Determining relationship drivers of loyalty card program

Che Aniza Che Wel, Nor Asiah Omar, Sallehuddin Mohd. Noor

Research output: Contribution to journalArticle

Abstract

Retail loyalty programs are normally used as a mechanism to develop a retailer-consumer relationship. Retailer had clear relationship drivers, yet little research examines consumers' relationship drivers. To address this gap, this article investigates the true reason of why consumers engage in relationship with retailers through loyalty programs. Marriage theory was used in understanding the true reason why customer engage in a relationship with retailers as it best described the interpersonal relationship. A qualitative study involving six focus groups of various Malaysians' loyalty program discovers few types of relationship drivers. The empirical study resulted in six (6) which range from social benefits, convenience, personnel, friends, entertainment, and monetary savings. The article discusses managerial implications of the findings and suggests improvement for future research.

Original languageEnglish
Pages (from-to)605-610
Number of pages6
JournalJournal of Applied Sciences Research
Volume8
Issue number1
Publication statusPublished - Jan 2012

Fingerprint

Loyalty cards
Retailers
Loyalty programs
Consumer research
Marriage
Social benefits
Savings
Empirical study
Qualitative study
Focus groups
Entertainment
Personnel
Interpersonal relationships
Retail

Keywords

  • Loyalty programs
  • Relationship drivers
  • Retailing

ASJC Scopus subject areas

  • General

Cite this

Determining relationship drivers of loyalty card program. / Che Wel, Che Aniza; Omar, Nor Asiah; Mohd. Noor, Sallehuddin.

In: Journal of Applied Sciences Research, Vol. 8, No. 1, 01.2012, p. 605-610.

Research output: Contribution to journalArticle

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