The Antecedents of Loyalty Program Engagement

Stephen Skinner

doi:10.26182/taw9-j922

The Antecedents of Loyalty Program Engagement

Stephen Skinner

UWA Business School

Research output: Thesis › Doctoral Thesis

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Abstract

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 language	English
Qualification	Doctorate
Awarding Institution	The University of Western Australia
Supervisors/Advisors	Roy, Sanjit , Supervisor
Thesis sponsors	Australian Government Research Training Program
Award date	25 Oct 2022
DOIs	https://doi.org/10.26182/taw9-j922
Publication status	Unpublished - 2022

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10.26182/taw9-j922

THESIS - DOCTOR OF BUSINESS ADMINISTRATION - SKINNER, Stephen Peter - 2022
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Cite this

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title = "The Antecedents of Loyalty Program Engagement",

abstract = "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.",

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AB - 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.

KW - Loyalty prgrams

KW - engagement

KW - perceived benefits

KW - commitment

KW - trust

KW - direct marketing communications

KW - loyalty

KW - attitudinal and action loyalty

U2 - 10.26182/taw9-j922

DO - 10.26182/taw9-j922

M3 - Doctoral Thesis

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The Antecedents of Loyalty Program Engagement

Abstract

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