title: The Development of a Conceptual Framework for Customer  Loyalty Among Users of Mobile Loyalty Programmes
creator: Sharlini Seridaran, 
creator: Mohd Nazri Mohd Noor, 
subject: HB615 Entrepreneurship
description: 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)
publisher: Human Resource Management Academic Research Society
date: 2021-06
type: Article
type: PeerReviewed
relation: https://hrmars.com/papers_submitted/10544/the-development-of-a-conceptual-framework-for-customer-loyalty-among-users-of-mobile-loyalty-programmes.pdf
identifier:   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.      
relation: https://library.oum.edu.my/repository/1480/