||The Effect of Delayed Premiums’ Types on Customer Loyalty — A Case of Convenience Store
||Institute of International Business
Nowadays, delayed premiums are getting more and more popular. There are two types of delayed premiums—free premiums and reduced-price premiums. However, few literatures have examined the effectiveness of different types of delayed premiums on consumer behavior. Therefore, this study is aimed to explore the effects of different delayed premiums in specific distribution channel to cause customers buying intention and firm loyalty. In business practices, it is prevalent to design collectable premiums to increase customers’ repurchasing willingness. Hence, this study also investigated the effects of premiums collection on purchase intention and customer loyalty.
The research findings can be concluded as the followings. Free premiums perceived higher value than reduced-price premiums. In addition, collectable premiums have stronger value perception than non-collectable premiums. Customers are more favorably on interaction of free premiums with collectable set. Besides, customers will intent to collect those delayed premiums and through collecting behavior to increasing repurchasing possibilities and become loyalty customers. Moreover, the moderating effect, collecting motivation, positively affects delayed premiums and premiums collection on perceived value. The legitimization can strength acceptance of free premiums. Self-extension has a stronger effect on collectable premiums than non-collectable premiums.
TABLE OF CONTENTS IV
LIST OF TABLES VII
LIST OF FIGURES IX
CHAPTER I INTRODUCTION 1
Research Background and Motivation 1
Research Objectives 3
CHAPTER II LITERATURE REVIEW 5
Delayed Premiums 5
Perceived Value 6
The Relationship between Delayed Premiums and Perceived Value 7
The Effect of Premiums Collection on Perceived Value 8
The Interaction between Delayed Premiums and Premiums Collection 9
The Relationship between Perceived Value and Purchase Intention 9
The Relationship between Perceived Value and Customer Loyalty 10
The Relationship between Collecting Motivation, Delayed Premiums and Premiums Collection 11
Conceptual Model 12
CHAPTER Ⅲ METHODOLOGY 14
Research Design 14
Operational Definition of Variables 14
Independent Variables 15
Dependent Variables 17
Moderating Variable 18
Selection of Delayed Premiums 20
Pretest I 23
Pretest II 28
Formal Data Collection 39
CHAPTER IV RESULTS AND DISCUSSIONS 41
Data Handing and Codings 41
Validity and Reliability 44
Variable Indexes 52
Hypothesis Testing 54
CHAPTER V CONCLUSIONS AND SUGGESTIONS 67
Empirically Tested Model 70
Research Contributions 70
Limitations and Suggestions for Future Research 72
Appendix A: Pretest for Delayed Premiums Selection 78
Appendix B: Pretest for Formal Questionnaire 86
Appendix C: Hard Copy Version of Formal Questionnaire 95
Appendix D: Hard Copy Version of Experimental Material for Formal Questionnaire 101
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