Assessing the Effect of Loyalty Program Benefits in Satisfaction-Loyalty Relationship: Evidence from Malaysia

Nor Asiah Omar, Suhaily Mohd Ramly, Syed Shah Alam, Muhamad Azrin Nazri

Abstract


ABSTRACT

This study aimed at examining the relationship among program benefits (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 program members of hypermarkets and superstores in Malaysia. A structural equation model that assessed the relationship between the proposed variables was tested using AMOS 20. The findings revealed that of the three program benefits, utilitarian benefits and symbolic benefits were statistically significant in influencing program satisfaction. In terms of loyalty, both hedonic and symbolic benefits were related to program loyalty and only hedonic benefit was positively related to store loyalty.

Keywords: Loyalty program; utilitarian benefits; hedonic benefits; symbolic benefits; satisfaction; program loyalty; store loyalty; Malaysia

ABSTRAK

Kajian ini bertujuan untuk mengukur perhubungan di antara manfaat program kesetiaan (utilitarian / kewangan, hedonik, dan simbolik), kepuasan program, dan kesetiaan (kesetiaan terhadap program dan kesetiaan terhadap kedai) dalam konteks runcit di Malaysia. Sebanyak 300 soal selidik telah dikumpulkan melalui kaedah persampelan mudah dari ahli program kesetiaan yang dimiliki oleh pasar raya besar dan superstore di Malaysia. Satu model persamaan struktur yang dinilai hubungan antara pemboleh ubah yang dicadangkan telah diuji menggunakan Amos 20. Hasil kajian menunjukkan bahawa daripada tiga faedah program, faedah utilitarian dan manfaat simbolik didapati mempunyai pengaruh yang signifikan terhadap kepuasan program. Dari segi kesetiaan, kedua-dua manfaat hedonik dan simbolik berkaitan dengan kesetiaan program dan hanya manfaat hedonik mempunyai pengaruh positif yang signifikan dengan kesetiaan kedai.

Kata kunci: Program kesetiaan; faedah utilitarian; faedah hedonik; faedah simbolik; kepuasan; kesetiaan terhadap program; kesetiaan terhadap kedai.


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