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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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/ http://journalarticle.ukm.my/9433/ http://journalarticle.ukm.my/9433/1/11129-30855-1-PB.pdf

id	ukm-9433
recordtype	eprints
spelling	ukm-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
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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.
format	Article
author	Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri,
spellingShingle	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/ http://journalarticle.ukm.my/9433/ http://journalarticle.ukm.my/9433/1/11129-30855-1-PB.pdf
first_indexed	2023-09-18T19:54:52Z
last_indexed	2023-09-18T19:54:52Z
_version_	1777406461605838848

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

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