The Development of a Conceptual Framework for Customer Loyalty Among Users of Mobile Loyalty Programmes
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...
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| Main Authors: | , |
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| Format: | Article |
| Published: |
Human Resource Management Academic Research Society
2021
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| Subjects: | |
| Online Access: | https://hrmars.com/papers_submitted/10544/the-development-of-a-conceptual-framework-for-customer-loyalty-among-users-of-mobile-loyalty-programmes.pdf http://library.oum.edu.my/repository/1480/ |
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| Institution: | Open University Malaysia |
| Summary: | 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) |
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