Assessing the effect of loyalty program benefits in satisfaction-
loyalty relationship: evidence from Malaysia

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Assessing the effect of loyalty program benefits in satisfaction- loyalty relationship: evidence from Malaysia

This study aimed at examining the relationship among program benefi ts (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...

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Bibliographic Details
Main Authors:	Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2015
Online Access:	http://journalarticle.ukm.my/9433/ http://journalarticle.ukm.my/9433/1/11129-30855-1-PB.pdf

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