Academic Master




Loyalty programs join humankind’s aggressive nature with the consumer’s affection for accepting free-stuff. To what extent loyalty program offers make the existing customers turn into long term- purchasers of the company’ s goods? How do retailers get the customers’ basket size increase by the loyalty programs? The study discusses these questions based on the answers obtained from the respondents. These motivator programs help manufacture customer loyalty through promoting. Customer retention is exceptionally essential in any company that would like to flourish in a very aggressive and overflowed business showcase. The fascination of consumers is said to be more troublesome than retention, and this is the place the problem of consumer relation management comes in. Retaining an existing customer is way cheaper than attracting a new customer.. Since retention and fulfillment of customers aren’t as troublesome as pulling in them, what should a company do keeping in mind the end goal to guarantee that retention does not turn into a monster undertaking over the span of the company? The paper gives a view how do people like the companies that are offering loyalty programs to them and how do people use the rewards and benefits associated with loyalty programs.


The discoveries of this examination can give a superior comprehension of the connection between consumer loyalty and client certainty for long-term and the fundamental effects of loyalty programs on consumers. The target information was obtained from random members of the society familiar with using loyalty programs.

Three hypotheses were developed in a quantitative approach to research method and information to cater the research questions were obtained from individuals using loyalty programs. Consumers’ tendency for long-term purchase behaviour towards the brands offering loyalty programs, the effect of such programs on volume of usage(bucket-size) and the different responses towards loyalty schemes as per purchasing level is analysed in the study. The analysis provides a comprehension of the relationship between loyalty programs as the independent variable and dependent variables such as consumers’ tendency for being long-term purchasers of the company services and products, bucket size. Along these lines, numerous kinds of research were consolidated.

The necessary findings of the investigations are;

  • Consumers’ tendency to be a long-term purchaser is positively related to the effectiveness and number of loyalty programs.
  • Consumers’ certainty is decidedly affected by the rewards and their alignment with their needs and wants about the product use.
  • Devotion of consumers is emphatically influenced by fulfilment and saw an incentive at the store and trust in the store;
  • On the quantity based visits to the store and the relating spending at the store, no noteworthy contrast was found between the self-report of clients and their real conduct.
  • The frequency of the visits to the stores the loyalty programs offers enhancing purchase capacity has a positively colossal impact attitude of consumers towards the supermarket.

The vast majority of the discoveries affirm past research done about this theme. Notably, the speculations concerning the immediate connection (and drivers) of consumer loyalty and client devotion.are considered. In any case, the impact of arbitrators on the connection between consumer loyalty and client faithfulness was not definitive among staple customers of the retailers.


Background of the Study 

Loyalty programs are offers that include some extra value to the product that consumers come to buy from the store repeatedly. Consumers’ behaviour of buying the same products over and over is called brand loyalty.Repeated purchase behaviour can be caused by quality or price attributes of the products. Such buying behaviour is essential to the businesses to hold a share in the market on a consistent basis, and they not only want to maintain such but are l likely to enhance that businesses use various techniques to make the customers loyal with the brands they sell. Loyalty programs are designed and launched to not only maintain the existing loyalty of the consumers but also to enhance the existing loyalty to the brand. Almost every type of business uses this technique to make consumer behaviour more loyal toward the brand (Stathopoulou and Balabanis, 2016). Persuading the consumers to 1purchase the same products shunning the competitors is the primary objective of the loyalty programs. Elements of loyalty programs vary according to the nature of the company and its marketing strategies and goals.

The highly competitive global market situation of today has made the businesses operate more innovatively and proactively. Market and consumer research programs are widely in vogue by big businesses all over the world. Industries are striving to stay in the market and hold a large market share as possible (Oliver, 2014). Fast moving consumer goods companies are especially conscious about attaining repeat purchase behaviour of the consumers and retain it through various marketing tools and techniques such as loyalty programs. Using loyalty programs for consumer retention is becoming popular day by day in fast moving consumer good companies mainly because the nature of the industry implies regular manufacture and sale of goods on a daily basis. Hence they need to focus on the buying behaviour of consumers more extensively (Bhate, 2012). Numerous retail companies and food chains have adopted loyalty programs.

