Pengaruh Program Loyalitas terhadap Kesetiaan Konsumen pada Industri Halal di Yogyakarta
DOI:
https://doi.org/10.12928/ijiefb.v1i1.287Keywords:
Loyalty Program, Brand loyalty, Halal IndustryAbstract
This study aims to examine the effect of perceived benefits of loyalty programs, which include: financial benefits, social benefits, hedonic benefits, symbolic benefits of loyalty programs in the Halal Industry. This study also examined the effect of loyalty programs on brand loyalty. This research was conducted using a quantitative approach, namely by conducting surveys, online with a sample of 200 respondents. The data in this study were processed using the Structural Equation Modeling (SEM) analysis version 21. The results showed that the financial benefit variables, social benefits, symbolic benefits had a significant positive effect on loyalty programs. While the hedonic variable on loyalty programs shows a negative relationship. This study also confirms the significant positive effect of the loyalty program on brand loyalty.References
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Babin, B. J, and Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49 (2): 91–9
Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625–638.
Baumgartner, H and Steenkamp, J. B. (1996). Exploratory consumer buying behavior: conceptualization and measurement. International of Journal Reserach Marketing, 13 (2): 121–37.
Beatty, S.E, Mayer M, Coleman, J.E, Reynolds, K.E, Lee J. (1996). Customer-sales associate retail relationships. Journal of Retail ;72 (3): 223–47.
Berman, B. (2006). Developing an effective customer loyalty program. California Management Review, 49(1), 123–148.
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76–88.
Bhattacharya, C. B., Rao, H., & Glynn, M.A. (1995). Understanding the bond of identification: An investigation of its correlates among art museum. Journal of Marketing, 59(4), 46–57.
Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management: A framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271–292.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Csikszentmmihalyi, M. (2000). The costs and benefits of consuming. Journal of Consumer Research; 27 (2): 267–72.
Dorotic, M., Bijmolt, T. H. A.,&Verhoef, P.C. (2012). Loyalty programs: Current knowledge and research directions. International Journal of Management Reviews, 14(3), 217–237.
Edwards, M. R. (2005). Organizational identification: A conceptual and operational review. International Journal of Management Reviews, 7(4), 207–230.
Evanschitzky, H., Ramaseshan, B., Woisetschlager, D.M., Richelsen, V., Blut, M., & Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625-638.
Gandomi, A., & Zolfaghari, S. (2013). Profitability of loyalty reward programs: An analytical investigation. Omega, 41(4), 797–807.
Gordon, M.E, McKeage K, Fox, M.A. (1998). Relationship marketing effectiveness: the role of involvement. Journal of Psychology Marketing ;55(5):443–59.
Gudono. 2014. Analisis Data Multivariat. Edisi 4. BPFE. Yogyakarta.Gwinner, K. P., Gremler, D.D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101–114.
Hair, J. F., W. C. Black., B. J. Babin., dan R. E Anderson. (2010). Multivariate Data Analysis: A Global Prespective. Seventh Edition. Pearson Education, Inc. United States of America.
Henderson, C. M., Beck, J. T., & Palmatier, R. W. (2011). Review of the theoretical underpinnings of loyalty programs. Journal of Constructivist Psychology, 21(3), 256–276.
Hirshman, E, Holbrook M. (1982). Hedonic consumption: emerging concepts methods and propositions. Journal of Marketing, 46(3):92-102.
Homburg, C., Wieseke, J., & Hoyer, W. D. (2009). Social identity and the service–profit chain. Journal of Marketing, 73(2), 38–54.
Hsiu-Yuan Hu, Ching-Chan Cheng, Shao-I Chiu and Fu-Yuan Hong, (2010), “A study of customer satisfaction, customer loyalty and quality attributes in Taiwan’s medical service industryâ€, African Journal of Business Management Vol. 5(1), pp. 187-195.
Hu, H., Huang, C., & Chen, P. (2010). Do reward programs truly build loyalty for lodging industry? International Journal of Hospitality Management, 29(1), 128–135.
Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller's sales force: The power of brand identification. Journal of Marketing, 74(4), 81–96.
Johnson, K. (1999). Making loyalty program more rewarding. Journal of Direct Marketing 1999; 61(11): 24–7.
Kang, Jun, Alejandro, Thomas. B, and Groza, Mark. D. (2015). Customer-company identification and the effectiveness of loyalty programs. Journal of Business Research, 68, 464-471.
Keller, L.K. Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 1993; 57 (1): 1-22.
Kim, H., Lee, J. Y., Choi, D., Wu, J., & Johnson, K. K. P. (2013). Perceived benefits of retail loyalty programs: Their effects on program loyalty and customer loyalty. Journal of Relationship Marketing, 12(2), 95–113.
Kivetz, R., & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155–170.
Kotler, P., & Armstrong, G. (2004). Principles of marketing, (10. th ed), New Jersey: Prentice Hall.
Lee, E. M., Park, S., Rapert, M. I., & Newman, C. L. (2011). Does perceived consumer fit matter in corporate social responsibility issues? Journal of Business Research, 65(11), 1558–1564.
