African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4193

Full Length Research Paper

Exploring relationship drivers’ toward loyalty card programs

Che Aniza Binti Che Wel*, Sallehuddin Mohd Nor and Azhar Hj. Ahmad
Faculty of Economics and Management, School of Management, Universiti Kebangsaan Malaysia, 43600 UKM Bangi, Malaysia.
Email: [email protected], [email protected]

  •  Accepted: 05 May 2011
  •  Published: 04 August 2011


Retail loyalty programs are normally used as a mechanism to develop a retailer-consumer relationship. Retailer had clear relationship drivers, yet little research examines consumers’ relationship drivers towards loyalty program. To address this gap, this article investigates the true reason of why consumers engage in relationship with retailers through loyalty programs. A qualitative study involving six focus groups of 60 members of various Malaysians’ loyalty programs resulted in four types of relationship drivers such as monetary saving, recognition, social benefits, and entertainment. This article discusses managerial implications of the findings and suggests improvement for future research.


Key words: Relationship drivers, loyalty programs, retailing.