A CONCEPTUAL FRAMEWORK FOR CUSTOMERS’ LOYALTY IN MOBILE LOYALTY PROGRAMMES

  • Sharlini Seridaran Open University Malaysia, Menara OUM, Block C, Kelana Centre Point, Jalan SS 7/19, 47301 Petaling Jaya, Selangor, Malaysia
  • Mohd Nazri Mohd Noor Open University Malaysia, Menara OUM, Block C, Kelana Centre Point, Jalan SS 7/19, 47301 Petaling Jaya, Selangor, Malaysia

Abstract

The increasing number of academic studies on customer loyalty shows the evolution of customer behaviour and the diversity of business offerings. The main purpose of this study is to examine existing academic pieces of literature. The articles discovered are from the last ten years and elaborate on the importance of customer loyalty within the established mobile loyalty programmes. As businesses evolve, the importance of developing long-term relationships with customers becomes increasingly important. This explains the recent trend of loyalty programmes in other industries. This paper aims to establish a conceptual framework that focuses on customer loyalty. Furthermore, the Theory of Planned Behaviour is used as a core element to better understand customers’ intentions to accomplish a certain behaviour in the hope that the actions favour businesses. Customer attitude, subjective norms, and customer satisfaction were identified as common antecedents in the literature. The recommended framework in this study may serve as a reference point for practitioners looking to improve current marketing strategies, particularly those focusing on mobile loyalty programmes. This is done to keep businesses up to date on current needs and trends. 


 


Keywords: customer loyalty, loyalty programmes, mobile applications, brand loyalty

Published
2021-08-20
How to Cite
SERIDARAN, Sharlini; MOHD NOOR, Mohd Nazri. A CONCEPTUAL FRAMEWORK FOR CUSTOMERS’ LOYALTY IN MOBILE LOYALTY PROGRAMMES. Social and Management Research Journal, [S.l.], v. 18, n. 2, p. 46-65, aug. 2021. ISSN 0128-1089. Available at: <https://myjms.mohe.gov.my/index.php/SMRJ/article/view/14895>. Date accessed: 21 may 2022. doi: https://doi.org/10.24191/smrj.v18i2.14895.

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