Lee, K. S., & Tan, S. J. (2003). E-retailing versus physical retailing: A theoretical model and empirical test of consumer choice. Journal of Business Research, 56(11), 877–885.
Leenheer, J., van Heerde, H. J., Bijmolt, T. H. A., & Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for selfselecting members. International Journal of Research in Marketing, 24(1), 31–47.
Libermann, Y. (1999) Membership club as a tool for enhancing buyers' patronage. Journal of Business Research ;45(3): 291–7.
Mc Alexander, J. H, Schouten, J.W, Koenig, H.F. (2002) Building brand community. Journal of Marketing ; 66 (1):38–54.
McIlroy, A., & Barnettm S. (2000), “Building customer relationships: Do discount cards work? Managing Service Quality, Vol. 10 (6), pp. 347-370.
Mimouni-Chaabane, A., & Volle, P. (2010). Perceived benefits of loyalty programs: Scale development and implications for relational strategies. Journal of Business Research, 63 (1), 32–37.
Muniz, A. M, O'Guinn, T. C.(2001). Brand community. Journal of Consumer Research; 27 (4): 412–32.Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153.
Palmatier, R. W., Gopalakrishna, S., & Houston, M. B. (2006). Returns on business-to business relationship marketing investments: Strategies for leveraging profits.
Palmatier, R.W., Scheer, L. K., & Steenkamp, J. B. E.M. (2007). Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty. Journal of Marketing Research, 44(2), 185–199.
Pi, W.P., and Huang, H.Hong, (2010), “Effects of Promotion on Relationship Quality and Customer Loyalty in The Airline Industry: The Relationship Marketing Approachâ€, African Journal of Business Management Vol.5 (11), pp.4403-4414
Reinartz, W., & Kumar, V. (2002). The mismanagement of customer loyalty. Harvard Business Review, 80(7), 86–95.
Roehm, M. L., Pullins, E. B., & Roehm, H. A., Jr. (2002). Designing loyalty–building programs for packaged goods brands. Journal of Marketing Research, 39(2), 202–213.
Suh, J., & Yi, Y. (2012). Do consumption goals matter? The effects of online loyalty programs in the satisfaction–loyalty relation. Psychology and Marketing, 29(8), 549–557.
Uncles, M.D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294–316.
Wagner, T., Hennig-Thurau, T., & Rudolph, T. (2009). Does customer demotion jeopardize loyalty? Journal of Marketing, 73(3), 69–85.
Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229–240.
Babin, B J, Darden W, Griffin M. (1994). Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20 (4): 644–57.
Babin, B. J, and Attaway, J. S. (2000). Atmospheric affect as a tool for creating value and gaining share of customer. Journal of Business Research, 49 (2): 91–9
Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625–638.
Baumgartner, H and Steenkamp, J. B. (1996). Exploratory consumer buying behavior: conceptualization and measurement. International of Journal Reserach Marketing, 13 (2): 121–37.
Beatty, S.E, Mayer M, Coleman, J.E, Reynolds, K.E, Lee J. (1996). Customer-sales associate retail relationships. Journal of Retail ;72 (3): 223–47.
Berman, B. (2006). Developing an effective customer loyalty program. California Management Review, 49(1), 123–148.
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers' relationships with companies. Journal of Marketing, 67(2), 76–88.
Bhattacharya, C. B., Rao, H., & Glynn, M.A. (1995). Understanding the bond of identification: An investigation of its correlates among art museum. Journal of Marketing, 59(4), 46–57.
Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management: A framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271–292.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Csikszentmmihalyi, M. (2000). The costs and benefits of consuming. Journal of Consumer Research; 27 (2): 267–72.
Dorotic, M., Bijmolt, T. H. A.,&Verhoef, P.C. (2012). Loyalty programs: Current knowledge and research directions. International Journal of Management Reviews, 14(3), 217–237.
Edwards, M. R. (2005). Organizational identification: A conceptual and operational review. International Journal of Management Reviews, 7(4), 207–230.
Evanschitzky, H., Ramaseshan, B., Woisetschlager, D.M., Richelsen, V., Blut, M., & Backhaus, C. (2012). Consequences of customer loyalty to the loyalty program and to the company. Journal of the Academy of Marketing Science, 40(5), 625-638.
Gandomi, A., & Zolfaghari, S. (2013). Profitability of loyalty reward programs: An analytical investigation. Omega, 41(4), 797–807.
Gordon, M.E, McKeage K, Fox, M.A. (1998). Relationship marketing effectiveness: the role of involvement. Journal of Psychology Marketing ;55(5):443–59.
Gudono. 2014. Analisis Data Multivariat. Edisi 4. BPFE. Yogyakarta.Gwinner, K. P., Gremler, D.D., & Bitner, M. J. (1998). Relational benefits in services industries: The customer's perspective. Journal of the Academy of Marketing Science, 26(2), 101–114.
Hair, J. F., W. C. Black., B. J. Babin., dan R. E Anderson. (2010). Multivariate Data Analysis: A Global Prespective. Seventh Edition. Pearson Education, Inc. United States of America.
