IDEAS home Printed from https://ideas.repec.org/p/gtr/gatrjs/jmmr187.html
   My bibliography  Save this paper

Marketing Strategies of Services and Purchasing Incentives in Asia

Author

Listed:
  • Firend Al. R.

    (American University of Iraq, Iraq Author-2-Name: Wang Qian Author-2-Workplace-Name: IBS, Universiti Teknologi Malaysia Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective - This research explores the changing mechanism in the relationship between retailers and consumers whereby consumers face higher-prices due to inflation while their earnings, and thereby their disposal income, does not simultaneously increase. Methodology/Technique - An examination is conducted on the use of loyalty cards in the Malaysian retail sector to determine whether Asian consumers are enticed by the use of loyalty programs, which can be seen as an attempt to save money when making purchases. Findings - The findings suggest that loyalty programs will expand in the future to include other offerings as they gain momentum and popularity. This research concludes that Malaysian consumers, like most of Southeast Asian consumers, are price adverse, and hence will take opportunities to save money when making purchases. Novelty - The findings of this research can be generalized to the Southeast Asian region due to the similarity of consumption and national characteristics between Malaysian and Southeast Asian consumers.

Suggested Citation

  • Firend Al. R., 2018. "Marketing Strategies of Services and Purchasing Incentives in Asia," GATR Journals jmmr187, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr187
    as

