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

Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam Syed Shah Alam, Muhamad Azrin Nazri

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

This study aimed at examining the relationship among program benefits (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 findings revealed that of the three program benefits, utilitarian benefits and symbolic benefits were statistically significant in influencing program satisfaction. In terms of loyalty, both hedonic and symbolic benefits were related to program loyalty and only hedonic benefit was positively related to store loyalty.

Original languageEnglish
Pages (from-to)145-159
Number of pages15
JournalJurnal Pengurusan
Volume43
Publication statusPublished - 2015

Fingerprint

Loyalty programs
Malaysia
Loyalty
Store loyalty
Superstores
Hypermarkets
Sampling
Retail
Structural equation model
Questionnaire

Keywords

  • Hedonic benefits
  • Loyalty program
  • Malaysia
  • Program loyalty
  • Satisfaction
  • Store loyalty
  • Symbolic benefits
  • Utilitarian benefits

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Accounting
  • Business and International Management

Cite this

Assessing the effect of loyalty program benefits in satisfaction- loyalty relationship : Evidence from Malaysia. / Omar, Nor Asiah; Ramly, Suhaily Mohd; Syed Shah Alam, Syed Shah Alam; Nazri, Muhamad Azrin.

In: Jurnal Pengurusan, Vol. 43, 2015, p. 145-159.

Research output: Contribution to journalArticle

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