The Interaction Between Attitude Towards Loyalty Programs on Store Satisfaction, Store Loyalty and Purchase Intention: The Case of Cosmetics Retailers

Öz

Today, increasing competition has been influential in cosmetics retailing as well and has led retailers to implement loyalty programs aiming to increase consumer loyalty and sales. With
loyalty cards, one form of loyalty programs, consumers are offered two benefits, which can be divided as monetary/hard and non-monetary/soft benefits. The aim of this study is to examine the relationship between consumers’ attitude towards loyalty programs, store satisfaction, store loyalty and purchase intention towards cosmetics retailers offering different benefits. Data was collected with an online questionnaire from 200 participants who preferred either Gratis, which offers hard and soft benefits, or Sephora, which offers only hard benefits. The research model,
developed with respect to the aim of research, was tested with “Partial Least Squares Structural Equation Modeling” and “Multi Group Analysis”. According to the findings, attitude towards loyalty program has resulted in store satisfaction and store loyalty for both Gratis and Sephora, while creating purchase intention only for Gratis. On the other hand, store satisfaction had a positive effect on store loyalty only for Gratis, but has not resulted in purchase intention for both. While store loyalty has created a positive effect on purchase intention for Gratis, this effect has not been realized for Sephora. 

Anahtar Kelimeler

• Attitude Towards Loyalty Program
• Store Satisfaction
• Store Loyalty
• Purchase Intention
• Cosmetics Retailers

Sadakat Programına Yönelik Tutum, Mağaza Memnuniyeti, Mağaza Sadakati ve Satın Alma Niyeti Arasındaki Etkileşim: Kozmetik Perakendeciliği Örneği

Öz

Günümüzde hızla artan rekabet, kozmetik perakendeciliği sektöründe de etkisini göstermiş ve perakendecileri tüketici bağlılığını ve satışları arttırmayı hedefleyen sadakat programları geliştirmeye yöneltmiştir. Sadakat programlarının bir çeşidi olan sadakat kartları ile tüketicilere sunulan faydalar, maddi/sert ve maddi olmayan/yumuşak faydalar olarak ikiye ayrılabilir. Bu araştırmanın amacı, farklı faydalar sunan kozmetik perakendecilerinin, sadakat kartlarını kullanan tüketicilerin sadakat programlarına yönelik tutumu, mağaza memnuniyeti, mağaza sadakati ve atin alma niyeti arasındaki etkileşimi incelemektir. Araştırmada, sert ve yumuşak faydaları tüketicilerine sunan Sephora mağazası ile sadece sert faydalar sunan Gratis mağazasını tercih eden 200 katılımcıdan çevrimiçi anket formu ile veriler toplanmıştır. Araştırma amacına uygun olarak geliştirilen araştırma modeli, “Kısmi En Küçük Kareler Yöntemine Dayalı Yapısal Eşitlik Modellemesi” ve “Çoklu Grup Analizi” ile test edilmiştir. Bulgulara göre, sadakat programına yönelik tutum, hem Gratis hem de Sephora için mağaza memnuniyeti ve mağaza sadakati ile sonuçlanırken, sadece Gratis için atin alma niyeti yaratmıştır. Öte yandan, mağaza memnuniyeti sadece Gratis için mağaza sadakati üzerinde olumlu etki oluşturmuş, ancak her ikisi için de atin alma niyeti ile sonuçlanmamıştır. Mağaza sadakati ise, Gratis’e yönelik atin alma niyeti üzerinde olumlu etki yaratırken, Sephora için bu etki gerçekleşmemiştir.

Anahtar Kelimeler

• Sadakat Programına Yönelik Tutum
• Mağaza Memnuniyeti
• Mağaza Sadakati
• Satın Alma Niyeti
• Kozmetik Perakendeciliği

Kaynakça

1. Ajzen, I. (1991). The theory of planned behaviour. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
2. Akarsu, B. & Akarsu, B. (2019). Bilimsel araştırma tasarımı - nicel, nitel ve karma araştırma yaklaşımları. İstanbul: Cinius.
3. Alkoç, K. Y. (2017). Üniversite imajı, üniversiteye duyulan memnuniyet ve öğrenci sadakati arasındaki ilişkileri anlamaya yönelik bir araştırma. Uluslararası Bilimsel Araştırmalar Dergisi, 2(2), 270-280.
4. Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
5. Assael, H. (1987). Consumer behavior and marketing action (4. Baskı), Boston: Kent.
6. Barlow, R. (1995). Five mistakes of frequency marketing. Direct Marketing, 57(11), 16-17.
7. Barlow, R. (1996). Agencies to consumers: Can we relate? Brandweek, 37(41), 40-42.
8. Bennett, R. & Rundle‐Thiele, S. (2004). Customer satisfaction should not be the only goal. Journal of Services Marketing, 18(7), 514-523.