Objectives of Loyalty programs

The prime purpose of loyalty programs is retaining the existing repeated purchase behaviour of consumers. Acquiring new customers involves more CPA, i.e., Cost per Acquisition as compared to maintain a current customer. A loyalty program may offer specific discount and rewards (Berezan et al., 2015).

Collecting the relevant market data is another purpose loyalty programs serve the company. Data obtained about the demographics of the consumers may provide a base knowledge for devising future marketing that is of ultra-targeted. However, the use of such data is a sensitive matter in regard to the privacy of consumers. Besides, loyalty programs may enlarge the purchase of the consumers by adding value to their wallet (Kang, Alejandro, and Groza, 2015). Motivating existing customer with to spend more is much more comfortable and cost-effective as compared to the one who is an infrequent purchaser of the products.

Benefits of loyalty programs

Loyalty programs are offering benefits to both the customers and the company. The most significant benefit loyalty programs have offered to the retail companies is the referrals. Research has indicated 73% members of the retail loyalty clubs reported they were going to recommend the company to their friends (Soderlund and Colliander, 2015).

Real-time factor

To involve consumers in right sense companies need to reach them on their conditions. A recent innovation of FIS, Premium Payback, an extension of a traditional loyalty program, that provides consumers with full rewards with some additional redemption vehicle much more in synchronisation with the needs and expectations of the customers for gaining real-time rewards (Melnyk and Bijmolt, 2015).

Objectives of such loyalty programs are to surprise the audiences with delight at the point of sales. These are used at fuel stations and eliminate the hurdles in customers’ journeys.

  • Consumers need to swipe their loyalty cards once rather than getting their cards scanned to determine the savings and then swipe cards for payment.
  • Consumers avail real-time benefits and rewards
  • Customers’ don’t have to put effort to maintain and track their points or keep another card of customer loyalty program.

Such features represent a fundamental shift in rewards models. The traditional model of loyalty programs suggested that you allowed time to consumers and waited for them to get involved with your offer whereas in the case of new model offers are more synchronised with the customer’s daily activities (Voorhees et al., 2015). You proactively approach customers’ daily routine activities and follow their individual customer journeys.

Through loyalty programs, retail businesses such as fast moving consumers’ goods sellers have an opportunity to prove them unique and obtain a competitive advantage.

Benefit of Loyalty Programs to Consumers

Customers are interested in loyalty programs primarily because of the discounts and freebies attached to those and frequent users of loyalty programs are excited to get maximum rewards and take those as a source of entertainment. Some of the customers find it exclusive to be a member of loyalty club of the retail company. Traditionally loyalty programs are aimed at engaging consumers through their company website (Kang, Alejandro and Groza, 2015). The problem of such legacy model of loyalty programs is that it asks for effort and time of consumers, for instance, if they choose merchandise option, they have to wait for the delivery of the rewards. 63 percent of target audience participate in loyalty programs whereas only 19 percent of them use them regularly.

The most significant problem of retail loyalty programs is unsuccessful to engage the customers throughout, especially for online rewards consumers sign up but only half of them participate along actively (Oliver, 2014).

Loyalty Programs and Customer Retention

A client dependability program is a persuading power configuration planned to build go over the business by offering taking an intrigue clients rewards for their purchases, or remarkable favourable circumstances that aren’t open to non-taking an intrigue clients. Client steadfastness thoughts are routinely settled as unwaveringness cards, which much of the time look like plastic charge cards, however, can moreover be made as keychain fobs, paper punch-cards or stickers (Stathopoulou and Balabanis, 2016).

A solidified yoghurt shop, for example, on your first visit, may offer you a punch-card. Each time you impact ice to cream gets, you will get a one of a kind punched opening on your card. Punch each one of the openings, and you’ve fit the bill for a specific reward, which could be free solidified yoghurt, a blessing voucher, or whatever else the pastry shop has selected as a prize. This loyalty punch-card fills in as the well-known carrot; clients are asked to keep returning for solidified yoghurt in foreknowledge of punching through each one of the openings on their card, in conclusion, getting their prize. Dependability programs join mankind’s forceful nature with the buyer’s warmth for tolerating free-stuff. The buyer is made happy by their reward, while the encouraging business gathers together more advantages and grabs that client’s loyalty. These inspiration programs help fabricate client faithfulness through advancing (Hofacker, Malthouse and Sultan, 2016).

