Öz
Kaynakça
- Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68.
- 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.
- 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.
- 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.
- Liu, Y. (2007). The Long-Term Impact of Loyalty Programs. Journal of Marketing, 71, 19–35.
- Macintosh G. & Lockshin, L. S. (1997). Retail Relationships and Store Loyalty: A Multi-level Perspective. International Journal of Research in Marketing, 14, 487-497.
- 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.
- 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.
- 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.
- Zilliani, C. & Bellini, S. (2004). From Loyalty Cards to Micro-marketing Strategies: Where is Europe’s Retail Industry Heading? Measurement and Analysis for Marketing, 3(12), 281-290.
THE EFFECT OF LOYALTY CARD ATTITUDE, STORE SATISFACTION AND STORE LOYALTY ON PURCHASE INTENTION: THE CASE OF COSMETICS RETAILERS
Öz
Purpose- The purpose of the study is to see if the attitude towards loyalty card programs, store satisfaction and store loyalty create purchase intention in the cosmetics industry. More specifically, two cosmetics retailers –Gratis and Sephora – which are supposed to apply different loyalty programs are selected to examine if there are differences regarding consumers’ purchase intention for the two.
Methodology- This research applies PLS-SEM to test the proposed model with the data obtained from 200 respondents who use loyalty cards of Sephora or Gratis.
Findings- The results of Multi Group Analysis reveal that loyalty card attitude and store loyalty create purchase intention for the consumers of Gratis, but not for Sephora. On the other hand, loyalty card attitude exerts more influence on the store satisfaction and loyalty for Sephora than does for Gratis.
Conclusion- Cosmetics retailers should design loyalty programs depending on the expected returns.
Anahtar Kelimeler
Loyalty card attitude store satisfaction store loyalty cosmetics retailers
Kaynakça
- Cronin, J. J. & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68.
- 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.
- 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.
- 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.
- Liu, Y. (2007). The Long-Term Impact of Loyalty Programs. Journal of Marketing, 71, 19–35.
- Macintosh G. & Lockshin, L. S. (1997). Retail Relationships and Store Loyalty: A Multi-level Perspective. International Journal of Research in Marketing, 14, 487-497.
- 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.
- 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.
- 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.
- Zilliani, C. & Bellini, S. (2004). From Loyalty Cards to Micro-marketing Strategies: Where is Europe’s Retail Industry Heading? Measurement and Analysis for Marketing, 3(12), 281-290.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Finans, İşletme |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Temmuz 2019 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 9 Sayı: 1 |
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