Henderson, C. M., Beck, J. T., & Palmatier, R. W. (2011). Review of the theoretical underpinnings of loyalty programs. Journal of Constructivist Psychology, 21(3), 256–276.
Hirshman, E, Holbrook M. (1982). Hedonic consumption: emerging concepts methods and propositions. Journal of Marketing, 46(3):92-102.
Homburg, C., Wieseke, J., & Hoyer, W. D. (2009). Social identity and the service–profit chain. Journal of Marketing, 73(2), 38–54.
Hsiu-Yuan Hu, Ching-Chan Cheng, Shao-I Chiu and Fu-Yuan Hong, (2010), “A study of customer satisfaction, customer loyalty and quality attributes in Taiwan’s medical service industryâ€, African Journal of Business Management Vol. 5(1), pp. 187-195.
Hu, H., Huang, C., & Chen, P. (2010). Do reward programs truly build loyalty for lodging industry? International Journal of Hospitality Management, 29(1), 128–135.
Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller's sales force: The power of brand identification. Journal of Marketing, 74(4), 81–96.
Johnson, K. (1999). Making loyalty program more rewarding. Journal of Direct Marketing 1999; 61(11): 24–7.
Kang, Jun, Alejandro, Thomas. B, and Groza, Mark. D. (2015). Customer-company identification and the effectiveness of loyalty programs. Journal of Business Research, 68, 464-471.
Keller, L.K. Conceptualizing, measuring and managing customer-based brand equity. Journal of Marketing, 1993; 57 (1): 1-22.
Kim, H., Lee, J. Y., Choi, D., Wu, J., & Johnson, K. K. P. (2013). Perceived benefits of retail loyalty programs: Their effects on program loyalty and customer loyalty. Journal of Relationship Marketing, 12(2), 95–113.
Kivetz, R., & Simonson, I. (2002). Earning the right to indulge: Effort as a determinant of customer preferences toward frequency program rewards. Journal of Marketing Research, 39(2), 155–170.
Kotler, P., & Armstrong, G. (2004). Principles of marketing, (10. th ed), New Jersey: Prentice Hall.
Lee, E. M., Park, S., Rapert, M. I., & Newman, C. L. (2011). Does perceived consumer fit matter in corporate social responsibility issues? Journal of Business Research, 65(11), 1558–1564.
Lee, K. S., & Tan, S. J. (2003). E-retailing versus physical retailing: A theoretical model and empirical test of consumer choice. Journal of Business Research, 56(11), 877–885.
Leenheer, J., van Heerde, H. J., Bijmolt, T. H. A., & Smidts, A. (2007). Do loyalty programs really enhance behavioral loyalty? An empirical analysis accounting for selfselecting members. International Journal of Research in Marketing, 24(1), 31–47.
Libermann, Y. (1999) Membership club as a tool for enhancing buyers' patronage. Journal of Business Research ;45(3): 291–7.
Mc Alexander, J. H, Schouten, J.W, Koenig, H.F. (2002) Building brand community. Journal of Marketing ; 66 (1):38–54.
McIlroy, A., & Barnettm S. (2000), “Building customer relationships: Do discount cards work? Managing Service Quality, Vol. 10 (6), pp. 347-370.
Mimouni-Chaabane, A., & Volle, P. (2010). Perceived benefits of loyalty programs: Scale development and implications for relational strategies. Journal of Business Research, 63 (1), 32–37.
Muniz, A. M, O'Guinn, T. C.(2001). Brand community. Journal of Consumer Research; 27 (4): 412–32.Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153.
Palmatier, R. W., Gopalakrishna, S., & Houston, M. B. (2006). Returns on business-to business relationship marketing investments: Strategies for leveraging profits.
Palmatier, R.W., Scheer, L. K., & Steenkamp, J. B. E.M. (2007). Customer loyalty to whom? Managing the benefits and risks of salesperson-owned loyalty. Journal of Marketing Research, 44(2), 185–199.
Pi, W.P., and Huang, H.Hong, (2010), “Effects of Promotion on Relationship Quality and Customer Loyalty in The Airline Industry: The Relationship Marketing Approachâ€, African Journal of Business Management Vol.5 (11), pp.4403-4414
Reinartz, W., & Kumar, V. (2002). The mismanagement of customer loyalty. Harvard Business Review, 80(7), 86–95.
Roehm, M. L., Pullins, E. B., & Roehm, H. A., Jr. (2002). Designing loyalty–building programs for packaged goods brands. Journal of Marketing Research, 39(2), 202–213.
Suh, J., & Yi, Y. (2012). Do consumption goals matter? The effects of online loyalty programs in the satisfaction–loyalty relation. Psychology and Marketing, 29(8), 549–557.
Uncles, M.D., Dowling, G. R., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20(4), 294–316.
Wagner, T., Hennig-Thurau, T., & Rudolph, T. (2009). Does customer demotion jeopardize loyalty? Journal of Marketing, 73(3), 69–85.
Yi, Y., & Jeon, H. (2003). Effects of loyalty programs on value perception, program loyalty, and brand loyalty. Journal of the Academy of Marketing Science, 31(3), 229–240.
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