TY  - JOUR
A1  - Evanschitzky, Heiner
A1  - Ramaseshan, B.
A1  - Woisetschläger, David M.
A1  - Richelsen, Verena
A1  - Blut, Markus
A1  - Backhaus, Christof
T1  - Consequences of Customer Loyality to the Loyality Program and to the Company
T2  - Journal of the Academy of Marketing Science
N2  - Gaining customer loyalty is an important goal of marketing, and loyalty programs are intended to help in reaching it. Research on loyalty programs suggests that customers differentiate between loyalty to a company and loyalty to a loyalty program, yet little is known about the consequences of these two types of loyalty. Therefore, our study intends to make two main contributions: (1) improving our understanding of the constructs “program loyalty” and “company loyalty”, (2) investigating the relative impact of the two types of loyalty on preference, intention, and purchase behavior for the case of a multi-firm loyalty program. Results indicate that company loyalty influences a customer’s choice to visit a particular provider and to prefer it over competitors, but it is not a strong predictor of purchase behavior. Conversely, program loyalty is a far more important driver of purchase behavior. This implies that company loyalty primarily attracts customers to a particular provider and program loyalty ensures that once inside the store, more money is spent.
Y1  - 2012
UR  - https://whge.opus.hbz-nrw.de/frontdoor/index/index/docId/2368
SN  - 0092-0703
SN  - 1552-7824
VL  - 40
IS  - 5
SP  - 625
EP  - 638
PB  - Springer
CY  - Dordrecht
ER  -