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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/9433/1/11129-30855-1-PB.pdf
http://journalarticle.ukm.my/9433/
http://ejournal.ukm.my/pengurusan/issue/view/699
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spelling my-ukm.journal.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
institution Universiti Kebangsaan Malaysia
building Perpustakaan Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
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/9433/1/11129-30855-1-PB.pdf
http://journalarticle.ukm.my/9433/
http://ejournal.ukm.my/pengurusan/issue/view/699
_version_ 1643737793976860672
score 13.211869

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