Assessing the Effect of Loyalty Program Benefits in Satisfaction-Loyalty Relationship: Evidence from Malaysia
2022-10-12
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 structuralContinue Reading