In the business field it is very important to win the customer heart and the success of the loyalty program offered to the customers depends on particular rewards given by the service provider. Loyalty and customer loyalty in previous research has shown a significant relationship. There are problems occurs in loyalty program where the customers has a low awareness about the loyalty program, and the delayed in receiving the rewards. Loyalty program are divided into two parts. The first part is soft attribute loyalty program and second part is hard attribute loyalty program. Soft attributes loyalty program are ways of doing things or code of conduct that are intangible and was meant to give customer sense of recognition. Hard attributes loyalty program are basically tangible elements such as discounts card and free gift. A total of 100 respondents were chosen from one selected retailers in Penang and a purposive sampling technique was used. The result shown that both hard and soft attribute has a significant relationship with customer loyalty.
Today, the emergence of smart service technologies has an impact on customer experience and customer participation in the service industry. Artificial intelligence (AI) appears likely to influence marketing strategies, including business models, sales processes, and customer service options, as well as customer behaviors. Technology has been regarded as a game changer in the service context. As consumers become more accustomed to smart technology and robotic services, technology will continue to play an essential role in the service industry to better serve customers. While using smart technology, customers themselves will be involved in the service process. They will participate in the service with no or limited involvement with the staff. Therefore, it is very crucial to emphasis the technology-enhanced experience from a customers’ perspective to have better understanding of the actual content and operational application of smart service and robotic experience by examining the specific dimensions of the smart service. Therefore, this proposed study aims to provide an intense discussion and comprehensive conceptualization of the smart service dimensions that may stimulate customer experience and participation by using Stimulus-Organism-Response (S-O-R) Model.
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