A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia

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dc.contributor.author Steyn, Peter
dc.contributor.author Pitt, Leyland F.
dc.contributor.author Strasheim, Arien
dc.contributor.author Boshoff, Christo
dc.contributor.author Abratt, Russell
dc.date.accessioned 2010-05-25T07:02:05Z
dc.date.available 2010-05-25T07:02:05Z
dc.date.issued 2010
dc.description.abstract The aim of this paper is to explore loyalty, loyalty schemes, and loyalty cards, as well as the internationalisation of loyalty schemes. We focus on loyalty schemes in Asia to define the primary objective of our study: to assess the impact of perceived benefits on the feelings of participants of a specific retailer's loyalty scheme, as well as customer loyalty towards the retailer. A literature review of loyalty schemes and loyalty cards is undertaken as well as the internationalisation of these cards. A survey was conducted in five Asian countries in which Toys’R’Us operates, namely Singapore, Malaysia, Hong Kong, Taiwan, and Thailand. Data was collected among members of the Toys’R’Us Star Card loyalty programme. Structural equation modelling was used to build a model that can be used to explain the simultaneous structural relations between perceived benefits, emotional feelings, and loyalty behaviours. Invariance testing was applied in order to test whether the model holds across the five countries. Our findings suggest that perceived benefits have a weak direct effect on loyalty behaviours. However, perceived benefits have a much stronger effect on feelings, which in turn have a strong effect on loyalty behaviours. We also found subtle differences between the countries in the study, which could either be attributed to cultural differences, to marketing practices, or to both, which can only be ascertained through further research. en
dc.identifier.citation Steyn,P.,et al.,A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia. Journal of Retailing and Consumer Services (2010), doi:10.1016/j.jretconser.2010.03.017 en
dc.identifier.issn 0969-6989
dc.identifier.other 10.1016/j.jretconser.2010.03.017
dc.identifier.uri http://hdl.handle.net/2263/14108
dc.language.iso en en_US
dc.publisher Elsevier en_US
dc.rights Elsevier en_US
dc.subject Loyalty schemes en
dc.subject Loyalty cards en
dc.subject Reward programmes en
dc.subject.lcsh Customer loyalty programs -- Asia en
dc.subject.lcsh Retail trade -- Cross-cultural studies -- Asia en
dc.subject.lcsh Benefit performances -- Asia en
dc.title A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia en
dc.type Postprint Article en


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