1. Customer loyalty programs 2. Customer clubs With an intense competition between retailers, building strong customer loyalty is the utmost importance for the survival of the firm. The influence of loyalty program on loyalty has been indicated in the literature, however the behavior of customers who holds multiple memberships has often been highlighted in the loyalty program literature. Prior literature indicates that customers who hold multiple memberships are less loyal. Therefore, the book offers a comprehensive treatment of loyalty program as firm retention strategy. The highlights of the book are as follows: • To provide an overview of retention strategies and loyalty programs as the dominant form of retention strategy • To discuss the history, conceptualization, type and benefits of loyalty programs • To emphasize the current development of loyalty program as retention strategy in retail and in Malaysia. Clear examples and illustrations will real world scenarios are also discussed. • To provide clear key success factors and strategies for loyalty program • To understand the potential challenges of loyalty program • To clearly illustrate and explain past studies on loyalty program in Malaysia