The Research on Structural Path between Relationship Benefits and Relationship Outcomes in Customer Loyalty Programs: Using Data Mining

Abstract:

In recent years, more enterprises start to take seriously to customer loyalty programs. However, customer loyalty programs do not generate relationship outcomes as people expect. This paper introduces relationship benefits into the research of customer loyalty programs. Using data mining, this study show that relationship benefits in customer loyalty can generate relationship outcomes which are customer satisfaction with customer loyalty programs and customer loyalty on customer loyalty programs. The findings of this paper are directions for future research and managerial implications.

• Periodical: Advanced Materials Research (Volumes 457-458)
• Pages: 1118-1121
• DOI: https://doi.org/10.4028/www.scientific.net/AMR.457-458.1118
• Online since: January 2012
• Authors: Qing Min Kong, Xiu Qing Liang
• Keywords: Customer Loyalty Programs, Data Mining (DM), Factor Analysis Modeling, Relationship Benefits, Relationship Outcomes, Structural Equation Modeling (SEM)

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