Client maintenance is uncommonly fundamental in any organization that might want to prosper in an extremely forceful and flooded business feature. The interest of buyers is said to be more troublesome than maintenance, and this is the place the issue of purchaser connection administration comes in. Research shows that holding one present client is six to seven a greater number of times profitable than attracting another (Wu, Mattila and Hanks, 2015). Since maintenance and satisfaction of clients aren’t as troublesome as pulling in them, what should an organisation do remembering the true objective to ensure that support does not transform into a beast undertaking over the traverse of the organisation? To get a more significant handle of client maintenance in connection to organisation accomplishment, this paper dismembers the essentialness and criticalness of client maintenance in connection to imperative administration, client satisfaction, client direct, dynamic clients, and maintenance exhibiting and client connection administration.

Client maintenance has been portrayed as the method of intentionally and persistently attempting undertakings towards lessening client surrender and extending their devotion towards a given organisation undertaking. Client maintenance begins at the time the organisation sets up the essential contact with a capacity of client and continues all through the entire future of the undertaking. Client maintenance is updated by client satisfaction, which works out as intended as a result of giving the client more than they ask for or foresee. It’s more about the estimation of the client, more than it is tied in with making benefits (Kandampully, Zhang and Bilgihan, 2015). Client maintenance is the point of convergence of imperative organising and monitoring. In the book Customer relationship Manage: an overall perspective, client maintenance is a game plan of activities went for impacting a client to get high position arranging through the trading strategy, accordingly affecting them to arrange for dynamic acquiring.

In any case, it should be comprehended that there are two sorts of client maintenance, one of them is think and uncommonly effective, and another that is moderately excited and can impact the clients to leave at whatever point they are given a predominant alternative (Lee, Tsang and Pan, 2015). The central kind of client maintenance is dedication, which is just purposeful and client-driven, inferring that clients remain with a given association despite when they have the opportunity to shop or move elsewhere. The other shape is constrained, inferring that clients simply require genuine or legitimate believability on which they can circle from a given association or authority centre to another. Regardless, with allowing and extraordinary terms, they would circle without the smallest faltering (Mochon et al., 2016). In this condition, faithfulness is provider begun suggesting that the business or monetary terms that make leaving unbelievable or exorbitant.

Client reliability can be delineated as both an attitudinal and also a behavioural slant to help one brand over others. It is routinely a direct result of various components, for instance, the satisfaction with the item, the solace of the item or even the acknowledgement with the brand. Client faithfulness as often as possible desires the clients on shopping more solidly, spend a mind-blowing offer of money and in this way like the shopping foundation. If an association needs to create client devotion, it must start by settling on a decision (Wu, Mattila and Hanks, 2015). This decision should be to put the client at the point of convergence of everything that one does and at the point of convergence of the association, the step by step plans, and the way they layout the web outlines. Regardless, it is of criticalness to appreciate that the client at within is a more confounded endeavour than it sounds.

Online Loyalty programs

The online stores are another point of sale that can involve consumers with loyalty programs. In today’s era, every consumer is a modern consumer expecting immediate response and gratifications from the companies they give profit too in the shape of purchases they make. A survey by A.T. Kearney in 2016 found that less than eight percent of the people were willing to wait for a week or so for the delivery (Yoo and Park, 2016).

Theoretical Framework

Repeated purchase behaviour has been conceptualised in the term of loyalty towards the products of a same manufacturer or service provider. Loyalty has been considered on the basis of two purchasing patterns, one is the frequency of purchase of the same brand, and the other one is the volume of purchase of the same brand (brown, 1952). Wu, Mattila and Hanks (2015) investigated the relationship between the variables of brand trust and brand loyalty and indicated a significant relationship between the both. Trust is directly related to loyalty (Do, Matos and Caiado, 2016). So et al. (2016) also found a strong relationship between loyal purchase attitude of consumer and their trust in the respective brand.

