Jesús Collado Agudo, Ángel Herrero Crespo, I. Rodríguez del Bosque
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Adherence to customer loyalty programmes and changes in buyer behaviour
This study examines the factors that influence the effectiveness of customer loyalty programmes to cause a change in consumers' behaviour in retailing services. In particular, three explanatory variables are analysed: the quality of service offered to the customer, her/his trust in the company, and her/his attitude towards loyalty programmes. The results obtained indicate that a change in the buyer's behaviour is directly influenced by her/his loyalty to the retailer and by her/his attitude towards loyalty programmes. Furthermore, an indirect effect on changes in buyer behaviour caused by the quality of service and the consumer's attitude towards loyalty programmes is observed.
期刊介绍：
The mission of The Service Industries Journal is to enhance our understanding of the services sector, service firms, and the efficient management of these entities. Pioneering the field since 1981, we stand as the world's inaugural academic, peer-reviewed journal dedicated to the services sector and service management. Over the years, we have earned a prestigious international reputation for delivering high-quality content and insights.
We enthusiastically invite submissions from researchers worldwide whose studies are grounded in social sciences such as sociology, psychology, economics, law, and politics.
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