Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis

  title={Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis},
  author={Andy Chin Woon Fook and Omkar Dastane},
  journal={Jindal Journal of Business Research},
  pages={7 - 32}
The impact of loyalty programs on customer retention was investigated in this study. Concomitantly, the mediating effects of brand association and customer satisfaction between loyalty programs and customer retention were also tested in three ways, viz., in parallel, distinct, and sequential through a series of structural models. The study focuses on the Malaysian national car sector, and empirical data was collected from 313 Malaysian national cars users through convenience sampling. This… 

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