Marketing specialists concluded that brand loyalty on the part of the customers is a useful phenomenon to be used for regular sales, sales prediction and long-term financial goals of the business. Such approach is widely adopted by the commodities retailers, and positive results of loyalty marketing brought a range of industries to launch loyalty marketing programs (Ailawadi et al., 2014). Besides bringing new customers and non-frequent purchasers’ purchase behaviour aligned with the goals of the business is much more costly as compared to the Attracting new customer is more costly as compared to retaining of existing frequent purchasers (Wu, Mattila and Hanks, 2015).

The recently developed term for customer relationship management, participative marketing, customer retention marketing, relationship build marketing, customer bonding and loyalty marketing or one to one marketing all of these have two common features. Firstly, they incorporate techniques and efforts to develop an element of loyalty in consumers for a brand of products or services provided by a business and secondly are impacting the developments of industries and strategic management in a substantially growing manner (Watson et al., 2015). The marketing strategies across all the businesses in the market have the common objective of getting as close to the purchase behaviour of the customer as possible. Loyalty programs are one of the most effective strategies to get the services and products so aligned with the personal needs and wants of the individual that they become permanent consumers of the brand seamlessly. Such loyalty programs are mainly devised to retain the current customers who already have a favourable purchase behaviour for the products of the company (Hanks and Mattila, 2014).



 Rationale of the Study

Though there is a great deal of impact of loyalty programs on the repeated buying behaviour of consumers, not a great deal of research-based knowledge exists on this marketing strategy’ relation to the eco-psychological behaviour of the individuals. This study is aimed at enhancing the academic knowledge and contribute to the research on marketing strategic technique and their effects.

The study aims at investigation on the status of loyalty programs in customer retention practices by companies. It was studied that to what extent the planned actions and expectations of the company devised for the loyalty programs match the customer’s needs, wants and expectations. Such analysis was done by comparing the answers obtained from the management to the answers received from the customers in the survey (Watson et al., 2015).

Businesses are particular about their direction of loyalty programs and their standing in the market. However, customers have different expectations and vision of a customer loyalty program (Thompson, Newman and Liu, 2014). To analyse the success of loyalty programs it is important to explore if the planned action of the company through loyalty programs is in congruency with customers satisfaction needs and wants.

The investigation also looks at how the loyalty programs can be used to make the customers’ behaviour loyal and permanent towards not only the products and services of the company but towards an overall customer-oriented image of the company (Kandampully, Zhang and Bilgihan, 2015). It also aims at developing an understanding of needs and wants of the customers by indicating the differences and similarities between the ideas and expectations of the consumers and those of the company ‘management with the loyalty programs.

Another objective to conduct this survey is to highlight the areas in which the loyalty programs need to be improved. It was done by analysing the answers of customers regarding their satisfaction with the company’s services and answers to interview question asked for management.

 Competitive Edge

            FMCG and Restaurants pervasively offer loyalty programs and have been recently focussing on academic research across countries. Singh and Imran in their research in (2012) indicated that how the profit modifications for a short period can result in long-term brand loyalty from customers and therefore, into long-run profit to the company. The focus of the study was the importance of customer retention and loyalty to the companies. Businesses can benefit by understanding the consumers buying patterns based on their socio-economical needs and wants. And building relationship s with customers along with the provision of better-developed service will contribute majorly to the consumers’ loyalty towards the company’s brands. Researchers gave an understanding of the strategies used to attract the customers’ towards the business and its products (Wu, Mattila and Hanks, 2015).

Wu, Mattila and Hanks (2015) found in their empirical research that if the ambiguity in the loyalty program is higher only the rewards associated with the loyalty program can persuade the repeated buying behaviour of the customers and where there is low ambiguity customers tend to integrate step size with the reward distance. The authors referred ambiguity to as savings, weight loss and step size as to units such as kilograms and pounds (Lin and Bennett, 2014).

Retail companies increasingly are using loyalty programs as they think it as an important marketing strategy to bring traffic to stores and enhance spending capacity of purchasers so that basket size can be increased and to build long term relationship with the customers. The efficacy of loyalty programs in attracting the customers’ interest, and loyalty is a growing concern in the circle of marketing professionals. There is a role of service quality, and others factors are important in loyalty programs by retailers. (Haj-Salem and Chebat, 2014).

