Muhammad Asyraf Hasim, Khairul Nizam Mahmud, Mohd Farid Shamsudin, Hafezali Iqbal Hussain and Milad Abdelnabi Salem
This review is about loyalty program done by the banking sector in Malaysia based on selected articles published from the year 2010 until 2015. The articles related include the satisfaction of the consumer to the loyalty program, how they accept the program and build long term relationship with the banks. Although the loyalty programmes are quite similar, the segment is still broad to be explored because the number loyalty programmes are increasing and becoming popular nowadays. The bank must secure this opportunity as much as possible to explore the relationship as part of future development. Customer satisfaction, the quality of the product given to the customers, and the services by the participating retailer is the elements to make a loyalty program a success, thus creating loyal customers towards an organization especially the banking industry.