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

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dc.contributor.authorNor Asiah Omar,en_US
dc.contributor.authorSuhaily Mohd Ramly,en_US
dc.contributor.authorSyed Shah Alam,en_US
dc.contributor.authorMuhamad Azrin Nazrien_US
dc.date.accessioned2024-05-27T14:45:12Z
dc.date.available2024-05-27T14:45:12Z
dc.date.issued2015
dc.description.abstractThis 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 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 findings revealed that of the three program benefits, utilitarian benefits and symbolic benefits were statistically significant in influencing program satisfaction. In terms of loyalty, both hedonic and symbolic benefits were related to program loyalty and only hedonic benefit was positively related to store loyalty.en_US
dc.identifier.citationNor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri Jurnal Pengurusan 43(2015) 145 - 159en_US
dc.identifier.epage34
dc.identifier.issn0127-2713
dc.identifier.issue43
dc.identifier.other2085-3
dc.identifier.spage17
dc.identifier.urihttps://ejournal.ukm.my/pengurusan/article/view/11129
dc.identifier.urihttps://oarep.usim.edu.my/handle/123456789/3719
dc.identifier.volume18
dc.language.isoenen_US
dc.publisherUKM Publisheren_US
dc.relation.ispartofJurnal Pengurusanen_US
dc.subjectLoyalty program;en_US
dc.subjectutilitarian benefits;en_US
dc.subjecthedonic benefits;en_US
dc.subjectsymbolic benefits;en_US
dc.subjectsatisfaction;en_US
dc.subjectprogram loyalty;en_US
dc.subjectstore loyalty;en_US
dc.subjectMalaysiaen_US
dc.titleAssessing the Effect of Loyalty Program Benefits in Satisfaction-Loyalty Relationship: Evidence from Malaysiaen_US
dc.typeArticleen_US
dspace.entity.typePublication

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