Loyalty is conceptualised based on the combination of attitude and behaviour in a preservative or shared expression. Defining the concept of loyalty is essential while predicting a phenomenon such as retention and search. The repeat purchase behaviour is a better predictor of search behaviour and retention phenomenon. The interaction does not play a much important role in outcomes of loyalty programs. No single form of loyalty programs can predict the results (Watson et al., 2015).

Trust has received a lot of attention in previous studies. Watson et al., (2015) stated that “the variable most universally accepted as a basis of any human interaction or exchange is trust”.

The importance of trust is highlighted in both industrial and consumer markets. In the latter market, Haj-Salem and Chebat (2014) examined the link between brand trust and brand loyalty and found a significant positive association. Watson et al., (2015) found that trust is directly related to loyalty. These findings are further supported by them who examined the supportive evidence for the association between brand trust and purchase and attitudinal loyalty.

Haj-Salem and Chebat (2014) stated that customer satisfaction is positively related to customer loyalty, which in turn is positively related to profitability. This research discussed the first part of the relation; customer satisfaction leads to customer loyalty. Several studies have shown that customer satisfaction is positively affected by customer loyalty. A number of researchers investigated the impact of trust, satisfaction and perceived value on customer loyalty.

Prior research has indicated the perceived value as a significant determinant of customer loyalty. Haj-Salem and Chebat (2014) found a significant effect of perceived value on customer loyalty in the telephone service. They found the same positive impact in the retailing service and online travel.

Lewis in 2004 introduced a consumers’ response model assuming that the purchase pattern of consumers represents their choices. His hypothetical model was based on a discrete -choice dynamic encoding design. The research was based on a few specific online stores’ loyalty programs, and the stores were specialised in selling grocery and drugs. The results of the study suggest that loyalty programs were successful as they substantially increased the yearly purchases of a more significant proportion of consumers. Customer relationship management also gains benefits from loyalty programs especially for airlines and other travel service businesses along with hospitality service firms such as hotels and restaurants (Mochon et al., 2016).

Consumers’ satisfaction with the products is the basic element of success for the companies in business for long term competition. Customer retention depends upon customer satisfaction as the satisfaction with products is central for repeat purchase behaviour development. Henning and Klee’s study on customer retention was a conceptualisation of investigating the process of customer retention, using the concepts of consumers’ satisfaction and relationship quality (do, Matos and Caiado, 2016). The research critically examined the relationship between customers’ satisfaction and customers’ retention and building of comprehensive view of customers’ perception of quality (Hofacker, Malthouse and Sultan, 2016)

Wu, Mattila and Hanks (2015) worked on the role of information technology in devising the marketing techniques reaching the consumers at individual level widening the use of loyalty programs across the industries including financial institutions and gaming business. The author investigates the situations in which loyalty programs have positive effects on the evaluation of consumers buying behaviour and choices. Thompson, Newman and Liu (2014) conducted a cross-sectional study using the time series data of a globally operating financial services organisation offering loyalty programs (Ailawadi et al., 2014). The results suggested that loyalty club members discounted on the negative evaluation of the company that indicates they were satisfied by the services they were provided by the company against their price. A model of influence that loyalty programs have on repurchase decision-making process of the customers and the volume of usage of the services and products. A number of direct and indirect influences on dependent variables of repurchase and volume of use were studied in the research. The authors suggest that using this model will help understand the effects of loyalty programs on customer retention (Meyer, 2015).

Dowling & Uncles in their research on customer retention and loyalty programs in 1997 described three basic lessons which their study offered. Firstly the central reason for launching loyalty programs is to fight the competition in the market. Secondly, the purpose of loyalty programs if not is adding value to the products and services then grabbing more distributors towards the product might be the reason of launching such programs (So et al., 2016). Thirdly the loyalty programs might be coming based on the data from market research.

