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
Abstract
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.
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