Original paper
Relationships among customer loyalty programs, service quality, relationship quality and loyalty
Abstract
Purpose The purpose of this paper is to measure the impact of customer loyalty programs on relationship quality, relationship commitment, and loyalty. Design/methodology/approach A survey with 480 qualified observations from department store customers in Taiwan was conducted. A structural equation modeling approach was used. Findings Customer loyalty programs have a partially supported positive impact on relationship quality; service quality has...
Paper Details
Title
Relationships among customer loyalty programs, service quality, relationship quality and loyalty
Published Date
Jun 14, 2011
Journal
Volume
5
Issue
2
Pages
194 - 206
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Notes
History