Lee, Tsang and Pan (2015) explained some main factors that are considered by the customers when they evaluate the loyalty programs are the value of the rewards offered and the probability of being the recipient of those rewards that whether the rewards will get to them or not. The chances of getting the rewards is associated with the buying thresholds and the time restriction

Loyalty programs effects are a long run and positive on customers’ evaluation and their purchase Behaviour. Consumers can be brought to experience the full range of services if the rewards of loyalty programs are increasing the relationship duration with customers and volume of usage.

Loyalty programs tend to enhance the customer’s satisfaction with the products which results in long term financial benefits to the company. Most of the times the financial benefits gained through loyalty programs are greater than the money invested in them.

Jacoby and Chestnut described different phases of loyalty in their study on customers’ loyalty in 2015, and similar contribution was made by Soderlund and Colliander, in 2015. Meyer in 2015 elaborated on the construct of loyalty by designing a detailed framework representing the different forms of loyalty.

Initial understanding of forms of loyalty refers to the beliefs and thoughts of a person that makes him or her give priority to something over others of the similar nature. Lee, Tsang and Pan (2015) then there is effective loyalty that implies some favourable attitude or purchase behaviour based on the satisfied usage. The third form of loyalty is conative loyalty that implies the build of intentions based upon the high levels of commitments on the part of users. Fourthly, there is action loyalty that involves transforming the conative loyalty into actual purchase action.

Ailawadi et al., (2014) developed a model of framework explaining the relationship between an individual’s attitude towards company and the repeat purchase behaviour. Attitude is referred to as a function of appraisal serving to an object.

Customers who are satisfied are likely to form positive attitudes that will turn into customer loyalty coming from more frequent purchases in large volumes of goods and services of the respective business. A positive and favouring attitude of individuals towards company help improve the image of the company in the market and its position along with building up a long-term relationship with the customers. A combination of consumers store attitude and repeat purchase pattern, according to the Dick and Base lead to the development of four combinations of conditions (Kang, Alejandro and Groza, 2015).

A lower relative attitude combined with a lower repeat purchase behaviour represents that there is no loyalty at all, this phenomenon of no loyalty at all may be resultant of a quite a new store in the market. If the store is a new entry into the market, consumers may be doubtful about its doubts (Lee, Tsang and Pan, 2015).

Research has exhibited that holding clients is more moderate than the securing of new ones and the client experience administrators can be delineated as the most fiscally clever way by which individuals can drive client satisfaction, client devotion and maintenance. It is fundamental to observe that unflinching client every now and again reduce the value that is connected with buyer preparing and publicising and especially when they transform into the Net promoters for your affiliation (Yadao, Ray and Srivastava, 2014).

Given the exceedingly irritated centred scene that exhibits, the client experience projects can be delineated as the ideal routes concerning the detachment of a relationship from the restriction. It is of the encapsulation to understand that such detachment feasibly drives customer dependability when the shoppers are possessed with an energetic, insightful, and also an extraordinary level. The client can satisfactorily treasure the thing and advantage, in the midst of and after its use (Wu et al., 2014).

A more down to earth objective for associations is consistent to make the clients dependable is irrational. A more functional target for associations is, henceforth, to make clients as relentless as could be normal in light of the current situation. Along these lines, there is a need to help the client offer of the exchange pay, repeat of obtainment and what’s more broad productivity (Kauri, Dura and Sharma, 2015). The objective of associations and unwaveringness programs is to guarantee that the affiliation’s offer of client faithfulness in the most raised sums possible.

Individuals have as often as possible portrayed dedication in behavioural situations, for example, if a man makes most purchases in a given thing class from one supplier and paying little regard to the reason then the individual can be defined as loyal (Karam and Saydam, 2015). A bigger piece of present steadfastness programs has attitudinal devotion. In reality, as behavioural dedication, the attitudinal definitions have every now and again introduced for a long time. The second part of dependability routinely focuses on how able the psychological engagement or association is a substitute brand. For example, some people rave around a thing and make it to their associates, and after that for no good reason they much of the time disregard to get it routinely themselves (Lee et al., 2015).

