Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2019 Annual Conference

How do perceived benefits of loyalty programs translate into company loyalty?

Published: May 28, 2019


BRAHIM IDIR, Paris 13 University


perceived benefits of LPs; program loyalty; perfumery chain


Gaining customer loyalty is an important goal of marketing, and loyalty programs are designed to help in reaching it. This research investigates how do perceived benefits of loyalty programs (i.e., monetary savings, special treatment and social benefits) translate into company loyalty. Highlighted in the context of perfumery chain, our findings show that program loyalty and customer loyalty mediates the relationship between perceived benefits of LPs and company loyalty. Furthermore, program loyalty is an important driver of share of wallet (SOW). The findings have important implications on how managers of perfumery chains can effectively design their LP rewards to improve customer loyalty.