<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "The Development of a Conceptual Framework for Customer\r\nLoyalty Among Users of Mobile Loyalty Programmes"^^ . "The purpose of this study is to conceptually examine existing academic literature within the\r\nlast ten years (2011 to 2021) that would explain customer loyalty within the branded mobile\r\nloyalty programmes. The growing need for companies to build a sustainable relationship with\r\ncustomers translated into the development of mobile loyalty programmes in various\r\nindustries. This paper also aims to establish a conceptual framework focusing on the\r\nantecedents for customer loyalty while associating a model called Theory of Planned\r\nBehaviour as the basis to comprehend customers’ intention to perform specific behaviour\r\nfavouring the brands. Some of the most commonly used variables in the literatures are\r\nperceived ease of use, attitude, subjective norm and engagement. The recommended\r\nframework in this study may serve as a guide for marketing practitioners to improve the\r\nexisting strategies of loyalty programmes to stay relevant and competitive (Abstract by authors)"^^ . "2021-06" . "11" . "7" . . "Human Resource Management Academic Research Society"^^ . . . ". International Journal of Academic Research in Business and Social Sciences"^^ . . . . . . . . . . . ""^^ . "Sharlini Seridaran"^^ . " Sharlini Seridaran"^^ . . ""^^ . "Mohd Nazri Mohd Noor"^^ . " Mohd Nazri Mohd Noor"^^ . . "Open University Malaysia (OUM)"^^ . . . . . . "HTML Summary of #1480 \n\nThe Development of a Conceptual Framework for Customer \nLoyalty Among Users of Mobile Loyalty Programmes\n\n" . "text/html" . . . "HB615 Entrepreneurship"@en . .