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...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2015
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| Online Access: | http://journalarticle.ukm.my/9433/ http://journalarticle.ukm.my/9433/ http://journalarticle.ukm.my/9433/1/11129-30855-1-PB.pdf |