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Retail Loyalty Programs in Malaysia: The Relationship of Equity, Value, Satisfaction, Trust, and Loyalty among Cardholders

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  • Nor Asiah Omar
  • Syed Shah Alam
  • Norzalita Abdul Aziz
  • Muhamad Azrin Nazri

Abstract

This study examines loyalty programs in Malaysia in terms of perceived equity, value, program satisfaction, program trust, and store loyalty. A total of 400 questionnaires were collected from cardholders in Klang Valley, Malaysia. The hypotheses were based on social exchange and equity theories. The structural equation model that assessed the relationship between the proposed variables was tested using AMOS 6.0. The findings revealed that perceived equity and perceived value of the loyalty program significantly influence program satisfaction and trust. Program trust was the most important predictor of store loyalty. Limitations of the study and recommendations for future research are discussed.

Suggested Citation

  • Nor Asiah Omar & Syed Shah Alam & Norzalita Abdul Aziz & Muhamad Azrin Nazri, 2011. "Retail Loyalty Programs in Malaysia: The Relationship of Equity, Value, Satisfaction, Trust, and Loyalty among Cardholders," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 12(2), pages 332-352, February.
    • Handle: RePEc:taf:jbemgt:v:12:y:2011:i:2:p:332-352
    DOI: 10.3846/16111699.2011.573297
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    Citations

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    Cited by:

    1. Chuah, Stephanie Hui-Wen & Marimuthu, Malliga & Kandampully, Jay & Bilgihan, Anil, 2017. "What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 124-136.
    2. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.
    3. Banu Külter Demirgüneþ, 2015. "Relative Importance of Perceived Value, Satisfaction and Perceived Risk on Willingness to Pay More," International Review of Management and Marketing, Econjournals, vol. 5(4), pages 211-220.
    4. Petra Solarová, 2015. "Loyalty Programmes of Selective Grocery Retailers in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 63(2), pages 617-625.

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