Che Aniza Che Wel

Investigating the structural relationship between loyalty programme service quality, satisfaction and loyalty for retail loyalty programmes: evidence from Malaysia

Purpose – Retaining and cultivating customer loyalty has become increasingly important for loyalty programme providers and retailers due to the highly competitive environment. The purpose of this paper is to develop and test a model investigating how loyalty programme service quality (LPSQual) enhances programme perceived value and programme satisfaction to win loyalty among cardholders.Design/methodology/approach – Quota sampling technique, using a self‐administered questionnaire survey, was used with a total of 400 respondents who are card holders of loyalty programmes from departments and superstores in the capital of Malaysia.Findings – It is found that all the loyalty programme service attributes (policy, reward, tangibility, information usefulness, courteousness/helpfulness and communication quality), with the exception of personalization, have a significant positive influence on perceived value. The positive relationship between perceived value‐programme loyalty and programme satisfaction‐programme...

Discriminant Analysis of Antecedents of Customer Retention in Malaysian Retailing

This article examines the applied dimensions of relationship marketing, namely, customer service, loyalty/rewards programs, personalization, customization, and brand/store community with different customer retention levels in three retail stores in Malaysia. The relationship between customer service, loyalty/rewards programs, customization, personalization, and brand/store community with customer retention were examined via an empirical investigation of 450 loyalty/reward program members of three retail stores in Malaysia. The survey was personally administered but self-completed. All variables, namely, customer service, loyalty/rewards programs, customization, personalization, and brand/store community, were able to significantly discriminate between high and low customer retention levels. Retail managers in a developing country like Malaysia must be aware of the importance of these applied dimensions of relationship marketing (i.e., what can be done or practiced by the retailer to manage and enhance customer relationships) and how they impact customer retention levels.

Dynamics of loyalty programs in Malaysian retailing: a strategic marketing perspective

ABSTRACT The purpose of this article is to consider the development of research in loyalty programs and relationship marketing in international retailing and review their application in specific retail stores in Malaysia, namely, AEON, Parkson, the Store Corporation, and Metrojaya. The article reviews the development of the relationship marketing and loyalty programs literature and its application in Malaysia and suggests how relationship marketing and loyalty programs have emerged over the years and their significance to retailing in Malaysia. The article also emphasizes the importance of relationship marketing and loyalty programs in retailing and discusses where research needs to go with respect to loyalty programs to enable them to continue to offer a competitive advantage to retailers. At the moment most loyalty programs are too similar to provide any real differentiation advantage to the retailer. Furthermore, the article highlights the loyalty programs that have been successful in Malaysia, why they have been successful, and their contribution to the success of the respective retail outlet. Finally, it explores the current understanding of relationship marketing and loyalty program activities and processes within the international retail firm in a developing country context. The achievements and limitations of loyalty programs in the area of international retailing are examined over the past 20 years and issues are addressed surrounding the future of loyalty programs in retailing that require further research.

The impact of innovation on growth and performance of processed food SMEs in Malaysia

The main aims of this study are to examine the innovation impacts on the performance and growth of processed food SMEs in Malaysia. Towards the achievement of its objectives, the present study had utilised descriptive statistical analysis and econometric techniques through the field survey of executives of processed food SMEs in Malaysia. The multiple logistic regression models were employed to estimate how the new innovations are affecting the annual sales turnover of SMEs in Malaysia. The study revealed that the Malaysian SMEs are exploring innovations to continue their performance and annual growth. On the other hand, multiple logistic regression model outputs shows that there are significant positive impacts of innovations especially in the category of new product, new operational process, new managerial process, new markets and of new sources of supply on the annual sales turnover of processed food SMEs in Malaysia.