دانلود مقاله انگلیسی مدیریت ۲۰۱۴ : The influence of customer loyalty program design on the relationship between customer motivesand value perception

دانلود مقاله انگلیسی ۲۰۱۴ مدیریت

The influence of customer loyalty program design on the relationship between customer motivesand value perception

a b s t r a c t

Despite the strong use in marketing practice,the effectivenessof loyalty programs is still heavily questioned among researchers .In our study we present an empirically tested framework that views customer loyalty programs (CLPs)with their differing designs as am oderatinon too line a means-end relationship between customer motives and value. By disentangling customer value perceptions of loyalty programs we contribute to the remaining question of the efficacy of CLPs and set the road  for further research.Our results support the argument that CLPs canbean effective tool and are not only something thataddstothevalueofaproductorservice,butrathercreatesvaluebyitself.However,this is only the case for programs that target prevailing customer motives and hence provide a higher level of perceived value.

 ۲۰۱۴ Elsevier Ltd .All rights reserved

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