Investigating the relationship between the perceived value of loyalty programs and customer citizenship behaviors : applied to customers’ of mobile telecommunication companies in the delta middle sector

Abstract EN

This study investigates how perceived value of loyalty programs stimulates customer citizenship behaviors (positive word of mouth, helping behaviors and constructive feedback) at mobile telecommunication companies in the Delta middle sector.

Structural equation modeling (SEM) is employed to test the research hypotheses.

Using data collccted from 384 customers that participated in mobile telecommunication loyalty programs.

The study concluded that there is a positive and significant relationship between perceived value of loyalty programs and customer citizenship behaviors.

Furthermore, the theoretical and practical implications of the results are discussed along with the study’s limitations and possible future research.