The Role of Digital Loyalty Program towards Customer Loyalty through a Measure of Satisfaction


  • Roymon Panjaitan Universitas STEKOM



digital loyalty program, customer satisfaction, customer loyalty


The research aimed to explore the importance of loyalty programs to customer satisfaction and loyalty in digital business in Indonesia. The concept of theoretical development of the resource-advantage theory of competition and service-dominant logic was used for the development of research findings. Lazada, one of the e-commerce platforms, offered digital loyalty programs such as points store, loyalty store, e-coupon, e-newsletter, and flash sale. Thus data collection was distributed through an online questionnaire to Lazada customers, with a sample size of 384 respondents. Data testing with linear regression analysis was conducted to test the variables of the Lazada digital loyalty program on customer loyalty mediated customer satisfaction. The results shows that in digital loyalty program variables, the program features contribute positively directly and have the success of mediated customer satisfaction in the digital loyalty program. More products that offer customer-oriented technology feature innovation will increase customer loyalty amidst dynamic marketing capabilities in digital business innovation change, which gives impact to managers.


Plum Analytics


Alnawas, I. & Hemsley-Brown, J. (2018). The differential effect of cognitive and emotional elements of experience quality on the customer-service provider’s relationship. International Journal of Retail and Distribution Management, 46(2), 125-147.

Alsaggaf, M. A. & Althonayan, A. (2018). An empirical investigation of customer intentions influenced by service quality using the mediation of emotional and cognitive responses. Journal of Enterprise Information Management, 31(1), 194-223.

Bijmolt, T. H. A., Krafft, M., Sese, F. J., & Viswanathan, V. (2017). Multi-tier loyalty programs to stimulate customer engagement. In R. W. Palmatier, V. Kumar, & C. M. Harmeling (Eds.). Customer Engagement Marketing (pp. 119-139). Springer International Publishing.

Breugelmans, E., Bijmolt, T. H. A., Zhang, J., Basso, L. J., Dorotic, M., Kopalle, P., … Wünderlich, N. V. (2015). Advancing research on loyalty programs: a future research agenda. Marketing Letters, 26, 127-139.

Breugelmans, E. & Liu-Thompkins, Y. (2017). The effect of loyalty program expiration policy on consumer behavior. Marketing Letters, 28, 537-550.

Bruneau, V., Swaen, V., & Zidda, P. (2018). Are loyalty program members really engaged? Measuring customer engagement with loyalty programs. Journal of Business Research, 91, 144-158.

Hassan, R. S., Nawaz, A., Lashari, M. N., & Zafar, F. (2015). Effect of Customer Relationship Management on Customer Satisfaction. Procedia Economics and Finance, 23, 563-567.

Iddrisu, A., Nooni, I., & Mensah, W. (2015). Assessing the impact of service quality on customer loyalty: A case study of the cellular industry of Ghana. British Journal of Marketing Studies, 3(6), 15-30.

Ieva, M. & Ziliani, C. (2017). Towards digital loyalty programs: insights from customer medium preference segmentation. International Journal of Retail and Distribution Management, 45(2), 195-210.

Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163, 151-166.

Khan, A. R. & Islam, M. A. (2017). The impact of digital marketing on increasing customer loyalty: A study on Dhaka City, Bangladesh. International Journal of Economics, Commerce and Management, 5(4), 521-528.

Kotler, P. (2018). Why broadened marketing has enriched marketing. AMS Review, 8, 20-22.

Li, C. Y. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks. Computers in Human Behavior, 84, 171-184.

Lim, S. & Lee, B. (2015). Loyalty programs and dynamic consumer preference in online markets. Decision Support Systems, 78, 104-112.

Liu, F., Xiao, B., Lim, E. T. K., & Tan, C. W. (2017). Investigating the impact of gender differences on alleviating distrust via electronic word-of-mouth. Industrial Management and Data Systems, 117(3), 620-642.

Magatef, S. G. & Tomalieh, E. F. (2015). The impact of customer loyalty programs on customer retention. International Journal of Business and Social Science, 6(8), 78-93.

Mainardes, E. W., Rosa, C. A. de M., & Nossa, S. N. (2020). Omnichannel strategy and customer loyalty in banking. International Journal of Bank Marketing, 38(4), 799-822.

Nobre, H. & Rodrigues, C. (2018). Loyalty programs in the pharmaceutical retail: The impact of a network loyalty program on the pharmacy loyalty. International Journal of Business Excellence, 14(4), 454-469.

Ofori, K. S., Boakye, K., & Narteh, B. (2018). Factors influencing consumer loyalty towards 3G mobile data service providers: evidence from Ghana. Total Quality Management and Business Excellence, 29(5-6), 580-598.

Pereira, H. G., de Fátima Salgueiro, M., & Rita, P. (2017). Online determinants of e-customer satisfaction: application to website purchases in tourism. Service Business, 11, 375-403.

Schirmer, N., Ringle, C. M., Gudergan, S. P., & Feistel, M. S. G. (2018). The link between customer satisfaction and loyalty: The moderating role of customer characteristics. Journal of Strategic Marketing, 26(4), 298-317.

Seckler, M., Heinz, S., Forde, S., Tuch, A. N., & Opwis, K. (2015). Trust and distrust on the web: User experiences and website characteristics. Computers in Human Behavior, 45, 39-50.

Sekaran, U. & Bougie, R. (2016). Research Methods for Business A Skill-Bulding Approach (7th Ed.). New York: Wiley.

Sungirirai, A., Chiguvi, D., & Sungirirai, L. (2017). The effect of customer loyalty programs on customer satisfaction in the mobile telecommunications sector in Botswana. International Journal of Science and Research, 6(2), 1815-1824.

Tahal, R. (2014). Loyalty programs in e-commerce and their perception by the young adult internet population. Central European Business Review, 3(2), 7-13.

Tjiptono, F. & Chandra, G. (2011). Service, Quality dan Satisfaction (4th Ed.). Yogyakarta: Andi Offset

Trivedi, S. K. & Yadav, M. (2020). Repurchase intentions in Y generation: mediation of trust and e-satisfaction. Marketing Intelligence and Planning, 38(4), 401-415.

Vesel, P. & Zabkar, V. (2009). Managing customer loyalty through the mediating role of satisfaction in the DIY retail loyalty program. Journal of Retailing and Consumer Services, 16(5), 396-406.

Vildová, E., Martinčik, D., Tlučhoř, J., & Jakubíková, D. (2015). Measuring customer satisfaction and loyalty in spa companies. In E a M: Ekonomie a Management, 18(1), 151-168.

Watson, G. F., Beck, J. T., Henderson, C. M., & Palmatier, R. W. (2015). Building, measuring, and profiting from customer loyalty. Journal of the Academy of Marketing Science, 43, 790-825.

Zakaria, I., Rahman, B. A., Othman, A. K., Yunus, N. A. M., Dzulkipli, M. R., & Osman., M. A. F. (2014). The relationship between loyalty program, customer satisfaction and customer loyalty in retail industry: A case study. Procedia - Social and Behavioral Sciences, 129, 23-30.



Abstract 1068  .
PDF downloaded 582  .