A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor
The increasing number of academic studies on customer loyalty shows the evolution of customer behavior and the diversity of business offerings. The main purpose of this study is to examine existing academic pieces of literature. The articles discovered are from the last ten years and elaborate on th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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UiTM Press
2021
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| Online Access: | https://ir.uitm.edu.my/id/eprint/6068/ |
| _version_ | 1848802819978559488 |
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| author | Seridaran, Sharlini Mohd Noor, Mohd Nazri |
| author_facet | Seridaran, Sharlini Mohd Noor, Mohd Nazri |
| author_sort | Seridaran, Sharlini |
| building | UiTM Institutional Repository |
| collection | Online Access |
| description | The increasing number of academic studies on customer loyalty shows the evolution of customer behavior and the diversity of business offerings. The main purpose of this study is to examine existing academic pieces of literature. The articles discovered are from the last ten years and elaborate on the importance of customer loyalty within the established mobile loyalty programmes. As businesses evolve, the importance of developing long-term relationships with customers becomes increasingly important. This explains the recent trend of loyalty programmes in other industries. This paper aims to establish a conceptual framework that focuses on customer loyalty. Furthermore, the Theory of Planned Behavior is used as a core element to better understand customers’ intentions to accomplish a certain behavior in the hope that the actions favor businesses. Customer attitude, subjective norms, and customer satisfaction were identified as common antecedents in the literature. The recommended framework in this study may serve as a reference point for practitioners looking to improve current marketing strategies, particularly those focusing on mobile loyalty programmes. This is done to keep businesses up to date on current needs and trends. |
| first_indexed | 2025-11-14T21:29:25Z |
| format | Article |
| id | uitm-6068 |
| institution | Universiti Teknologi MARA |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T21:29:25Z |
| publishDate | 2021 |
| publisher | UiTM Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | uitm-60682022-06-14T07:26:39Z https://ir.uitm.edu.my/id/eprint/6068/ A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor smrj Seridaran, Sharlini Mohd Noor, Mohd Nazri Consumer satisfaction Customer services. Customer relations The increasing number of academic studies on customer loyalty shows the evolution of customer behavior and the diversity of business offerings. The main purpose of this study is to examine existing academic pieces of literature. The articles discovered are from the last ten years and elaborate on the importance of customer loyalty within the established mobile loyalty programmes. As businesses evolve, the importance of developing long-term relationships with customers becomes increasingly important. This explains the recent trend of loyalty programmes in other industries. This paper aims to establish a conceptual framework that focuses on customer loyalty. Furthermore, the Theory of Planned Behavior is used as a core element to better understand customers’ intentions to accomplish a certain behavior in the hope that the actions favor businesses. Customer attitude, subjective norms, and customer satisfaction were identified as common antecedents in the literature. The recommended framework in this study may serve as a reference point for practitioners looking to improve current marketing strategies, particularly those focusing on mobile loyalty programmes. This is done to keep businesses up to date on current needs and trends. UiTM Press 2021-08 Article PeerReviewed text en https://ir.uitm.edu.my/id/eprint/6068/1/6068.pdf Seridaran, Sharlini and Mohd Noor, Mohd Nazri (2021) A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor. (2021) Social and Management Research Journal (SMRJ) <https://ir.uitm.edu.my/view/publication/Social_and_Management_Research_Journal_=28SMRJ=29.html>, 18 (2): 19. pp. 46-65. ISSN 1675-7017 https://myjms.mohe.gov.my/index.php/SMRJ/index |
| spellingShingle | Consumer satisfaction Customer services. Customer relations Seridaran, Sharlini Mohd Noor, Mohd Nazri A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor |
| title | A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor |
| title_full | A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor |
| title_fullStr | A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor |
| title_full_unstemmed | A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor |
| title_short | A conceptual framework for customers’ loyalty in mobile loyalty programmes / Sharlini Seridaran and Mohd Nazri Mohd Noor |
| title_sort | conceptual framework for customers’ loyalty in mobile loyalty programmes / sharlini seridaran and mohd nazri mohd noor |
| topic | Consumer satisfaction Customer services. Customer relations |
| url | https://ir.uitm.edu.my/id/eprint/6068/ https://ir.uitm.edu.my/id/eprint/6068/ |