Assessing the effect of loyalty program benefits in satisfaction- loyalty relationship: evidence from Malaysia
This study aimed at examining the relationship among program benefi ts (utilitarian/monetary, hedonic, and symbolic), program satisfaction, and loyalty (program loyalty and store loyalty) in the retail context in Malaysia. A total of 300 questionnaires were collected via convenience sampling from...
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Penerbit Universiti Kebangsaan Malaysia
2015
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Online Access: | http://journalarticle.ukm.my/9433/1/11129-30855-1-PB.pdf http://journalarticle.ukm.my/9433/ http://ejournal.ukm.my/pengurusan/issue/view/699 |
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my-ukm.journal.94332016-12-14T06:49:55Z http://journalarticle.ukm.my/9433/ Assessing the effect of loyalty program benefits in satisfaction- loyalty relationship: evidence from Malaysia Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri, This study aimed at examining the relationship among program benefi ts (utilitarian/monetary, hedonic, and symbolic), program satisfaction, and loyalty (program loyalty and store loyalty) in the retail context in Malaysia. A total of 300 questionnaires were collected via convenience sampling from program members of hypermarkets and superstores in Malaysia. A structural equation model that assessed the relationship between the proposed variables was tested using AMOS 20. The fi ndings revealed that of the three program benefi ts, utilitarian benefi ts and symbolic benefi ts were statistically signifi cant in infl uencing program satisfaction. In terms of loyalty, both hedonic and symbolic benefi ts were related to program loyalty and only hedonic benefi t was positively related to store loyalty. Penerbit Universiti Kebangsaan Malaysia 2015 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/9433/1/11129-30855-1-PB.pdf Nor Asiah Omar, and Suhaily Mohd Ramly, and Syed Shah Alam, and Muhamad Azrin Nazri, (2015) Assessing the effect of loyalty program benefits in satisfaction- loyalty relationship: evidence from Malaysia. Jurnal Pengurusan, 43 . pp. 145-159. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/699 |
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This study aimed at examining the relationship among program benefi ts (utilitarian/monetary, hedonic, and symbolic),
program satisfaction, and loyalty (program loyalty and store loyalty) in the retail context in Malaysia. A total of 300
questionnaires were collected via convenience sampling from program members of hypermarkets and superstores in
Malaysia. A structural equation model that assessed the relationship between the proposed variables was tested using AMOS
20. The fi ndings revealed that of the three program benefi ts, utilitarian benefi ts and symbolic benefi ts were statistically
signifi cant in infl uencing program satisfaction. In terms of loyalty, both hedonic and symbolic benefi ts were related to
program loyalty and only hedonic benefi t was positively related to store loyalty. |
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Article |
author |
Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri, |
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Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri, Assessing the effect of loyalty program benefits in satisfaction- loyalty relationship: evidence from Malaysia |
author_facet |
Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri, |
author_sort |
Nor Asiah Omar, |
title |
Assessing the effect of loyalty program benefits in satisfaction-
loyalty relationship: evidence from Malaysia |
title_short |
Assessing the effect of loyalty program benefits in satisfaction-
loyalty relationship: evidence from Malaysia |
title_full |
Assessing the effect of loyalty program benefits in satisfaction-
loyalty relationship: evidence from Malaysia |
title_fullStr |
Assessing the effect of loyalty program benefits in satisfaction-
loyalty relationship: evidence from Malaysia |
title_full_unstemmed |
Assessing the effect of loyalty program benefits in satisfaction-
loyalty relationship: evidence from Malaysia |
title_sort |
assessing the effect of loyalty program benefits in satisfaction-
loyalty relationship: evidence from malaysia |
publisher |
Penerbit Universiti Kebangsaan Malaysia |
publishDate |
2015 |
url |
http://journalarticle.ukm.my/9433/1/11129-30855-1-PB.pdf http://journalarticle.ukm.my/9433/ http://ejournal.ukm.my/pengurusan/issue/view/699 |
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