2022
DOI: 10.20525/ijrbs.v11i8.2028
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Influence of special treatment benefits on Generation Y students’ attitude towards retail point-based loyalty programmes

Abstract: The number of loyalty programmes has increased rapidly, becoming one of the most used marketing practices in the global retail market today. The primary objective of this study was to determine whether special treatment benefits influence Generation Y students’ attitudes towards retail point-based loyalty programmes and usage behaviour in South Africa by extending the theory of planned behaviour and adding unique treatment benefits and consumer satisfaction factors to propose a model for this study. The study … Show more

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