How the Effects of Loyalty Programs, Relationship Benefits, and Relationship Quality Create Customer Loyalty? The Case of Taiwan Starbucks Coffee

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Title:	How the Effects of Loyalty Programs, Relationship Benefits, and Relationship Quality Create Customer Loyalty? The Case of Taiwan Starbucks Coffee 忠誠方案、關係利益及關係品質對顧客忠誠度影響之研究：以臺灣統一星巴克為例
Authors:	許雅棣張國謙郭念德許嘉霖汪志浩
Contributors:	國企系
Keywords:	連鎖咖啡業忠誠方案關係利益關係品質顧客忠誠度 Coffeehouse chains Loyalty programs Relationship benefits Relationship quality Customer loyalty
Date:	2017-04
Issue Date:	2017-08-17 09:09:22 (UTC+8)
Abstract:	This study investigated the loyalty programs implemented by coffeehouse chains to determine whether customer perceptions of these programs influence customer loyalty through relationship benefits and relationship quality. At present, few existing studies have investigated the relationships among loyalty programs, relationship benefits, relationship quality, and customer loyalty. This study performed an empirical investigation on the coffeehouse chain Starbucks in Taiwan to analyze the relationships among these variables. The primary findings are as follows: (1) loyalty programs enhance customer perceptions of relationship benefits (β = 0.37, p ＜ 0.001) and relationship quality (β = 0.16, p ＜ 0.05); (2) the relationship benefits (β = 0.34, p ＜ 0.05) and relationship quality (β = 0.53, p ＜ 0.001) as perceived by customers exert significant influences on their loyalty; (3) customer perception of relationship benefits significantly influences loyalty through their perception of relationship quality (β = 0.41, p ＜ 0.05); and (4) although loyalty programs have a positive and direct influence on customer loyalty (β = 0.16, p ＜ 0.05), a greater positive influence can be achieved through relationship benefits and relationship quality (β = 0.52, p ＜ 0.05). Based on these findings, we discuss implications for management in the coffeehouse industry.
Relation:	品質學報 24:2 2017.04[民106.04] 頁131-158
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] periodical articles

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