The Antecedents of Loyalty Program Engagement

Stephen Skinner

Research output: ThesisDoctoral Thesis

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Loyalty programs are used by supermarket retailers to engage with customers and to build and manage long-term relationships. This study investigated what factors may be antecedents to engagement with supermarket loyalty programs in Australia. The key finding was that, of the suggested antecedents, perceived benefits is the most important antecedent to loyalty program engagement. The attitude of customers to direct marketing communications is also important. While prior research has found trust in and commitment to retailers are antecedents to customers' loyalty to the retailer, they were not found in this study to be antecedents to loyalty program engagement.
Original languageEnglish
Awarding Institution
  • The University of Western Australia
  • Roy, Sanjit , Supervisor
Thesis sponsors
Award date25 Oct 2022
Publication statusUnpublished - 2022


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