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Abstract ▼ AI-Helper

This study strives to identify effects of the relationship between the loyalty program and service loyalty through focusing on the role of the loyalty program which is used as a means of promotion in relationship marketing. According to the result of the empirical testing, the higher the economical ...

This study strives to identify effects of the relationship between the loyalty program and service loyalty through focusing on the role of the loyalty program which is used as a means of promotion in relationship marketing. According to the result of the empirical testing, the higher the economical usefulness and psychological usefulness (the perceived value of the loyalty program) are, the higher the customer satisfaction rate was. Also, the higher the satisfaction of the loyalty program, the more credibility increased. Furthermore, the higher credibility was the more positive the influencing relationship with a heightened level of commitment was found to be. It was discovered that different factors such as customer satisfaction, customer trust, customer commitment in the loyalty program have a positive influence on service loyalty. Loyalty program satisfaction, along with loyalty program credibility and commitment indirectly affected service loyalty.

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