Purpose – The purpose of this paper is to investigate what values luxury customers may seek to fulfill during their interaction with salespersons and how perceived value fulfillment may impact salesperson loyalty and store loyalty. The paper also examines the moderating effect of the degree of...

Purpose – The purpose of this study is to examine the interrelationships among consumer relationship proneness (CRP), three perceived loyalty program attributes (i.e. perceived complexity, advantage, and risk), and resistance to change with participants in apparel retailer's loyalty programs....