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

• Main Authors: Sharlini Seridaran, Mohd Nazri Mohd Noor
• Format: Article
• Published: Human Resource Management Academic Research Society 2021
• Subjects: HB615 Entrepreneurship
• 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/
• Institution: Open University Malaysia

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)