Two client loyalty programs that companies every now and again face fuse repetition programs and moreover club investment programs. The repeat programs are routinely expected to give different prizes to clients to buy sometimes and in a couple of liberal aggregates. They regularly help in building what can be depicted as whole deal reliability with a couple of top-notch clients (Kim, Wang and Malthouse, 2015). At first, the repeat programs were initiated using transporters, charge card associations, and lodgings.

The recurrence programs are often used as a piece of various diverse organisations. It is fundamental to observe that the essential firm to introduce the Frequency programs in an industry habitually gets the most preferred standpoint. In any case, after contenders respond, Frequency Programs can frequently transform into a budgetary weight to all the offering associations (Bricci, Fragata and Antunes, 2016).

The open clubs are much of the time referred to be incredible to the extent fabricating a database or getting clients from contenders. In any case, the compelled enlistment clubs are much of the time known to be extraordinary whole deal unwaveringness producers (Saleem, Rahman and Umar, 2015). It is by virtue of the costs, and support conditions keep those that with only a transitory excitement for the association’s things that start from incorporating while meanwhile holding the buyers that are accountable for the most significant section of the organization.

Clients can routinely be isolated into a couple of loyalty program customers, never exceptional, generous and light. The never clients are those that are not affected by loyalty programs and their rousing reward powers in any way (Karam and Saydam, 2015). The light dedication program customers are routinely portrayed as having reward program cooperation, and this is every now and again being influenced by the particular inspirations moderate. Overpowering dedication program customers are the buyers that are dynamic and are consistently exceedingly affected people from remunerating programs (Bricci, Fragata and Antunes, 2016).

In spite of the fact that enrollment in faithfulness programs keeps on climbing, and program individuals say will probably shop at stores that offer prizes to visit clients, desires for these projects are higher than at any other time. As per a study by the reliability showcasing research firm Colloquy, 75% of purchasers say pertinence matters with regards to the prizes that organisations give. Twenty to thirty-year-olds, precisely, have a tendency to react best to “stats-arranged” prizes, for example, accessing selective items or administrations (Bricci, Fragata and Antunes, 2016).

One of the most effortless courses for organisations to convey significant prizes is by following acquiring conduct. However, dedication programs that reward individuals in view of purchasing designs are still in the minority and will probably be utilised by mainstream store stores than neighborhood vendors. It doesn’t need to be that way. Hyper local sellers are progressively promoting their innovative faithfulness programs at little and medium size organisations, with more straightforward courses for entrepreneurs to convey reliability rewards in light of information caught through the purpose of the offer (MAMO, H., 2015) .



Following research methodology has been applied to conduct the study in order to find the answers to the research questions best.

Statement of Problem

Loyalty Programs by companies have an impact on the volume of usage, level of spending and long-term purchase behaviour on the part of consumers.

Hypotheses of the Study:

Following three hypotheses were developed considering the nature of research questions:

H1: Consumers joining to loyalty programs has a positive relationship with volume of usage.

H2: More the loyalty programs, more the consumers’ long-term purchase behaviour towards the brand.

H3: Effectiveness of loyalty programs varies according to the level of spending.

Research Questions

The study aimed at answering the following research questions;

  1. How does consumers’ volume of usage of products and services of the respective brand increases after they join the loyalty program offered by the company?
  2. Do the loyalty programs make consumers more long-term purchasers of the brand?
  3. How do the different levels of consumers’ spending capacity respond differently to the loyalty program offers?

Data Collection Method:

Conducting the research through questionnaire and then analysing them through manual input in the SPSS analysis software was a time consuming time and the research as supposed to be completed before time. Lack of necessary helping hand which would help in handling all these issues, it is preferred to use the secondary data for the analysis and for this purpose, the best researches are being selected who had collected the data through direct customer interaction and the database inquires. The researchers are chosen with a precise interpretation and relevance to the required question’s answers.


Gathering analytical results and interpretational discussions about the overall individual’s behaviour is being used.

Data Source

The source of data was a primary source as first-hand information was collected through the secondary data analysis directly obtained from the internet source from a number of different researches. Overall interpretation and analysis of the data is used to understand the behaviour of the customers upon loyalty programs and other sales programs.