9. Bloemer, J. & De Ruyter, K. (1998). On the relationship between store image, store satisfaction and store loyalty. European Journal of Marketing, 33(5/6), 499-513.
10. Bojei, J., Julian, C. C., Wel, C. A. B. C. & Ahmed, Z. U. (2013). The empirical link between relationship marketing tools and consumer retention in retail marketing. Journal of Consumer Behaviour, 12(3), 171-181.
11. Bolton, R., Lemon, K. N. & Verhoef, P. C. (2002). The theoretical underpinnings of customer asset management: A framework and propositions for future research. Nashville, TN: Marketing Science Institute.
12. Bose, S. & Rao, V. G. (2011). Perceived benefits of customer loyalty programs: Validating the scale in the Indian content. Management and Marketing, 6(4), 543-560.
13. Bozkuş, F. & Yılmaz, Ö. B. (2018, Temmuz). Kozmetikte büyüme zamanı. Ekonomist. Erişim adresi: https://www.ekonomist.com.tr/kapak-konusu/kozmetikte-buyume-zamani.html
14. Bridson, K., Evans, J. & Hickman, M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of Retailing and Consumer Services, 15(5), 364-374.
15. Capizzi, M. T. & Furguson, R. (2005). Loyalty trends for the twenty-first century. Journal of Consumer Marketing, 22(2), 72-80.
16. Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811-828.
17. Cronin, J. J. & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55-68.
18. Çakmak, A. Ç. & Üster, Z. (2013). Mağaza kartlarının müşteri sadakatine etkisi: Kastamonu şehir merkezinde bir araştırma. KSÜ Sosyal Bilimler Dergisi, 10(2), 1-24.
19. Demoulin, N. T. M. & Zidda, P. (2008). On the impact of loyalty cards on store loyalty: Does the customers’ satisfaction with the reward scheme matter? Journal of Retailing and Consumer Services, 15(5), 386-398.
20. Day, G.S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
21. Dorotic, M., T. Bijmolt, H. A. & Verhoef, P. C. (2012). Loyalty programmes: Current konowledge and research directions. International Journal of Management Reviews, 14, 217-237.
22. Egan, J. (2000). Drivers to relational strategies in retailing. International Journal of Retail & Distribution Management, 28(8), 379-386.
23. Eren, S. & Erge, A. (2012). Marka güveni, marka memnuniyeti ve müşteri değerinin tüketicilerin marka sadakati üzerine etkisi, Journal of Yaşar University, 26(7), 4455-4482.
24. Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
25. Fornell, C. & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
26. Furinto, A., Pawitra, T. & Balqiah, T. E. (2009). Designing competitive loyalty programs: How types of program affect customer equity. Journal of Targeting, Measurement & Analysis for Marketing, 17(4), 307-319.
27. Gratis. (t.y.). Gratis card. Erişim adresi: https://www.gratis.com/gratisCard
28. Gupta, S., Lehmann, D. R. & Stuart, J. A. (2004). Valuing customers. Journal of Marketing Research, 41(1), 7-18.
29. Hair, J. H., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis (7. Baskı). USA: Pearson.
30. Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2017). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2. Baskı). Thousands Oak, CA: Sage.
31. Hair, J., Sarstedt, M., Ringle, C. & Mena, J. (2012). An assessment of the use of Partial Least Squares Structural Equation Modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.
32. Hanzaee, K. H. & Rezaeyeh, S. P. (2013). Investigation of the effects of hedonic value and utilitarian value on customer satisfaction and behavioural intentions. African Journal of Business Management, 7(11), 818-825.
33. Harris, E. (2000). Recognize, reward, reap the benefits. Sales and Marketing Management, 152(9), 109-119.
34. Harris, L. C. & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139-158.
35. Henseler, J., Hubona, G. & Ray, P. A. (2016). Using PLS Path Modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2-20.
36. Henseler, J., Ringle, C. M. & Sinkovics, R. R. (2009). The use of Partial Least Squares Path Modeling in international marketing. R. R. Sinkovics & P. N. Ghauri (Ed.), Advances in International Marketing (s. 277-320) içinde. Bingley: Emerald.
