The Influences of Loyalty Program and Brand Community on Perceived Relationship Investment Sense of Community and Brand Loyalty - Using Airline Industry as an Example

Abstract

Both loyalty program and brand community are one of the tools for companies to establish relationships with customers This research explores how to attract customers to engage these two ways and what kind of relationship feelings can be created through engagement to affect brand loyalty We conducted a questionnaire survey through the Internet and got 414 valid samples The results of the analysis show that both tangible rewards and preferential treatment can promote the loyalty program engagement; hedonic value and social interaction value can enhance the level of engagement in the community Both engagement in loyalty program or brand community can positively affect perceived relationship investment and sense of community but the engagement in brand community has a greater effect And both perceived relationship investment and sense of community can also generate brand loyalty and the effect of sense of community is better In addition loyalty program engagement can directly effect brand loyalty Moreover we also used multi-group SEM analysis to find that members will also have different effects according to their different levels of identity Finally we provide management implications and suggestions for future research

Date of Award	2020
Original language	English
Supervisor	Dung-Chun Tsai (Supervisor)