期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：7
页码：892-906
DOI：10.6007/IJARBSS/v11-i7/10544
语种：English
出版社：Human Resource Management Academic Research Society
摘要：The purpose of this study is to conceptually examine existing academic literature within the last ten years (2011 to 2021) that would explain customer loyalty within the branded mobile loyalty programmes. The growing need for companies to build a sustainable relationship with customers translated into the development of mobile loyalty programmes in various industries. This paper also aims to establish a conceptual framework focusing on the antecedents for customer loyalty while associating a model called Theory of Planned Behaviour as the basis to comprehend customers’ intention to perform specific behaviour favouring the brands. Some of the most commonly used variables in the literatures are perceived ease of use, attitude, subjective norm and engagement. The recommended framework in this study may serve as a guide for marketing practitioners to improve the existing strategies of loyalty programmes to stay relevant and competitive.
