The Development of a Conceptual Framework for Customer Loyalty Among Users of Mobile Loyalty Programmes

Sharlini Seridaran, and Mohd Nazri Mohd Noor, (2021) The Development of a Conceptual Framework for Customer Loyalty Among Users of Mobile Loyalty Programmes. . International Journal of Academic Research in Business and Social Sciences, 11 (7). pp. 892-906.

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Abstract

The purpose of this study is to conceptually examine existing academic literature within the last ten years (2011 to 2021) that would explain customer loyalty within the branded mobile loyalty programmes. The growing need for companies to build a sustainable relationship with customers translated into the development of mobile loyalty programmes in various industries. This paper also aims to establish a conceptual framework focusing on the antecedents for customer loyalty while associating a model called Theory of Planned Behaviour as the basis to comprehend customers’ intention to perform specific behaviour favouring the brands. Some of the most commonly used variables in the literatures are perceived ease of use, attitude, subjective norm and engagement. The recommended framework in this study may serve as a guide for marketing practitioners to improve the existing strategies of loyalty programmes to stay relevant and competitive (Abstract by authors)

Item Type: Article
Uncontrolled Keywords: Customer Loyalty, Mobile Loyalty Programmes, Theory of Planned Behaviour
Subjects: H Social Sciences > HB Economic Theory > HB615 Entrepreneurship
Divisions: Faculty of Business & Management
Depositing User: Shahril Effendi Ibrahim
Date Deposited: 08 Aug 2022 02:07
Last Modified: 08 Aug 2022 02:07
URI: http://library.oum.edu.my/repository/id/eprint/1480

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