Examining the dynamics of customer adoption of retail loyalty programmes in India Online publication date: Thu, 04-Mar-2021
by Renu Bhardwaj; Pavleen Soni
International Journal of Electronic Customer Relationship Management (IJECRM), Vol. 12, No. 4, 2020
Abstract: In the present competitive global market retailers are striving for locking existing customers and hence, loyalty programmes are becoming increasingly common in India. In the light of this, the present study endeavours to shed light on customers' adoption of retail loyalty programmes in India. Data have been collected from 741 customers using structured questionnaire through proportionate sampling, by devising a sample proportionate to population proportion for each district of Delhi (Census, 2011). Data have been analysed through descriptive statistics, confirmatory factor analysis (CFA), structural equation modelling (SEM) and hierarchical binary logistic regression using SPSS 18.0 and AMOS 18.0 software. The findings of the study suggest that respondents' attitude is a key variable which significantly influences loyalty programme attributes and in turns play a pivotal role in the adoption of loyalty programmes by customers. Of three loyalty programme attributes - perceived advantage and perceived complexity have been found to have significant impact on loyalty programme adoption. The outcomes of the study highlight the need for communication campaigns which would increase customer participation in loyalty programmes.
Online publication date: Thu, 04-Mar-2021
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Customer Relationship Management (IJECRM):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email email@example.com