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The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers

机译：忠诚度计划对客户满意度，信任度和对高端和低端时尚零售商的忠诚度的影响

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This study examines the differential effects of the benefits customers receive from a loyalty program (12) on satisfaction with the LP, trust in the LP, and store loyalty for high- and low-end fashion retailers. With survey data from U.S. LP subscribers, the study tests the relationships using multiple regressions and analysis of covariance. The results show that symbolic benefits are more important for high-end fashion store consumers' satisfaction with the LP; conversely, utilitarian benefits increase consumers' satisfaction with the LP more in low-end fashion retailing, whereas hedonic benefits increase consumers' satisfaction with the LP in both types of retailers. All benefits in both types of retailers affect trust in the LP. Finally, satisfaction with and trust in the LP are important drivers of loyalty to the retailer. The findings have important implications on how managers of high- and low end fashion retailing can effectively design their LP rewards to maximize loyalty. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究调查了客户从忠诚度计划（12）获得的收益对LP满意度，对LP的信任以及对高端和低端时尚零售商的商店忠诚度的不同影响。利用美国LP订户的调查数据，该研究使用多元回归和协方差分析来测试关系。结果表明，象征性利益对于高端时装商店消费者对LP的满意度更为重要。相反，功利性收益在低端时尚零售中更能提高消费者对LP的满意度，而享乐主义收益在两种类型的零售商中都能提高消费者对LP的满意度。两种类型零售商的所有收益都会影响对有限合伙人的信任。最后，对LP的满意和信任是忠诚于零售商的重要驱动力。这些发现对高端和低端时尚零售管理者如何有效地设计其LP奖励以最大化忠诚度具有重要意义。 （C）2016 Elsevier Inc.保留所有权利。

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