Factors influencing supermarket store loyalty

• Autor(a) principal: Vasconcellos, Isabella Moreira Pereira de
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/7762
• topic: Administração de empresas; Marketing de relacionamento; Clientes - Contatos; Serviço ao cliente; Satisfação do consumidor

This study focused the supermarket industry and its objective was to measure how much the existence of a program card loyalty in a supermarket, the customer loyalty to this program and the perception of value the customers have of the firm, affect the store loyalty. As many companies have been spending a great amount of money to keep their Loyalty Programs, it seems to be relevant to measure the effectiveness of this kind of program. The methodology used in this study was Linear Regression Analysis. In the regression analyses were considered the constructs: Program Perceived Value, Program Card Loyalty and Store Perceived Value as the independent variables and Store Loyalty as the dependent variable. The analysis concluded that the Loyalty Programs in supermarkets are not working as an effective loyalty tool. Firms are spending money on it that may not be justified. The Program Card Loyalty proved to have no correlation with the Store Perceived Value.