This study investigated the loyalty programs implemented by coffeehouse chains to determine whether customer perceptions of these programs influence customer loyalty through relationship benefits and relationship quality. At present, few existing studies have investigated the relationships among loyalty programs, relationship benefits, relationship quality, and customer loyalty. This study performed an empirical investigation on the coffeehouse chain Starbucks in Taiwan to analyze the relationships among these variables. The primary findings are as follows: (1) loyalty programs enhance customer perceptions of relationship benefits (β = 0.37, p ＜ 0.001) and relationship quality (β = 0.16, p ＜ 0.05); (2) the relationship benefits (β = 0.34, p ＜ 0.05) and relationship quality (β = 0.53, p ＜ 0.001) as perceived by customers exert significant influences on their loyalty; (3) customer perception of relationship benefits significantly influences loyalty through their perception of relationship quality (β = 0.41, p ＜ 0.05); and (4) although loyalty programs have a positive and direct influence on customer loyalty (β = 0.16, p ＜ 0.05), a greater positive influence can be achieved through relationship benefits and relationship quality (β = 0.52, p ＜ 0.05). Based on these findings, we discuss implications for management in the coffeehouse industry.
