Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty

Pandit, Ameet; Vilches-Montero, Sonia

doi:10.1016/j.jretconser.2016.05.001

Cited by 25 publications

(11 citation statements)

References 62 publications

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“…Many previous studies have researched the relationship between program loyalty and store loyalty. Attachment to LPs has been proved to influence the affective nature of the customer-store relationship and positively affect store loyalty ( Pandit and Vilches-Montero, 2016 ). Customers’ overall identification with the store has also increased as they become loyal to LPs, leading to better identification and prompting them to create closer ties with the brand ( Konuk, 2018 ).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

2022

Front. Psychol.

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Customers’ declining receptivity to conventional marketing tools has been a challenge for convenience stores. To overcome this, retailers are turning to social media as a new, potent marketing tool for creating business prospects and encouraging direct customer interaction. However, it is still unknown how social media marketing affects the shifts in customer behavior. This paper expands on the relationship of “loyalty program (LP) + virtual community experience → perceived value → customer loyalty” in the traditional convenience store scenario, refining the variables of virtual community experience, perceived value, and customer loyalty. It also compares the effectiveness of different LP design structures (reward amounts × reward time limits) and explores the mediation impact of program loyalty and the moderation effect of alternative attractiveness. The results demonstrate the superior performance of LPs with an expiry policy and differential returns and highlight the importance of enhancing members’ virtual community experiences in fostering customer perceived value and loyalty. The results also show the minor negative moderation impact of community group buying and prove that emotional value significantly impacts customer loyalty. Still, the social value does not affect program loyalty. The recommendations are offered, such as designing growing-oriented and periodical zeroing LPs, as well as using new social media marketing tools (virtual community-based marketing) to empower traditional marketing techniques (LP-based relationship marketing) and constructing a “convenience store + community group buying” model. The findings have substantial theoretical and practical implications for traditional convenience stores in properly implementing loyalty and social media marketing tactics to maximize customer value and loyalty with a limited budget.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

2022

Front. Psychol.

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“…Researchers have uncovered the moderating role of relationship proneness in the formation of loyalty (Adjei and Clark, 2010;Menidjel et al, 2017); the mediating role of this construct, however, remains unknown. Earlier research has focused on the indirect effect of satisfaction on loyalty through mediating variables such as trust (Filipe et al, 2017), customer relationship management (CRM) quality (Nyadzayo and Khajehzadeh, 2016), switching costs and alternative attractiveness (Chuah et al, 2017) and commitment (Caceres and Paparoidamis, 2007;Pandit and Vilches-Montero, 2016). However, further inquiries are needed to explore other mediators to better understand how the satisfaction-loyalty relation is formulated (Castañeda, 2011;Kumar et al, 2013;Schirmer et al, 2018).…”

Section: Relationship Proneness As a Mediatormentioning

confidence: 99%

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

Menidjel

Benhabib

Bilgihan

et al. 2019

IJRDM

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Purpose Product category involvement and relationship proneness are crucial in explaining relationship outcomes. Nevertheless, the authors know little about their roles in the formation of loyalty, especially in the retail industry. Individual consumer traits and preferences are likely to play a critical role in the success of relationship marketing. Yet, relationship marketing studies have fallen short of considering such individual differences. The purpose of this paper is to examine the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction and loyalty in retail clothing stores. Design/methodology/approach Data were obtained using a survey of 220 consumers. Partial least squares structural equation modeling was employed to test the proposed theoretical model. Findings The results show that satisfaction significantly affects product category involvement and relationship proneness, which, in turn, significantly affect purchase intention and word-of-mouth (WOM). The results also show that product category involvement and relationship proneness partially mediate the impact of satisfaction on purchase intention and WOM. Research limitations/implications Product category involvement and relationship proneness play a critical role in explaining the satisfaction–loyalty link. Future research could consider the role of potential moderating variables. Practical implications Retail managers should not only focus on improving customer satisfaction to achieve customer loyalty, but should also consider the importance of product category involvement and relationship proneness, and their role in the formation of customer loyalty both in traditional and online environments. Originality/value To the best of the authors’ knowledge, this study is the first to explore the mediating effects of product category involvement and relationship proneness on the relationship between satisfaction, purchase intention and WOM in the retail industry.

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“…Kumar et al (2015) and Lewicka (2014) posit that consumers can develop post-purchase emotional commitment to the brands. And emotional commitment is the key driver of customer loyalty toward the brand (Pandit and Vilches-Montero, 2016). In order to maintain brand relationships, emotional antecedents of brand loyalty need to be considered and positive feelings are coupled with high levels of brand commitment (Chaudhuri and Holbrook, 2001).…”

Section: Literature Reviewmentioning

confidence: 99%

The moderating impact of emotions on customer equity drivers and loyalty intentions

Razzaq

Yousaf

Hong

2017

APJML

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Purpose The purpose of this paper is to investigate the significant contribution of emotions along with other conventional loyalty drivers on the loyalty intentions. Design/methodology/approach The influence of three conventional loyalty drivers, i.e., value equity, brand equity, relationship equity on loyalty intentions was investigated by further exploring the moderating effects of negative and positive emotions. A sample of 834 Pakistani consumers in the supermarkets and banking industries was studied employing store-intercept survey design. Findings Consumer behavior is driven by emotions in both the supermarkets and banking context. Thus, in order to better predict customer loyalty intentions, the emotional component is crucial and should be included along with other cognitive components. Practical implications Since customers’ emotional responses throughout service delivery are strongly linked to loyalty, therefore supermarkets and bank service managers need to make sure that the customers experience with their services as pleasurable as possible and for this purpose, customer service employees need to be trained in order to better understand the customers’ emotional responses during the course of service delivery process. Originality/value The present study complements the existing literature regarding the role of emotions in service settings and offers a new point of view for the linkage among emotions, customer equity drivers and customer loyalty intentions.

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Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty

Cited by 25 publications

References 62 publications

Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

Assessing the role of product category involvement and relationship proneness in the satisfaction–loyalty link in retailing

The moderating impact of emotions on customer equity drivers and loyalty intentions

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