Business, Management and Accounting
8 years ago

Retailer loyalty programs boost customer loyalty through confidence and social benefits.

Guanli xuebao
The Mediating Effect of Relational Benefits on Retailer Loyalty Programs towards Customer Loyalty
Xu Yueheng

Paper Summary

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The article explores how loyalty programs in retail stores can make customers more loyal. It suggests that these programs not only directly make customers more loyal, but also indirectly by making them feel more confident, socially connected, and special. The study found that feeling confident because of a loyalty program is the most important factor in making customers loyal, followed by feeling socially connected. This information can help retailers design better loyalty programs to keep customers coming back.