Abstract
Purpose – This paper investigates perceived loyalty programme benefits and their potential effect on relationship quality. Perceived benefits were identified as altruistic, egoistic and consumeristic and relationship quality as trust, satisfaction and loyalty. Design / Methodology - Loyalty programme members were approached via a national database. The survey generated 479 usable responses. Hypotheses were individually tested by means of regression analysis. Findings - All three forms of perceived benefits exhibited positive relationships with each of the relationship quality constructs. When regression analysis was applied to all three groups of benefits and relationship quality constructs, consumeristic benefits were strongest towards trust and satisfaction, and egoistic benefits towards commitment...