Moderation Effect of Perceived Benefits of Loyalty Programs on the Link between Store Attributes and Customer Loyalty

The objective of this paper is to examine the moderation effect of perceived benefits of loyalty programs on the link between store attributes and customer loyalty. This study uses data from loyalty program members covering different apparel retailers of Northern districts of Karnataka. In the first step variables were identified through literature review and interview method. In the next step, exploratory factor analysis was performed to identify the critical factors which measure customer loyalty in the apparel retailer’s context. Finally, moderation analysis was employed using SPSS and results indicate that perceived benefits of loyalty programs significantly moderate the relationship between stores attributes and customer loyalty.