Designing for loyalty programme effectiveness in the financial services industry

نویسندگان

چکیده

This study extends and tests a model determining how customer perceived benefits affect relationship investment brand quality as mediators to behavioural attitudinal loyalty with type timing of rewards moderators. A quantitative methodology survey approach was applied using randomly selected stratified sampling resulting in 277 financial services programme member respondents. The hypotheses were tested structural equation modelling. results highlight social exploration be much stronger determinants than monetary entertainment benefits, recognition having no effect moderating the influence exploratory benefits. reward moderated rewards. study’s theoretical contribution provides for an empirically validated comprehensive conceptual effectiveness industry very important design findings practitioners.

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ژورنال

عنوان ژورنال: Journal of Financial Services Marketing

سال: 2022

ISSN: ['1363-0539', '1479-1846']

DOI: https://doi.org/10.1057/s41264-022-00158-9