RETAIL LOYALTY PROGRAMS IN MALAYSIA: THE RELATIONSHIP OF EQUITY, VALUE, SATISFACTION, TRUST, AND LOYALTY AMONG CARDHOLDERS / MAŽMENINĖS PREKYBOS LOJALUMO PROGRAMOS MALAIZIJOJE: NUOSAVAS KAPITALAS, VERTĖ, PASITENKINIMAS, PASITIKĖJIMAS IR LOJALUMAS

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...

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Bibliographic Details
Published in:Journal of business economics and management 2011-06, Vol.12 (2), p.332-352
Main Authors: Omar, Nor Asiah, Alam, Syed Shah, Aziz, Norzalita Abdul, Nazri, Muhamad Azrin
Format: Article
Language:English
Subjects:
Customer loyalty
Customer relations
Discount cards
Influence
loyalty program
Loyalty programs (Marketing)
Management
perceived equity
perceived value
Retail industry
satisfaction
store loyalty
trust
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Summary: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.
ISSN:1611-1699
2029-4433
DOI:10.3846/16111699.2011.573297