Retention · Quantitative questionnaire study; CFA, SEM and bootstrapped multiple mediation analysis.
Effectiveness of Loyalty Programs in Customer Retention: A Multiple Mediation Analysis
Asia-Pacific Journal of Management Research and Innovation · 2021
Summary
Loyalty programs positively affected retention; brand association mediated more strongly than satisfaction, with parallel, distinct and sequential mediation patterns differing.
For your marketing
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
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.
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.
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.
Research sources
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.