Abstract
This study investigates the role of customizing the offerings (rewards and services) of a customer loyalty program in consumers' responses regarding perceived value (cash value and emotional value), satisfaction with the loyalty program, and loyalty intention toward the focal retailer. It also examines the moderating role that customer loyalty program involvement may play in value–satisfaction–loyalty associations. Data were collected from 174 college students using a web-based survey. Results yield overall support for the model in which customization of a loyalty program influences perceived cash value of the loyalty program, which in turn influences perceived emotional value, satisfaction with the loyalty program, and loyalty toward the retailer. Additionally, consumer involvement in customer loyalty programs moderates the effectiveness of customer loyalty programs by differentiating the degrees to which perceived emotional value and satisfaction influence loyalty intention.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
