The roles of Member Relationship Proneness (MRP) and Programme Relationship Orientation (PRO) in creating store loyalty: evidence from retail loyalty programmes in Malaysia / Nor Asiah Omar, Rosidah Musa and Faridah Hassan

• Main Authors: Omar, Nor Asiah (Author), Musa, Rosidah (Author), Hassan, Faridah (Author)
• Format: Book
• Published: Faculty of Business and Management ; UiTM Press, 2007.
• Subjects: Article; PeerReviewed
• Online Access: Link Metadata

Investigations to determine whether member relationship proneness and programme relationship orientation could influence satisfaction, commitment and ultimately store loyalty are critical to elucidate the roles and significance of the constructs and advancing management practise. Accordingly, in lin...