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A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
University of Pretoria.
University of Stellenbosch.
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2010 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 17, no 5, p. 355-373Article in journal (Refereed) Published
Abstract [en]

The aim of this paper is to explore loyalty, loyalty schemes, and loyalty cards, as well as the internationalisation of loyalty schemes. We focus on loyalty schemes in Asia to define the primary objective of our study: to assess the impact of perceived benefits on the feelings of participants of a specific retailer's loyalty scheme, as well as customer loyalty towards the retailer. A literature review of loyalty schemes and loyalty cards is undertaken as well as the internationalisation of these cards. A survey was conducted in five Asian countries in which Toys'R'Us operates, namely Singapore, Malaysia, Hong Kong, Taiwan, and Thailand. Data was collected among members of the Toys'R'Us Star Card loyalty programme. Structural equation modelling was used to build a model that can be used to explain the simultaneous structural relations between perceived benefits, emotional feelings, and loyalty behaviours. Invariance testing was applied in order to test whether the model holds across the five countries. Our findings suggest that perceived benefits have a weak direct effect on loyalty behaviours. However, perceived benefits have a much stronger effect on feelings, which in turn have a strong effect on loyalty behaviours. We also found subtle differences between the countries in the study, which could either be attributed to cultural differences, to marketing practices, or to both, which can only be ascertained through further research.

Place, publisher, year, edition, pages
2010. Vol. 17, no 5, p. 355-373
Keywords [en]
Business / Economics - Business studies
Keywords [sv]
Ekonomi - Företagsekonomi
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-11524DOI: 10.1016/j.jretconser.2010.03.017Scopus ID: 2-s2.0-77955154230Local ID: a8666f50-53ac-11df-a0f4-000ea68e967bOAI: oai:DiVA.org:ltu-11524DiVA, id: diva2:984474
Note
Validerad; 2010; 20100429 (ysko)Available from: 2016-09-29 Created: 2016-09-29 Last updated: 2018-07-10Bibliographically approved

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Steyn, PeterPitt, Leyland

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CiteExportLink to record
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  • apa
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