    Download full text from publisher

    File URL: http://gatrenterprise.com/GATRJournals/pdf_files/JMMR%20Vol%203(3)/2.Firend%20Al.%20R.pdf
    Download Restriction: http://gatrenterprise.com/GATRJournals/online_submission.html
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Chuah,Lay Lian & Loayza,Norman V. & Nguyen,Ha Minh, 2018. "Resource misallocation and productivity gaps in Malaysia," Policy Research Working Paper Series 8368, The World Bank.
    2. Frederiks, Elisha R. & Stenner, Karen & Hobman, Elizabeth V., 2015. "Household energy use: Applying behavioural economics to understand consumer decision-making and behaviour," Renewable and Sustainable Energy Reviews, Elsevier, vol. 41(C), pages 1385-1394.
    3. Demoulin, Nathalie T.M. & Zidda, Pietro, 2008. "On the impact of loyalty cards on store loyalty: Does the customers’ satisfaction with the reward scheme matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 15(5), pages 386-398.
    4. Els Breugelmans & Yuping Liu-Thompkins, 2017. "The effect of loyalty program expiration policy on consumer behavior," Marketing Letters, Springer, vol. 28(4), pages 537-550, December.
    5. Stathopoulou, Anastasia & Balabanis, George, 2016. "The effects of loyalty programs on customer satisfaction, trust, and loyalty toward high- and low-end fashion retailers," Journal of Business Research, Elsevier, vol. 69(12), pages 5801-5808.
    6. Richards, Timothy J. & Hamilton, Stephen F. & Yonezawa, Koichi, 2018. "Retail Market Power in a Shopping Basket Model of Supermarket Competition," Journal of Retailing, Elsevier, vol. 94(3), pages 328-342.
    7. V. Kumar & Werner Reinartz, 2018. "Customer Relationship Management," Springer Texts in Business and Economics, Springer, edition 3, number 978-3-662-55381-7, June.
    8. Ullah, Nazim, 2016. "The relationship of government revenue and government expenditure: a case study of Malaysia," MPRA Paper 69123, University Library of Munich, Germany.
    9. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    10. N. Demoulin & P. Zidda, 2008. "On the impact of loyalty cards on store loyalty:does the customers' satisfaction with the reward scheme matter?," Post-Print hal-00285809, HAL.
    11. Vincent Koen & Hidekatsu Asada & Stewart Nixon & Mohamed Rizwan Habeeb Rahuman & Mohd Arif, A.Z., 2017. "Malaysia’s economic success story and challenges," OECD Economics Department Working Papers 1369, OECD Publishing.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    2. Alex Belli & Anne-Maree O’Rourke & François A. Carrillat & Ljubomir Pupovac & Valentyna Melnyk & Ekaterina Napolova, 2022. "40 years of loyalty programs: how effective are they? Generalizations from a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 147-173, January.
    3. Arbore, Alessandro & Estes, Zachary, 2013. "Loyalty program structure and consumers' perceptions of status: Feeling special in a grocery store?," Journal of Retailing and Consumer Services, Elsevier, vol. 20(5), pages 439-444.
    4. Steyn, Peter & Pitt, Leyland & Strasheim, Arien & Boshoff, Christo & Abratt, Russell, 2010. "A cross-cultural study of the perceived benefits of a retailer loyalty scheme in Asia," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 355-373.
    5. Ming-Hui Huang & Roland T. Rust, 2017. "Technology-driven service strategy," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 906-924, November.
    6. Steinhoff, Lena & Zondag, Marcellis M., 2021. "Loyalty programs as travel companions: Complementary service features across customer journey stages," Journal of Business Research, Elsevier, vol. 129(C), pages 70-82.
    7. Meyer-Waarden, Lars, 2015. "Effects of loyalty program rewards on store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 22-32.
    8. Hu, Xin & He, Liuyi & Liu, Junjun, 2022. "Status reinforcing: Unintended rating bias on online shopping platforms," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    9. Sharma, Dheeraj & Verma, Varsha, 2014. "Psychological and economic considerations of rewards programs," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 924-932.
    10. Pandit, Ameet & Vilches-Montero, Sonia, 2016. "Are reward cards just a business deal? The role of calculative versus emotional card commitment in driving store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 355-360.
    11. Balakrishnan, Janarthanan & Foroudi, Pantea & Dwivedi, Yogesh K., 2020. "Does online retail coupons and memberships create favourable psychological disposition?," Journal of Business Research, Elsevier, vol. 116(C), pages 229-244.
    12. Demoulin, Nathalie T.M. & Zidda, Pietro, 2009. "Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market," Journal of Retailing, Elsevier, vol. 85(3), pages 391-405.
    13. Bahri-Ammari, Nedra & Bilgihan, Anil, 2017. "The effects of distributive, procedural, and interactional justice on customer retention: An empirical investigation in the mobile telecom industry in Tunisia," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 89-100.
    14. Chen, Shiuann-Shuoh & Choubey, Bhaskar & Singh, Vinay, 2021. "A neural network based price sensitive recommender model to predict customer choices based on price effect," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    15. Wenli Zou, Lili & Kin (Bennett) Yim, Chi & Wa Chan, Kimmy, 2022. "How firms can create delightful customer experience? Contrasting roles of future reward uncertainty," Journal of Business Research, Elsevier, vol. 147(C), pages 477-490.
    16. Mimouni Chaabane, Aida & Pez, Virginie, 2017. "“Make me feel special†: Are hierarchical loyalty programs a panacea for all brands? The role of brand concept," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 108-117.
    17. Danaher, Peter J. & Sajtos, Laszlo & Danaher, Tracey S., 2016. "Does the reward match the effort for loyalty program members?," Journal of Retailing and Consumer Services, Elsevier, vol. 32(C), pages 23-31.
    18. Helgesen, Øyvind & Ivar Håvold, Jon & Nesset, Erik, 2010. "Impacts of store and chain images on the “quality–satisfaction–loyalty process†in petrol retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 109-118.
    19. Vesel, Patrick & Zabkar, Vesna, 2009. "Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 396-406.
    20. Filipe, Sandra & Marques, Susana Henriques & Salgueiro, Maria de Fátima, 2017. "Customers' relationship with their grocery store: Direct and moderating effects from store format and loyalty programs," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 78-88.

    More about this item

    Keywords

    Marketing; Strategy; Incentives; Services; Retail; Loyalty; Asia.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gtr:gatrjs:jmmr187. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Prof. Dr. Abd Rahim Mohamad (email available below). General contact details of provider: http://gatrenterprise.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.