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 pr...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia,
2015.
|
| Online Access: | Get fulltext |