Abstract:
In present society, Loyalty programmes regard as major variable to build up relationship with customers. The firms are
highly concerned about the loyalty programs. This article investigates various perceived benefits of loyalty programmes
using a multi-benefits framework based on utilitarian benefit, hedonic benefit and symbolic benefit. The objective of this
article is to examine the effect of the loyalty programs benefits on the brand loyalty. And to evaluate the extent to which
loyalty programmes benefits are highly affect brand loyalty. In addition, to determine significant differences among
usage duration with, related to brand loyalty. Sri Lankan mobile communication industry offer undifferentiated services
for the customers and customers switching cost is very low or few rather than other industries. Dialog and Mobitel
Company considers as research context. The population was the all the dialog and mobitel connection users in Sri
Lanka. The convenience sampling approach was used. A questionnaire used to collect data. Questionnaire distributed
in the Badulla district. Data was analysed using SPSS. It was found that there was a significant relationship between
loyalty program benefits and brand loyalty. Symbolic benefits affected brand loyalty in strong positive level. Utilitarian
benefits and hedonic benefits affected brand loyalty in moderate positive level. Firms can use these findings as a
marketing strategy, when firms introduced or modify loyalty programs
