Omar, Nor Asiah; Alam, Syed Shah; Aziz, Norzalita Abdul; … - In: Journal of Business Economics and Management 12 (2011) 2, pp. 332-352
<title>Abstract</title> This study examines loyalty programs in Malaysia in terms of perceived equity, value, program satisfaction, program trust, and store loyalty. A total of 400 questionnaires were collected from cardholders in Klang Valley, Malaysia. The hypotheses were based on social exchange and equity...