An analysis on the effect of customer relationship proneness and customer relationship orientation on "relationship quality-relationship outcomes" of cardholders in store loyalty program

Research output: Contribution to journalArticle

Abstract

Loyalty programs have increasingly attracted interest in both academic marketing research and practice. One major factor which has been increasingly discussed is loyalty. In this study we examine the influence of cardholder relationship proneness (CRP) and cardholder relationship orientation (CRO) on relationship quality (satisfaction and commitment) and relationship outcomes (program loyalty and store loyalty) of cardholder of store loyalty programs in the department and superstore. Data were collected via drop-off and collect technique from 400 cardholders of store loyalty program in Klang Valley, Malaysia. Structural modelling techniques were applied to analyse the data. The results indicated that both CRP and CRO are related to relationship quality. The finding confirms the role of commitment and program loyalty as an important determinant of store loyalty. However, program satisfaction is not related to store loyalty. The study underlines the principal importance of loyalty to the program (program loyalty) in the store loyalty program.

Original languageEnglish
Pages (from-to)43-66
Number of pages24
JournalMalaysian Journal of Consumer and Family Economics
Volume16
Issue number1
Publication statusPublished - 2013

Fingerprint

Store loyalty
Relationship quality
Customer relationship
Loyalty programs
Loyalty
Superstores
Factors
Malaysia
Structural modeling
Marketing practices
Marketing research

Keywords

  • Commitment and loyalty
  • Relationship orientation
  • Relationship proneness
  • Satisfaction
  • Store loyalty program

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)

Cite this

@article{38019dbf1a844a9280e419a215f45eab,
title = "An analysis on the effect of customer relationship proneness and customer relationship orientation on {"}relationship quality-relationship outcomes{"} of cardholders in store loyalty program",
abstract = "Loyalty programs have increasingly attracted interest in both academic marketing research and practice. One major factor which has been increasingly discussed is loyalty. In this study we examine the influence of cardholder relationship proneness (CRP) and cardholder relationship orientation (CRO) on relationship quality (satisfaction and commitment) and relationship outcomes (program loyalty and store loyalty) of cardholder of store loyalty programs in the department and superstore. Data were collected via drop-off and collect technique from 400 cardholders of store loyalty program in Klang Valley, Malaysia. Structural modelling techniques were applied to analyse the data. The results indicated that both CRP and CRO are related to relationship quality. The finding confirms the role of commitment and program loyalty as an important determinant of store loyalty. However, program satisfaction is not related to store loyalty. The study underlines the principal importance of loyalty to the program (program loyalty) in the store loyalty program.",
keywords = "Commitment and loyalty, Relationship orientation, Relationship proneness, Satisfaction, Store loyalty program",
author = "Omar, {Nor Asiah} and Maisarah Ahmad and {Abd Aziz}, Norzalita and Nazri, {Muhamad Azrin}",
year = "2013",
language = "English",
volume = "16",
pages = "43--66",
journal = "Malaysian Journal of Consumer and Family Economics",
issn = "1511-2802",
publisher = "Malaysian Consumer and Family Economics Association",
number = "1",

}

TY - JOUR

T1 - An analysis on the effect of customer relationship proneness and customer relationship orientation on "relationship quality-relationship outcomes" of cardholders in store loyalty program

AU - Omar, Nor Asiah

AU - Ahmad, Maisarah

AU - Abd Aziz, Norzalita

AU - Nazri, Muhamad Azrin

PY - 2013

Y1 - 2013

N2 - Loyalty programs have increasingly attracted interest in both academic marketing research and practice. One major factor which has been increasingly discussed is loyalty. In this study we examine the influence of cardholder relationship proneness (CRP) and cardholder relationship orientation (CRO) on relationship quality (satisfaction and commitment) and relationship outcomes (program loyalty and store loyalty) of cardholder of store loyalty programs in the department and superstore. Data were collected via drop-off and collect technique from 400 cardholders of store loyalty program in Klang Valley, Malaysia. Structural modelling techniques were applied to analyse the data. The results indicated that both CRP and CRO are related to relationship quality. The finding confirms the role of commitment and program loyalty as an important determinant of store loyalty. However, program satisfaction is not related to store loyalty. The study underlines the principal importance of loyalty to the program (program loyalty) in the store loyalty program.

AB - Loyalty programs have increasingly attracted interest in both academic marketing research and practice. One major factor which has been increasingly discussed is loyalty. In this study we examine the influence of cardholder relationship proneness (CRP) and cardholder relationship orientation (CRO) on relationship quality (satisfaction and commitment) and relationship outcomes (program loyalty and store loyalty) of cardholder of store loyalty programs in the department and superstore. Data were collected via drop-off and collect technique from 400 cardholders of store loyalty program in Klang Valley, Malaysia. Structural modelling techniques were applied to analyse the data. The results indicated that both CRP and CRO are related to relationship quality. The finding confirms the role of commitment and program loyalty as an important determinant of store loyalty. However, program satisfaction is not related to store loyalty. The study underlines the principal importance of loyalty to the program (program loyalty) in the store loyalty program.

KW - Commitment and loyalty

KW - Relationship orientation

KW - Relationship proneness

KW - Satisfaction

KW - Store loyalty program

UR - http://www.scopus.com/inward/record.url?scp=84940288022&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84940288022&partnerID=8YFLogxK

M3 - Article

VL - 16

SP - 43

EP - 66

JO - Malaysian Journal of Consumer and Family Economics

JF - Malaysian Journal of Consumer and Family Economics

SN - 1511-2802

IS - 1

ER -