Paid media and measurement · Quantitative questionnaire study; CFA, SEM and bootstrapped multiple mediation analysis.
Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis
Andy Chin Woon Fook, Omkar Dastane (2021). Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis. Asia-Pacific Journal of Management Research and Innovation. https://doi.org/10.1177/22786821211000182.
Plain-English take
Loyalty programs positively affected retention; brand association mediated more strongly than satisfaction, with parallel, distinct and sequential mediation patterns differing. For your marketing: Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
3/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Quantitative questionnaire study; CFA, SEM and bootstrapped multiple mediation analysis.
313 Malaysian national-car users selected by convenience sampling.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
Do loyalty programs improve retention, and are brand association and satisfaction mediators?
Design
Quantitative questionnaire study; CFA, SEM and bootstrapped multiple mediation analysis.
Sample and setting
313 Malaysian national-car users selected by convenience sampling.
Reported result
What the study found
Loyalty programs positively affected retention; brand association mediated more strongly than satisfaction, with parallel, distinct and sequential mediation patterns differing.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
The publisher explicitly reports convenience sampling and a single Malaysian national-car sector, limiting generalization; satisfaction mediation was insignificant in some specifications.
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
SAGE abstract gives n=313, convenience sampling, methods, setting and all mediation findings. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.