Functional vs relational benefits: what matters most in affinity marketing?

Functional vs relational benefits: what matters most in affinity marketing? Purpose – The purpose of this paper is to classify and compare the importance of the benefits consumers derive from affinity credit card programmes. Design/methodology/approach – A random sample of affinity credit card holders of a major Greek athletic club (AC) was surveyed and a multi‐group structural equation model was run to assess the hypothesised relationships among the study constructs. Findings – Overall, the relational benefits of affinity credit cards outperform the functional ones. However, this finding depends on the number of additional credit cards held by affinity credit card holders. Originality/value – The study is the first one to test formally the viability of a core services marketing theory (relational benefits) within the affinity marketing field as a means of explaining consumer behaviour within such a context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Functional vs relational benefits: what matters most in affinity marketing?

Journal of Services Marketing, Volume 28 (4): 11 – Jul 8, 2014

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Publisher
Emerald Publishing
Copyright
Copyright © 2014 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
DOI
10.1108/JSM-10-2012-0213
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to classify and compare the importance of the benefits consumers derive from affinity credit card programmes. Design/methodology/approach – A random sample of affinity credit card holders of a major Greek athletic club (AC) was surveyed and a multi‐group structural equation model was run to assess the hypothesised relationships among the study constructs. Findings – Overall, the relational benefits of affinity credit cards outperform the functional ones. However, this finding depends on the number of additional credit cards held by affinity credit card holders. Originality/value – The study is the first one to test formally the viability of a core services marketing theory (relational benefits) within the affinity marketing field as a means of explaining consumer behaviour within such a context.

Journal

Journal of Services MarketingEmerald Publishing

Published: Jul 8, 2014

Keywords: Satisfaction; Consumers; Relational benefits; Affinity marketing; Credit cards

References

  • The evolution of cooperation
    Axelrod, R.; Hamilton, W.D.
  • Relationship marketing research (1994‐2006): an academic literature review and classification
    Das, K.
  • Factors leading to group identification: a field study of winners and losers
    Fisher, R.J.; Wakefield, K.
  • The impact of a prestigious partner on affinity card marketing
    Fock, H.Y.; Woo, K.S.,; Hui, M.K.
  • Relationship marketing: the influence of consumer involvement on perceived service benefits
    Kinard, B.R.; Capella, M.L.
  • Linking products to a cause or affinity group: does this really make them more attractive to consumers?
    Mekonnen, A.; Harris, F.,; Laing, A.
  • Affinity credit cards: a critical review
    Worthington, S.
  • Alumni affinity credit cards: Making the relationship work
    Worthington, S.; Horne, S.

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