The Development of a Conceptual Framework for Customer Loyalty Among Users of Mobile Loyalty Programmes
The purpose of this study is to conceptually examine existing academic literature within the last ten years (2011 to 2021) that would explain customer loyalty within the branded mobile loyalty programmes. The growing need for companies to build a sustainable relationship with customers translated...
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| Format: | Article |
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Human Resource Management Academic Research Society
2021
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| Online Access: | https://hrmars.com/papers_submitted/10544/the-development-of-a-conceptual-framework-for-customer-loyalty-among-users-of-mobile-loyalty-programmes.pdf |
| _version_ | 1848801700397187072 |
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| author | Sharlini Seridaran, Mohd Nazri Mohd Noor, |
| author_facet | Sharlini Seridaran, Mohd Nazri Mohd Noor, |
| author_sort | Sharlini Seridaran, |
| building | OUM Institutional Repository |
| collection | Online Access |
| description | The purpose of this study is to conceptually examine existing academic literature within the
last ten years (2011 to 2021) that would explain customer loyalty within the branded mobile
loyalty programmes. The growing need for companies to build a sustainable relationship with
customers translated into the development of mobile loyalty programmes in various
industries. This paper also aims to establish a conceptual framework focusing on the
antecedents for customer loyalty while associating a model called Theory of Planned
Behaviour as the basis to comprehend customers’ intention to perform specific behaviour
favouring the brands. Some of the most commonly used variables in the literatures are
perceived ease of use, attitude, subjective norm and engagement. The recommended
framework in this study may serve as a guide for marketing practitioners to improve the
existing strategies of loyalty programmes to stay relevant and competitive (Abstract by authors) |
| first_indexed | 2025-11-14T21:11:37Z |
| format | Article |
| id | oai:eprints.oum.edu.my:1480 |
| institution | Open University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T21:11:37Z |
| publishDate | 2021 |
| publisher | Human Resource Management Academic Research Society |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | oai:eprints.oum.edu.my:14802022-08-08T02:07:39Z The Development of a Conceptual Framework for Customer Loyalty Among Users of Mobile Loyalty Programmes Sharlini Seridaran, Mohd Nazri Mohd Noor, HB615 Entrepreneurship The purpose of this study is to conceptually examine existing academic literature within the last ten years (2011 to 2021) that would explain customer loyalty within the branded mobile loyalty programmes. The growing need for companies to build a sustainable relationship with customers translated into the development of mobile loyalty programmes in various industries. This paper also aims to establish a conceptual framework focusing on the antecedents for customer loyalty while associating a model called Theory of Planned Behaviour as the basis to comprehend customers’ intention to perform specific behaviour favouring the brands. Some of the most commonly used variables in the literatures are perceived ease of use, attitude, subjective norm and engagement. The recommended framework in this study may serve as a guide for marketing practitioners to improve the existing strategies of loyalty programmes to stay relevant and competitive (Abstract by authors) Human Resource Management Academic Research Society 2021-06 Article PeerReviewed https://hrmars.com/papers_submitted/10544/the-development-of-a-conceptual-framework-for-customer-loyalty-among-users-of-mobile-loyalty-programmes.pdf Sharlini Seridaran, and Mohd Nazri Mohd Noor, (2021) The Development of a Conceptual Framework for Customer Loyalty Among Users of Mobile Loyalty Programmes. . International Journal of Academic Research in Business and Social Sciences, 11 (7). pp. 892-906. https://library.oum.edu.my/repository/1480/ |
| spellingShingle | HB615 Entrepreneurship Sharlini Seridaran, Mohd Nazri Mohd Noor, The Development of a Conceptual Framework for Customer Loyalty Among Users of Mobile Loyalty Programmes |
| title | The Development of a Conceptual Framework for Customer
Loyalty Among Users of Mobile Loyalty Programmes |
| title_full | The Development of a Conceptual Framework for Customer
Loyalty Among Users of Mobile Loyalty Programmes |
| title_fullStr | The Development of a Conceptual Framework for Customer
Loyalty Among Users of Mobile Loyalty Programmes |
| title_full_unstemmed | The Development of a Conceptual Framework for Customer
Loyalty Among Users of Mobile Loyalty Programmes |
| title_short | The Development of a Conceptual Framework for Customer
Loyalty Among Users of Mobile Loyalty Programmes |
| title_sort | development of a conceptual framework for customer
loyalty among users of mobile loyalty programmes |
| topic | HB615 Entrepreneurship |
| url | https://hrmars.com/papers_submitted/10544/the-development-of-a-conceptual-framework-for-customer-loyalty-among-users-of-mobile-loyalty-programmes.pdf https://hrmars.com/papers_submitted/10544/the-development-of-a-conceptual-framework-for-customer-loyalty-among-users-of-mobile-loyalty-programmes.pdf |