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Mağaza Sadakat Programlarının Algılanması, Güven, İlişkiyi Sürdürme İsteği ve Mağaza Sadakati Arasındaki İlişkilerin Yapısal Eşitlik Modeli ile İncelenmesi = Analyzing the Relationships Among Perceptions on Store Loyalty Programs, Trust, Customer Commitment to the Relationship and Store Loyalty Through Structural Equation Modeling

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Author(s): Tülay Yeniçeri | Ela Erten

Journal: Dogus University Journal
ISSN 1302-6739

Volume: 9;
Issue: 2;
Start page: 232;
Date: 2008;
Original page

Keywords: Perakendecilik | İlişkisel Pazarlama | Sadakat Programları | Mağaza Sadakati | Yapısal Eşitlik Modeli | Retailing | Relationship Marketing | Loyalty Programs | Store Loyalty | Structural Equation Modeling

ABSTRACT
Especially in the retail industry, where there is intense competition, companies have started to initiate customer loyalty programs. By the help of these programs companies expect to develop long - term relationships with their customers and collect useful information about them as well. The purpose of this research is to analyze a supermarket customer loyalty program to investigate the relationship between customer loyalty programs and the actual customer loyalty to a company’s products and services. Structural Equation Modeling (SEM) was used in order to test our research hypotheses. As a result of the Structural Equation Modeling, it is found that the trust, which is an important factor in relationship marketing, has also impact on the continuation of the relationship. The other consequence of the research is that the store loyalty is affected by perception of the loyalty programs and the willingness to continue the relationship with the store.

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