Assessing the Effect of Loyalty Program Benefits in Satisfaction-Loyalty Relationship: Evidence from Malaysia

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 pro...

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Bibliographic Details

Main Authors:	Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri
Format:	Article
Language:	en
Published:	UKM Publisher 2024
Subjects:	Loyalty program; utilitarian benefits; hedonic benefits; symbolic benefits; satisfaction; program loyalty; store loyalty; Malaysia
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