37. Homburg, C. & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—An Empirical Analysis. Psychology and Marketing, 18(1), 43-66.
38. Hunt, S., Arnett, D. & Madhavaram, S. (2006). The explanatory foundations of relationship marketing theory. Journal of Business & Industrial Marketing, 21(2), 72-87.
39. Hussain, R. (2016). The mediating role of customer satisfaction: Evidence from the airline industry. Asia Pacific Journal of Marketing and Logistics, 28(2), 234-255.
40. Jacoby, J. & Chestnut, R.W. (1978). Brand loyalty measurement and management. New York: Wiley.
41. Johnson, M. D. & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of Economic Psychology, 12(2), 267-286.
42. Kang, J., Alejandro, T. B. & Groza, M. D. (2015). Customer–company identification and the effectiveness of loyalty programs. Journal of Business Research, 68(2), 464-471.
43. Keh, H. T. & Lee, Y. H. (2006). Do reward programs build loyalty for services? The moderating effect of satisfaction on type and timing of rewards. Journal of Retailing, 82, 127-136.
44. Kendrick, A. (1998). Promotional products vs. price promotion in fostering customer loyalty: A report of two controlled field experiments. The Journal of Services Marketing, 12(4), 312-326.
45. Ketchup Loyalty Marketing. (t.y.). 2017-2018 Ketchup sadakat programları araştırması yayınlandı! Erişim adresi: http://www.ketchuployalty.com/blog/2017-2018-sadakat-programlari-arastirmasi-yayinda/
46. Kırım, A. (2001). Strateji ve bire-bir pazarlama CRM. İstanbul: Sistem.
47. Kim, H. Y., Lee, J. Y., Choi, D., Wu, J. & Johnson, K. K. P. (2013). Perceived benefits of retail loyalty programs: their effects on program loyalty and customer loyalty. Journal of Relationship Marketing, 12(2), 95-113.
48. Knox, S. D. & Denison, T. J. (2000). Store loyalty: Its impact on retail revenue, an emprical study of purchasing behaviour in the UK. Journal of Retailing and Consumer Services, 7(1), 33-45.
49. Kozmetik Dünyası Online Atağına Geçti. (2019). Ekonomist (7 Haziran). Erişim adresi: https://www.ekonomist.com.tr/perakende/kozmetik-dunyasi-online-atagina-gecti.html
50. Kyguoliene, A., Zikiene, K. & Grigaliunaite, V. (2017). The influence of perceived benefits on the satisfaction with the loyalty program. Inzinerine Ekonomika-Engineering Economics, 28(1), 101-109.
51. Lacey, R. & Sneath, J. Z. (2006). Customer loyalty programs: Are they fair to consumers? Journal of Consumer Marketing, 23(7), 458-464.
52. Leenheer, J., van Heerde, H. J., Bijmolt, T. H. A. & Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for self-selected members. International Journal of Research in Marketing, 24, 31-47.
53. Liu, Y. (2007). The long-term impact of loyalty programs. Journal of Marketing, 71, 19-35.
54. Macintosh G. & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14, 487-497.
55. Mcllroy, A. & Barnett, S. (2000). Building customer relationships: Do discount cards work? Managing Service Quality, 10(6), 347-355.
56. Melancon, J. P., Noble, S. M. & Noble, C. H. (2011). Managing rewards to enhance relational worth. Journal of the Academy of Marketing Science, 39, 341-362.
57. Mimouni-Chaabane, A. & Volle, P. (2010). Perceived benefits of loyalty programs: Scale development and implications for relational strategies. Journal of Business Research, 63, 32-37.
58. Noordhoff, C., Pauwels P. & Schröder, G. O. (2004). The effect of customer card programs a comparative study in Singapore and the Netherlands. International Journal of Service Industry Management, 15(4), 351-364.
59. Nunnally, J. (1978). Psychometric methods. New York: McGraw-Hill.
60. Odabaşı, Y. (2000). Satışta ve pazarlamada müşteri ilişkileri yönetimi. İstanbul: Sistem.
61. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
62. Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the customer. New York: McGraw-Hill.
63. Oliver, R., Rust, L. & Varki, S. (1997). Customer delight: Foundations, findings and managerial insight. Journal of Retailing, 73(3), 311-336.
