicate that the impacts of store loyalty programs on store loyalty and store relations are mediated both by store love and store satisfaction.

Practical implications

This study’s findings help practitioners by empirically demonstrating that the combined cognitive satisfaction of consumers with store loyalty programs and affective store love mediate the influences of loyalty programs on consumer loyalty toward the store and on the consumer–store relation. Therefore, cognitive satisfaction with loyalty programs alone cannot create strong loyalty and a customer relationship. Cognitive satisfaction with various loyalty programs must be converted into affective store love for the mediation to be significant and effective.

Originality/value

This research adds value to the domain of store loyalty research by empirically establishing the mediating role played by the cognitive satisfaction-affective love framework in shaping the influences of loyalty programs designed by store management on the final store loyalty and customer–store relationship.

Keywords

Citation

S., S., Sarkar, A. and Pradhan, S. (2016), "Examining the roles played by a store satisfaction-love framework in shaping the influence of store loyalty programs", Management Research Review, Vol. 39 No. 8, pp. 879-898. https://doi.org/10.1108/MRR-06-2014-0150

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2016, Emerald Group Publishing Limited

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