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...