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

Yıl 2020, Cilt: 20 Sayı: 2, 103 - 126, 25.06.2020

Merve Türk Tutku Eker İşcioğlu

https://doi.org/10.18037/ausbd.758038

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

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