Assessing the effect of loyalty program benefits in satisfaction- loyalty relationship: evidence from Malaysia

• Main Authors: Nor Asiah Omar,, Suhaily Mohd Ramly,, Syed Shah Alam,, Muhamad Azrin Nazri,
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 2015
• 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

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...