Are We Loyal To The Card Or To The Merchants? Factors Influencing Customer Loyalty In Multimerchant Loyalty Card Programs In Malaysia

• Main Authors: Mustafa, Hasrina, Nordin, Dini Farahiyah
• Format: Conference or Workshop Item
• Language: English
• Published: 2015
• Subjects: P87-96 Communication. Mass media
• Online Access: http://eprints.usm.my/32016/1/Hasrina_Mustafa%2C_Dini_Farahiyah_Nordin.pdf; http://eprints.usm.my/32016/; http://www.icmcc2015.usm.my/
• Institution: Universiti Sains Malaysia

Loyalty program is a new generation of Customer Relationship Management (CRM) strategy and CRM is one of the vital aspects of the Integrated Marketing Communication (IMC). This study aims to understand the usage pattern of loyalty program among the cardholders and seek to examine factors influenc...