The effectiveness of loyalty program towards customer loyalty / Mohammad Zaim Mohd Salleh ... [et al.]

Mohd Salleh, Mohammad Zaim and Muhamad Yunus, Nor Sara Nadia and Abdul Ghani, Nadiah Maisarah and Arifin, Norafifa and Mohd Ali, Ainunnazlee (2018) The effectiveness of loyalty program towards customer loyalty / Mohammad Zaim Mohd Salleh ... [et al.]. Advances in Business Research International Journal (ABRIJ), 4 (2). pp. 63-68. ISSN 2462-1838 (Submitted)

Abstract

In the business field it is very important to win the customer heart and the success of the loyalty program offered to the customers depends on particular rewards given by the service provider. Loyalty and customer loyalty in previous research has shown a significant relationship. There are problems occurs in loyalty program where the customers has a low awareness about the loyalty program, and the delayed in receiving the rewards. Loyalty program are divided into two parts. The first part is soft attribute loyalty program and second part is hard attribute loyalty program. Soft attributes loyalty program are ways of doing things or code of conduct that are intangible and was meant to give customer sense of recognition. Hard attributes loyalty program are basically tangible elements such as discounts card and free gift. A total of 100 respondents were chosen from one selected retailers in Penang and a purposive sampling technique was used. The result shown that both hard and soft attribute has a significant relationship with customer loyalty.

Metadata

Item Type: Article
Creators:
CreatorsID Num. / Email
Mohd Salleh, Mohammad Zaimzaim3085@puncakalam.uitm.edu.my
Muhamad Yunus, Nor Sara NadiaUNSPECIFIED
Abdul Ghani, Nadiah MaisarahUNSPECIFIED
Arifin, NorafifaUNSPECIFIED
Mohd Ali, AinunnazleeUNSPECIFIED
Subjects: H Social Sciences > HF Commerce > Consumer satisfaction
H Social Sciences > HF Commerce > Consumer satisfaction > Malaysia
H Social Sciences > HF Commerce > Customer services. Customer relations
H Social Sciences > HF Commerce > Customer services. Customer relations > Consumer complaints. Complaint letters
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Business and Management
Journal or Publication Title: Advances in Business Research International Journal (ABRIJ)
Journal: UiTM Journal > Advances in Business Research International Journal (ABRIJ)
ISSN: 2462-1838
Volume: 4
Number: 2
Page Range: pp. 63-68
Official URL: https://abrij.uitm.edu.my
Item ID: 23194
Uncontrolled Keywords: Customer Loyalty, Hard attributes, Soft attributes, Loyalty program
URI: http://ir.uitm.edu.my/id/eprint/23194

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