Understanding The Relationships Of Program Satisfaction, Program Loyalty And Store Loyalty Among Cardholders Of Loyalty Programs
Loyalty programs have increasingly attracted interest in both academic marketing research and practice. One major factor that has been increasingly discussed is loyalty. In this study we examine the influence of cardholders' satisfaction on loyalty (program loyalty and store loyalty) in a re...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Asian Academy of Management (AAM)
2011
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36556/1/AAMJ_16.1.2.pdf |
| _version_ | 1825833492513030144 |
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| author | Omar, Nor Asiah Abd. Aziz, Norzalita Nazri, Muhamad Azrin |
| author_facet | Omar, Nor Asiah Abd. Aziz, Norzalita Nazri, Muhamad Azrin |
| author_sort | Omar, Nor Asiah |
| collection | USM |
| description | Loyalty programs have increasingly attracted interest in both academic marketing
research and practice. One major factor that has been increasingly discussed is loyalty.
In this study we examine the influence of cardholders' satisfaction on loyalty (program
loyalty and store loyalty) in a retail context, namely, in department stores and
superstores. Data were collected from 400 cardholders of a retail loyalty program in
Klang Valley, Malaysia via the drop-off-and-collect technique. Structural modelling
techniques were applied to analyze the data. The results indicated that program
satisfaction is not related to store loyalty (share-of-wallet, share-of-visit and store
preference). However, loyalty to the program (program loyalty) plays a crucial
intervening role in the relationship between program satisfaction and store loyalty. The
study underscores the principal importance of program loyalty in the retail loyalty
program. |
| first_indexed | 2024-03-06T15:08:38Z |
| format | Article |
| id | usm.eprints-36556 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:08:38Z |
| publishDate | 2011 |
| publisher | Asian Academy of Management (AAM) |
| record_format | dspace |
| spelling | usm.eprints-365562017-09-18T04:09:23Z http://eprints.usm.my/36556/ Understanding The Relationships Of Program Satisfaction, Program Loyalty And Store Loyalty Among Cardholders Of Loyalty Programs Omar, Nor Asiah Abd. Aziz, Norzalita Nazri, Muhamad Azrin HD28-70 Management. Industrial Management Loyalty programs have increasingly attracted interest in both academic marketing research and practice. One major factor that has been increasingly discussed is loyalty. In this study we examine the influence of cardholders' satisfaction on loyalty (program loyalty and store loyalty) in a retail context, namely, in department stores and superstores. Data were collected from 400 cardholders of a retail loyalty program in Klang Valley, Malaysia via the drop-off-and-collect technique. Structural modelling techniques were applied to analyze the data. The results indicated that program satisfaction is not related to store loyalty (share-of-wallet, share-of-visit and store preference). However, loyalty to the program (program loyalty) plays a crucial intervening role in the relationship between program satisfaction and store loyalty. The study underscores the principal importance of program loyalty in the retail loyalty program. Asian Academy of Management (AAM) 2011 Article PeerReviewed application/pdf en http://eprints.usm.my/36556/1/AAMJ_16.1.2.pdf Omar, Nor Asiah and Abd. Aziz, Norzalita and Nazri, Muhamad Azrin (2011) Understanding The Relationships Of Program Satisfaction, Program Loyalty And Store Loyalty Among Cardholders Of Loyalty Programs. Asian Academy of Management Journal (AAMJ), 16 (1). pp. 1-21. ISSN 1394-2603 http://web.usm.my/aamj/16.1.2011/AAMJ_16.1.2.pdf |
| spellingShingle | HD28-70 Management. Industrial Management Omar, Nor Asiah Abd. Aziz, Norzalita Nazri, Muhamad Azrin Understanding The Relationships Of Program Satisfaction, Program Loyalty And Store Loyalty Among Cardholders Of Loyalty Programs |
| title | Understanding The Relationships Of Program
Satisfaction, Program Loyalty And Store Loyalty
Among Cardholders Of Loyalty Programs |
| title_full | Understanding The Relationships Of Program
Satisfaction, Program Loyalty And Store Loyalty
Among Cardholders Of Loyalty Programs |
| title_fullStr | Understanding The Relationships Of Program
Satisfaction, Program Loyalty And Store Loyalty
Among Cardholders Of Loyalty Programs |
| title_full_unstemmed | Understanding The Relationships Of Program
Satisfaction, Program Loyalty And Store Loyalty
Among Cardholders Of Loyalty Programs |
| title_short | Understanding The Relationships Of Program
Satisfaction, Program Loyalty And Store Loyalty
Among Cardholders Of Loyalty Programs |
| title_sort | understanding the relationships of program satisfaction program loyalty and store loyalty among cardholders of loyalty programs |
| topic | HD28-70 Management. Industrial Management |
| url | http://eprints.usm.my/36556/1/AAMJ_16.1.2.pdf |
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