Perceived benefits of loyalty program and customer loyalty: The
moderating effect of perceived alternative attractiveness
Dear participants,
I thank you for participating in this academic research. This research was conducted in
Hanoi against the backdrop of significant growth in the Vietnamese retail market, reaching
US$55 billion in sales through 665,000 retail outlets, with modernization increasing from 12% in
2018 to 15% in 2023. However, Vietnamese consumers have zero loyalty due to the highest
brand switching behavior in the Asia-Pacific region at 90%, primarily due to perceived better
value with quality, novelty, and choice of options. This study aims to examine two main
questions: (1) How do the perceived benefits of a loyalty program (including savings and
recognition) affect customer loyalty? and (2) How does the perceived attractiveness of
alternatives regulate these relationships? The study focuses on the modern retail sector of
Vietnam, particularly retail stores and supermarkets in Hanoi. Your participation will contribute
valuable insights to understanding how market competition affects the effectiveness of loyalty
programs in the Vietnamese retail sector.
I appreciate your willingness to participate in this academic research. This study aims to
examine two main questions: (1) How do perceived benefits of loyalty programs (money savings
and recognition) affect customer loyalty? and (2) How does perceived alternative attractiveness
moderate these relationships? The study focuses exclusively on the modern retail sector of
Vietnam, particularly retail stores and supermarkets in Hanoi. Your participation will contribute
valuable insights into understanding how market competition affects the effectiveness of loyalty
programs in Vietnamese retail sector.
Ethic statement
Your participation in this study is completely voluntary. All information provided will
remain strictly confidential and will be used for academic research purposes only. Your personal
information will be anonymized in all reports and presentations. You have the right to withdraw
from this study at any stage. All data collected will be securely stored on a password-protected
device and deleted after specified retention period.
Before proceeding, please confirm:
1. Are you 18 years of age or older? □ Yes □ No
2. Are you currently a member of at least one retail store/supermarket’s loyalty program in
Hanoi? □ Yes □ No
3. Have you used this loyalty program within the past six months □ Yes □ No
4. Are you living in Hanoi? □ Yes □ No
Part A: Perceived benefits of loyalty program assessment
Definition: The perceived benefits of loyalty programs refer to the perceived value you attach to
your experience with the program, that is, what the program can provide or do for you.
Based on your experience in loyalty program, please rate the following statements on a seven-
point Likert scale: (1) "strongly disagree" to (7) "strongly agree"
I participate in this loyalty program because:
I shop at a lower financial cost. □1 □2 □3 □4 □5 □6 □7
I spend less. □1 □2 □3 □4 □5 □6 □7
I save money □1 □2 □3 □4 □5 □6 □7
I participate in this loyalty program because:
The store employees take better care of me. □1 □2 □3 □4 □5 □6 □7
I am treated better than other customers. □1 □2 □3 □4 □5 □6 □7
I am treated with more respect. □1 □2 □3 □4 □5 □6 □7
I feel I am more distinguished than other customers. □1 □2 □3 □4 □5 □6 □7
Part B: Perceived alternative attractiveness evaluation
Definition: Perceived alternative attractiveness is your assessment of satisfaction potentially
obtainable from competing loyalty programs in the market
Please rate the following statements on a seven-point Likert scale: (1) "strongly disagree" to (7)
"strongly agree"
Other retailers’ loyalty programs provide better benefits than my retailer’s loyalty program
□1 □2 □3 □4 □5 □6 □7
Benefits of other retailers’ loyalty programs meet my needs better □1 □2 □3 □4 □5 □6 □7
Benefits provided by other retailers’ loyalty programs are highly attractive □1 □2 □3 □4 □5
□6 □7
Part C: Customer loyalty evaluation
Definition: Customer loyalty is your attitudinal and behavioral preference for the retailer when
compared with available competitive alternatives
Please rate the following statements on a seven-point Likert scale: (1) "strongly disagree" to (7)
"strongly agree"
I expect to stay with this retailer for a long period of time □1 □2 □3 □4 □5 □6 □7
I would recommend this retailer to the other □1 □2 □3 □4 □5 □6 □7
This retailer stimulates me to buy repeatedly □1 □2 □3 □4 □5 □6 □7
Part D: Personal information
Please provide your information:
1. What is your gender:
□ Male
□ Female
2. What age group are you in?:
□ 18 – 28 years
□ 29 – 44 years
□ 45 – 60 years
□ ≥ 60 years
3. What is the range of your monthly personal income?
□ 0 - 5M VND
□ 6 - 15M VND
□ 16 - 30M VND
□ 31 - 50M VND
□ ≥ 50M VND
4. How many supermarket/retail store loyalty program membership cards do you have?
□ 1 retail loyalty card
□ 2 retail loyalty cards
□ 3 retail loyalty cards
□ 4 retail loyalty cards
□ 5 retail loyalty cards and above
5. How long have you been a member of the supermarket/retail store's loyalty program?
□ Less than a year
□ 1-2 years
□ 3-4 years
□ 5 years and above
Thank you for your participation!