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Adherence to customer loyalty programmes and changes in buyer behaviour

Author

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  • Jesús Collado Agudo
  • Angel Herrero Crespo
  • Ignacio Rodríguez del Bosque

Abstract

This study examines the factors that influence the effectiveness of customer loyalty programmes to cause a change in consumers' behaviour in retailing services. In particular, three explanatory variables are analysed: the quality of service offered to the customer, her/his trust in the company, and her/his attitude towards loyalty programmes. The results obtained indicate that a change in the buyer's behaviour is directly influenced by her/his loyalty to the retailer and by her/his attitude towards loyalty programmes. Furthermore, an indirect effect on changes in buyer behaviour caused by the quality of service and the consumer's attitude towards loyalty programmes is observed.

Suggested Citation

  • Jesús Collado Agudo & Angel Herrero Crespo & Ignacio Rodríguez del Bosque, 2010. "Adherence to customer loyalty programmes and changes in buyer behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 32(8), pages 1323-1341, November.
    • Handle: RePEc:taf:servic:v:32:y:2010:i:8:p:1323-1341
    DOI: 10.1080/02642069.2010.545884
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    References listed on IDEAS

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    1. Manohar U. Kalwani & Alvin J. Silk, 1982. "On the Reliability and Predictive Validity of Purchase Intention Measures," Marketing Science, INFORMS, vol. 1(3), pages 243-286.
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