Exploring the influence of loyalty programs on consumer loyalty among university students in Malaysia

Liew, Lok Xuan (2025) Exploring the influence of loyalty programs on consumer loyalty among university students in Malaysia. Final Year Project, UTAR.

PDF Download (1705Kb)

Abstract

In this growing food and beverage (F&B) sector, loyalty programs have become an essential marketing tool for companies to build long-term relationships with customers. Businesses currently depend heavily on loyalty programs to retain customers and boost engagement due to increased competition driven by ongoing growth of beverage brands. In this context, university students represent a major market with their high level of online usage, frequent buying beverages, and costconscious behaviors. Their daily use of mobile applications makes them as an appropriate population to evaluate how loyalty programs influence customer loyalty. This study examines the psychological and behavioral elements of customer satisfaction, trust, engagement, subjective norm, attitude, and perceive behavioral control that influence university students’ loyalty in the food and beverage sector. Through an analysis of these frameworks, this study aims to provide a more insight on how loyalty programs work beyond reward, emphasizing the ways in which emotional value, accessibility, social influence, and perceived benefits support long-term customer loyalty. The ending of this study is not only an academic achievement, but also an opportunity to provide insight to existing research in consumer behavior and marketing strategy. I hope that the findings of this research will assist industry experts, researchers, and marketers to develop more successful loyalty programs that fulfil the needs and demands of university student

Actions (login required)