#5434. The mediating effects of program loyalty in loyalty rewards programs: an experimental design in coffee shops

August 2026publication date
Proposal available till 16-05-2025
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Journal’s subject area:
Strategy and Management;
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Abstract:
Purpose: The purpose of this study is to evaluate the impact of reward structure on the customers value perception of the program, loyalty to the program and loyalty to the firm. Design/methodology/approach: A 2 (type of reward) x 2 (timing of redemption) between subjects experimental design was conducted. In addition, the indirect effect of the customers value perception of the program on loyalty to the firm via loyalty to the program is tested with Hayes and Preachers mediation procedure.
Keywords:
Customer loyalty; Loyalty programs; Program loyalty; Timing of redemption; Type of reward; Value perception

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