Assessing the Effect of Loyalty Program Benefits in Satisfaction-Loyalty Relationship: Evidence from Malaysia
Penilaian Kesan Manfaat Program Kesetiaan dalam Hubungan Kepuasan-Kesetiaan: Bukti Empirikal di Malaysia

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

norasiah@ukm.edu.my

Department of Business Management
Kolej Poly-Tech MARA
Seksyen 14, Jalan Teras Jernang
43650 Bandar Baru Bangi, Selangor, MALAYSIA.

suhaily@gapps.kptm.edu.my

Faculty of Economics and Management
Universiti Kebangsaan Malaysia
43600 UKM Bangi, Selangor, MALAYSIA.

shahalam@ukm.edu.my

School of Business Asia Pacific
University of Technology & Innovation
Technology Park Malaysia
57000 Bukit Jalil, Kuala Lumpur, MALAYSIA.

muhd_azrin@apu.edu.my

Abstract

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 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.

Keywords

hedonic benefits; Loyalty program; Malaysia; program loyalty; satisfaction; store loyalty; symbolic benefits; utilitarian benefits

Citation

Omar, N. A, Mohd Ramly, S., Alam, S. S., & Nazri, M. A. (2015). Assessing the Effect of Loyalty Program Benefits in Satisfaction-Loyalty Relationship: Evidence from Malaysia. Jurnal Pengurusan, 43, 145–159.

@article{omar2015assessing,
  title={Assessing the Effect of Loyalty Program Benefits in Satisfaction-Loyalty Relationship: Evidence from Malaysia},
  author={Omar, Nor Asiah and Mohd Ramly, Suhaily and Alam, Syed Shah and Nazri, Muhamad Azrin},
  journal={Jurnal Pengurusan},
 

volume={43},
  number={},
  pages={145—159},
  year={2015},
  doi={},
  publisher={Penerbit UKM},
}

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43 (2015) 145 – 159

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