PurposeThis research aims to build on theoretical, managerial, and empirical knowledge to improve store loyalty programmes and its impact on relationship building efforts. More specifically this study tries to understand whether store love along with store satisfaction play any role in shaping the final outcomes of store loyalty programmes.Design/methodology/approachThe research employs self-expansion theory of Aron et al. (2005) to build the conceptual model and to explain the mediating roles of store satisfaction and love. Surveys were conducted in selected retail chains. Structural equation modeling technique (LISREL 8.72) has been used to validate the model. FindingsStudy results indicate that the impacts of store loyalty programmes on desired outcome variables, like, store loyalty and store relationships are mediated by store love and satisfaction. This study also confirms the fact that store satisfaction-love framework acts as a better mediator compared to satisfaction alone while mediating the influences of store loyalty programs on desirable outcome variables.Practical implicationsThe practical significance of this study lies in its findings which alert the practitioners and academicians to the roles played by the affective components, like store love while implementing the loyalty program initiatives.Originality/valueThis research adds value to the domain of store loyalty research by proposing that store love needs to be created along with store satisfaction in order to get the desired outcomes from store loyalty programs.
Management Research Review – Emerald Publishing
Published: Aug 15, 2016
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