The Effect of Loyalty Program Service Quality on Customer Loyalty—An Empirical Study of Retailing

Based on the LPSQual service quality analysis method,which took three supermarkets with similar loyalty programs as research objects and built the model of service quality of loyalty program's impact on customer loyalty,this paper focused on how the service quality of loyalty program(LPSQual) improved the perceived value,and then to realize customer loyalty through program satisfaction. The results showed that the two dimensions of loyalty program service quality,plan policy and personalization had a significant positive effect on program perceived value,while reward points and communication quality had no significant effect on program perceived value. The perceived value of the program had a significant positive effects on the program satisfaction,and had no direct effect on customer loyalty,but it can achieve the positive effect on customer loyalty through the program satisfaction as an intermediate variable.