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- Title
Sadakat Programına Yönelik Tutum, Mağaza Memnuniyeti, Mağaza Sadakati ve Satın Alma Niyeti Arasındaki Etkileşim: Kozmetik Perakendeciliği Örneği.
- Authors
Türk, Merve; İşcioğlu, Tutku Eker
- Abstract
Today, increasing competition has been influential in cosmetics retailing as well and has led retailers to implement loyalty programs aiming to increase consumer loyalty and sales. With loyalty cards, one form of loyalty programs, consumers are offered two benefits, which can be divided as monetary/hard and non-monetary/soft benefits. The aim of this study is to examine the relationship between consumers' attitude towards loyalty programs, store satisfaction, store loyalty and purchase intention towards cosmetics retailers offering different benefits. Data was collected with an online questionnaire from 200 participants who preferred either Gratis, which offers hard and soft benefits, or Sephora, which offers only hard benefits. The research model, developed with respect to the aim of research, was tested with "Partial Least Squares Structural Equation Modeling" and "Multi Group Analysis". According to the findings, attitude towards loyalty program has resulted in store satisfaction and store loyalty for both Gratis and Sephora, while creating purchase intention only for Gratis. On the other hand, store satisfaction had a positive effect on store loyalty only for Gratis, but has not resulted in purchase intention for both. While store loyalty has created a positive effect on purchase intention for Gratis, this effect has not been realized for Sephora.
- Publication
Anadolu University Journal of Social Sciences / Anadolu Üniversitesi Sosyal Bilimler Dergisi, 2020, Vol 20, Issue 2, p103
- ISSN
1303-0876
- Publication type
Article
- DOI
10.18037/ausbd.758038