The influence of customer loyalty program design on the relationship between customer motives and value perception

Penilaian Kesan Manfaat Program Kesetiaan dalam Hubungan Kepuasan-Kesetiaan: Bukti Empirikal di Malaysia

“…While program benefi t has been commonly associated with monetary benefi ts which is also known as economic, utilitarian or fi nancial benefi ts (Kreis & Mafael 2014;Mägi 2003;Peterson 1995), other types of benefi ts have been increasingly presented in the loyalty program literature. Steyn et al (2010) classifi ed program benefi ts into two categories, namely fi nancial and information; Berezan et al (2013), in their study of hotel loyalty program classifi ed program benefi ts into standard benefi ts, elite benefi ts, promotion benefi ts, and dilution of elite status benefi ts; Leenheer;Van Heerde, Bijmolt, and Smidts (2007) and Zhang and Breugelmans (2012) categorised program benefi ts into economic, psychological, and sociological; Evanschitzky et al (2011) investigated program benefi ts in terms of social benefi ts, special treatment, and overall program value; Suh and Yi (2012) studied in terms of hedonic and utilitarian benefi ts; and Dorotic, Bijmolt and Verhoef (2012) and Mimouni-Chaabane and Volle (2010) examined it in terms of utilitarian benefits, hedonic benefi ts, and symbolic benefi ts.…”

Loyalty membership for luxury hotels in Malaysia

“…Accordingly, a growing number of hoteliers are endeavouring to build a mutually satisfying relationship with the customers through loyalty programmes (Kotler and Keller, 2009). This research focusses on loyalty programmes since it is a topic of much debate among researchers (Kreis and Mafael, 2014). The benefits of a loyalty programme can be identified through the generated customer database (Dennis et al, 2001).…”

“…Economic value in this research refers to the value that could be gained by becoming a loyal member of a hotel chain. The economic value focusses on the utilitarian and instrumental benefits (Kreis and Mafael, 2014). The economic value is perceived to be very influential towards the perceived value in the loyalty context (Mägi, 2003).…”

“…Customers will not interact with the hotel employees in a vacuum but within an environment that can influence their decisions (Albrecht et al, 2016). The interaction value emphasises the communication between the customers and the hotel (Kreis and Mafael, 2014).…”

“…The psychological needs of the customers can be developed by the front-line employees (Namasivayam et al, 2014) through the organisational culture (Edwin and Sheryl, 2013). The psychological needs represent the superiority of the individual within a particular society (Kreis and Mafael, 2014). The psychological needs from the customers' point of view are crucial because that can positively enhance the overall hotel operations (Xie and Chen, 2014).…”