*Dr. Mohan a/l Rathakrishnan **Qaisar Mahmood


In the current situation, there is an intense race of offering exclusive and creative forms of the loyalty programs. These unique programs are pressurizing the customers to show their loyalty towards the footwear brands. The purpose of this study is to explore the effectiveness of loyalty programs (perceived value, commitment, involvement and service quality) in building customer loyalty to the Pakistani footwear brands through customer satisfaction. Quantitative data is collected through using self-administered questionnaire. Data is collected from 300 female customers in our cross-sectional study. All the variables are examined by SPSS software. For examining the mediation effect AMOS software is used. By examining the outcomes of data displays that loyalty programs effects the customer loyalty but customer satisfaction as a mediator has more significant impact on customer loyalty. Data is collected only from the female customers of the footwear brands. Consideration of male customers may have disclosed fascinating results too. This study gives essential awareness to the retail brands in establishing several approaches concerning customer loyalty. Retail footwear brands of Pakistan should focus more on improving the loyalty programs.


How to Cite
*Dr. Mohan a/l Rathakrishnan **Qaisar Mahmood. (2020). THE IMPORTANCE OF LOYALTY PROGRAMS IN BUILDING CUSTOMER SATISFACTION: A CASE OF FOOTWEAR BRANDS OF PAKISTAN. Multidisciplinary Journal of Instruction, 1(1), 1-17. Retrieved from


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