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How customer loyalty programs can influence relational marketing outcomes: using customer-retailer identification to build relationships

Ha, Sejin
http://rave.ohiolink.edu/etdc/view?acc_num=osu1190142786

Abstract Details

2007, Doctor of Philosophy, Ohio State University, Textiles and Clothing.
The primary objective of this dissertation was to develop a model of customer loyalty program success that builds a strong and positive customer-retailer relationship. Building upon social identity theory and Bhattacharya and Sen’s (2003) consumer-company identification model, this study proposed a model that two socio-psychological factors in relation to a customer loyalty program (loyalty program distinctiveness and identity relevance) would influence consumer membership identity and their responses to the loyalty program. A web-based experiment examined the proposed model across two parts in an apparel retailing context. Part 1 demonstrated the significance of distinctiveness and identity relevance regarding a customer loyalty program in enhancing consumer perception of identity salience as a member of the customer loyalty program. However, the proposed moderating role of perceived trustworthiness of customer loyalty programs on the two contextual factors of the customer loyalty program (loyalty program distinctiveness and identity relevance) – consumer perception of identity salience links was not shown in the study. Part 2 explored the effects of consumer perception of identity salience as a member of the loyalty program on their evaluative (attitude towards the focal retailer) and relational (customer-retailer identification and satisfaction) responses. The findings revealed that consumer perception of identity salience as a member of the loyalty program evoked by distinctiveness and identity relevance relating to the loyalty program positively influences consumer attitude toward the retailer, customer-retailer identification, and satisfaction. This study will contribute to the literature on social identity theory, customer-company identification model, the functional theory of attitude, and distinctiveness theory by providing empirical evidence of theoretical explanations within the context of a customer loyalty program in apparel retailing. The findings of this study will also allow retail marketers to design and implement customer loyalty programs that build and cultivate a loyal customer-company relationship.
Leslie Stoel (Advisor)
302 p.
Business Administration, Marketing
customer loyalty programs; customer relationship marketing; retailing

Recommended Citations

Citations

  • Ha, S. (2007). How customer loyalty programs can influence relational marketing outcomes: using customer-retailer identification to build relationships [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1190142786

    APA Style (7th edition)

  • Ha, Sejin. How customer loyalty programs can influence relational marketing outcomes: using customer-retailer identification to build relationships. 2007. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1190142786.

    MLA Style (8th edition)

  • Ha, Sejin. "How customer loyalty programs can influence relational marketing outcomes: using customer-retailer identification to build relationships." Doctoral dissertation, Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc_num=osu1190142786

    Chicago Manual of Style (17th edition)

osu1190142786
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© 2007, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.