Penilaian Kesan Manfaat Program Kesetiaan dalam Hubungan Kepuasan-Kesetiaan: Bukti Empirikal di Malaysia

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

doi:10.17576/pengurusan-2015-43-13

Cited by 9 publications

(16 citation statements)

References 87 publications

(129 reference statements)

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“…Dimension of utilitarian benefits is related with efficient, task specific and economical aspects of product and services (Overby & Lee, 2006). According to Omar et al (2015), there is a consensus among researchers emphasizing greater value of utilitarian benefits to customers, because of its intangibility, ease of understanding and evaluating (Verhoef, 2003;Gable et al, 2008;Bridson et al, 2008;Steyn et al, 2010).…”

Section: Perceived Benefits Of Loyalty Programsmentioning

confidence: 99%

“…Examples of entertainment dimension could be collecting and redeeming points (Mimouni-Chaabane & Volle, 2010;Johnson, 1999), participating in events, competitions open to loyalty program members (Radder et al, 2015). Omar et al (2015) assume that hedonic benefits comparing to utilitarian benefits evoke stronger emotional response, are more effective and preferred if the loyalty program involves high requirement (Kivetz & Simonson, 2002).…”

Section: Perceived Benefits Of Loyalty Programsmentioning

confidence: 99%

“…Mostly they are intangible, associated to non-product related attributes (Mimouni-Chaabane & Volle, 2010). Omar et al (2015) state that this category of benefits can be understood as the ability of loyalty program to offer a source of identification and conform to customer's needs to associate with something successful or desirable (Kaynak et al, 2007). As a result of that, symbolic benefits are expressed through recognition and social benefits.…”

Section: Perceived Benefits Of Loyalty Programsmentioning

confidence: 99%

“…Inability to find out what motivates customers can have negative impact on customers' opinion about loyalty program. Though identifying the influence of perceived benefits becomes important to satisfy customers, having in mind that only satisfied customers can get more loyal to the program and as a result more loyal to a store (Omar et al, 2015).…”

Section: Introductionmentioning

confidence: 99%

“…The influence of perceived benefits on the satisfaction with the loyalty program has been chosen as an object of this paper. A number of authors have considered perceived values in different studies, examining how customers perceive benefits of loyalty programs (Bose & Rao, 2011;Radder et al, 2015), impact of perceived benefits on the satisfaction with the loyalty program (Mimouni-Chaabane & Volle, 2010;Hanzaee & Rezaeyeh, 2013;Omar et al, 2015), impact on program loyalty (Kim et al, 2013;Omar et al, 2015), customer loyalty (Kim et al, 2013), and store loyalty (Omar et al, 2015). Little research has been done about perceived benefits in grocery retailing sector, though research shows that the biggest interest in loyalty programs in retailing sector is in the area of groceries (Ott, 2011).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

The influence of perceived benefits on the satisfaction with the loyalty program

Kyguolienė¹,

Zikienė²,

Grigaliūnaitė³

2017

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Nowadays every loyalty program must have some value proposition, it becomes the main factor attracting customer to join the loyalty program. Value proposition, considered as a set of benefits customer receives being a member of the loyalty program relates to perceived benefits. Identifying the influence of perceived benefits becomes important to satisfy customers and can lead to greater loyalty to the program what can result greater loyalty to the store. The aim of the study was to measure the influence of perceived benefits on the satisfaction with the loyalty program in Lithuanian grocery retailing. 312 respondents took part in the research. A structural equation modelling using partial least squares path modelling methodology was applied in order to determine the impact of perceived benefits on the satisfaction with the loyalty program. The research findings indicate that the most important loyalty program benefits for the customer satisfaction with the loyalty program are monetary savings (as a part of utilitarian benefits), exploration (as a part of hedonic benefits), entertainment (as a part of hedonic benefits) and social (as a part of symbolic benefits). On the other hand, convenience (as a part of utilitarian benefits) and recognition benefit (as a part of symbolic benefits) are not important in the case of the satisfaction with the loyalty program in Lithuanian grocery retailing. The study findings imply that it is advantageous for Lithuanian grocery retailers to provide partly utilitarian, hedonic and partly symbolic benefits in their programs for gaining customer satisfaction through loyalty programs.

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Section: Perceived Benefits Of Loyalty Programsmentioning

confidence: 99%

Section: Perceived Benefits Of Loyalty Programsmentioning

confidence: 99%

Section: Perceived Benefits Of Loyalty Programsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The influence of perceived benefits on the satisfaction with the loyalty program

Kyguolienė¹,

Zikienė²,

Grigaliūnaitė³

2017

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Designing for loyalty programme effectiveness in the financial services industry

2022

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This study extends and tests a model determining how customer perceived benefits affect perceived relationship investment and brand relationship quality as mediators to behavioural and attitudinal loyalty with type and timing of rewards as moderators. A quantitative methodology and survey approach was applied using randomly selected stratified sampling resulting in 277 financial services loyalty programme member respondents. The hypotheses were tested using structural equation modelling. The results highlight social and exploration benefits to be much stronger determinants of customer loyalty than monetary and entertainment benefits, with recognition having no effect and timing of rewards moderating the influence of monetary and exploratory benefits. The type of reward moderated the influence of entertainment and exploratory rewards. The study’s theoretical contribution provides for an empirically validated comprehensive conceptual model of loyalty programme effectiveness for the financial services industry and very important loyalty programme design findings for practitioners.

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Perceived retailer innovativeness and brand equity: mediation of consumer engagement

Omar

Kassim

Alam

et al. 2018

The Service Industries Journal

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Penilaian Kesan Manfaat Program Kesetiaan dalam Hubungan Kepuasan-Kesetiaan: Bukti Empirikal di Malaysia

Abstract: 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)

Cited by 9 publications

References 87 publications

The influence of perceived benefits on the satisfaction with the loyalty program

The influence of perceived benefits on the satisfaction with the loyalty program

Designing for loyalty programme effectiveness in the financial services industry

Perceived retailer innovativeness and brand equity: mediation of consumer engagement

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