64. O'Malley, L. (1998). Can loyalty shemes really build loyalty? Marketing Intelligence & Planning. 16(11), 47-55.
65. Omar, N. A., Ramly, S. M., Alam, S. S. & Nazri, M. A. (2015). Assessing the effect of loyalty program benefits in satisfaction-loyalty relationship: Evidence from Malaysia. Jurnal Pengurusan, 43, 145-159.
66. Oyman, M. (2002). Müşteri sadakati sağlamada sadakat programlarının önemi. Kurgu Dergisi, 19, 169-185.
67. Öz, Ö. (2006). Birebir pazarlamada müşterilerin sadakat göstergelerinin incelenmesi: Örnek bir firmada araştırma (Yayımlanmamış Yüksek Lisans Tezi). Akdeniz Üniversitesi/Sosyal Bilimler Enstitüsü, Antalya.
68. Özcan, M. & Argan, M. (2014). Tüketiciyle online (çevrimiçi) bağ kurma ile sadakat ve yeniden satın alma niyeti arasındaki ilişki: Facebook örneği. Tüketici ve Tüketim Araştırmaları Dergisi, 6(1), 51-82.
69. Özer, S. U. (2015). İstanbul’da faaliyet gösteren beş yıldızlı otel işletmelerinin müşteri sadakat programlarının içerik analizi. Ekonomi ve Yönetim Araştırmaları Dergisi, 4(1), 134-157.
70. Öztürk, S. A. (2003). Hizmet pazarlaması. Bursa: Ekin.
71. Price, L., Arnould, E. J. & Tierney, P. (1995). Going to extremes: Managing service encounters and assessing provider performance. Journal of Marketing, 59(4), 83-97.
72. Radder, L., Eyk, van M. & Swiegelarr, C. (2015). Levels of customer loyalty and perceptions of loyalty programme benefits: A South Africa retail example. The Retail and Marketing Review, 11(1), 92-105.
73. Ranjbarian, B., Sanayei, A., Kaboli, M. & Hadadian, A. (2012). An analysis of brand image, perceived quality, customer satisfaction and re-purchase intention in Iranian department stores. International Journal of Business and Management, 7(6), 40-48.
74. Ruzeviciute, R. & Kamleitner, B. (2017). Attracting new customers to loyalty programs: The effectiveness of monetary versus non-monetary loyalty programs. Journal of Consumer Behaviour, 16(6). 113-124.
75. Selvi, M., Özkoç, H. & Emeç, H. (2016). Mağaza imajı, mağaza memnuniyeti ve mağaza sadakati arasındaki ilişkinin tüketiciler açısından değerlendirilmesi. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 22(1), 105-121.
76. Sephora. (t.y.). Sephora kart. Erişim adresi: https://www.sephora.com.tr/sephora-kartim
77. Sharp, B. & Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns. International Journal of Research in Marketing, 14(5), 473-486.
78. Sheth, J. N. (1996). Organizational buying behavior: Past performance and future expectations. Journal of Business & Industrial Marketing, 11(3/4), 7-24. Solomon, M. R. (1996). Consumer behavior: Buying, having and being. Mexico: Prentice-Hall. Sreejesh, S., Sarkar, A. & Pradhan, S. (2016). Examining the roles played by a store satisfaction-love framework in shaping the influence of store loyalty programs. Management Research Review, 39(8), 879-898. Taylor, G. A. & Neslin, S. A. (2005). The current and future sales impact of a retail frequency reward program. Journal of Retailing, 81(4), 293-305. Tek, Ö. B. & Özgül, E. (2005). Modern pazarlama ilkeleri. İzmir: Birleşik. Tietje, B. (2002). When do rewards have enhancement effects? An availability valence approach. Journal of Consumer Psychology, 12(4), 363-373.
79. Uncles, M. D., Dowling, G. & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294-316.
80. Usta, A. (2012). Sorunsaldan sonuçlara bilimsel araştırma süreci: Bir araştırma raporu modeli örneği. ODÜ Sosyal Bilimler Enstitüsü Sosyal Bilimler Aratırmaları Dergisi, 3(5), 135-161.
81. Uzunkaya, T. (2016). Marka sadakatinin tekrar satın alma niyetine etkisi ve GSM sektöründe bir araştırma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 9(2), 58-67.
82. Yeniçeri, T. & Erten, E. (2011). Mağaza sadakat programlarının algılanması, güven, ilişkiyi sürdürme isteği ve mağaza sadakati arasındaki ilişkilerin yapısal eşitlik modeli ile incelenmesi. Doğuş Üniversitesi Dergisi, 9(2), 232-247.
83. Wulf, K. & Odekerken-Schröder, G. (2003). Assessing the impact of a retailer's relationship efforts on consumers’ attitudes and behavior. Journal of Retailing and Consumer Services, 10(2), 95-108.