Research Instrument

The self-administered secondary data has been used to collect information to derive answers to the research questions. More than five different researches were used to understand the customer’s behaviour in the loyalty programs for the increase of the sales of good.

Since all the researches were complete and recently published as well as they were based over the customer’s behaviour of the great Britain community so, it is according to the recent trends and marketing schemes as pr observed from the super markets and the other community stores. The main source was the internet from where the officially published and recent reports were obtained.

Research Approach

The quantitative research approach was applied for the study in ordered to draw inferences upon the research questions and hypothesis. The nature of the study involved the measurement of the relationship between the dependent and independent variables that could better be measured by applying a quantitative research approach so that the statistical tools may be applied to draw inferences upon the hypotheses developed to answer the research questions eventually catering the statement of the problem.

Statistical Tools and Computer Applications

Since a good number of researches were considered for making good analysis so it was required to compile some of the basic results for which the SPSS software was used. It helped to easily calculate the data that was collection from the different researches and reports. Microsoft office word application was also used to develop one single report of the study to provide a comprehensive description and interpretation of the data in the form of text and graphs.

CHAPTER 4: Results and Findings

I have taken the secondary data consideration for information gathering through the self-directed analysis, consideration and goal. The survey overview is to perceive the components which impact the client devotion in the retail industry regarding loyalty marketing programs. To gather the data from different researches about the client was the initial segment of the research while next step was the assembling and analysing of the data about the researches which were concluding about the repeat buying behaviour through the programs of loyalty marketing. The information obtained in secondary data study was broke down using the software application SPSS that provides the thorough analysis. Collected data was dissected with the use of quantitative strategies such as relapse, investigation of relationship as well as analytical testing (Kim, Wang and Malthouse, 2015).

Data analysed from the secondary data consideration was tested to find out the dependability as indicated by the esteems of Cronbach’s alpha that signifies the data against 0.7 level of significance Cronbach’s alpha‘s suitable estimation that mirrors an unwavering inner quality that quantitative data of information possess. Alpha takes both the negative as well as positive esteems, however, esteems that are just positive (not exact, not equivalent to 1) did have the critical value. Such a strategy is broadly utilised strategy measurement. The correlation between the variables was to be broken down in order to utilise the study of relationship for investigating the direct correlation. Pearson item minute connection coefficient ‘r’ given by Karl Pearson assesses the connection between two factors. On the off chance that the Value of coefficient can be – 1 or +1 if the factors reflect substantial relationship, if the estimation of the coefficient is in the middle of – 1 and +1 relationship is less solid emphatically and adversely yet in the event that the esteem is near zero then the relationship is exceptionally feeble. Co-connection between faithfulness projects and client dependability would be broken down (Eason, Bing and Smothers, 2015).

Relapse examination is the measurable apparatuses to inspect the connection between the award and at least 1 autonomous factors and Probability appropriation can likewise be utilised for this investigation. Relapse examination mainly tells how the estimation of reliant variable shifts when the estimation of one free factor changes whereas other autonomous factors are steady (Brashear, Kang and Groza, 2016). Relapse investigation is valuable to discover the impact of each independent variable on the relationship. Relapse examination will tell the how client faithfulness gets impact by the distinctive performing artist of devotion programs keep running by the retailers. It will likewise tell which variables of faithfulness programs impact the client’s rehash buy example to the more significant degree. History of relapse began with a strategy for minimum squares broke down by Legendre in 1805, yet now there are three sorts of relapse investigation – General, numerous relapse, Linear relapse and various stepwise relapse (Yadao, Ray and Srivastava, 2014).The most broadly utilised examination is General different relapse investigation which utilises all the autonomous variable to shape one direct equation. The minimum number of test estimate is required for the relapse examination, and that size can be at least 50. I have taken a decent number of test sizes with the goal that the examination of the information could give bona fide and exact outcomes (Wu et al., 2014).

Essentialness level or impartial test would be utilised for theory testing. There are such a significant number of components which impact the client rehash buy design through unwaveringness programs and turn into the base for client dedication (Bilgihan, Madanoglu and Ricci, 2016). Co-connection and relapse investigation will be done to examine the positive connection between the factors as per the exploration question.

Impact on Long-term Purchase Behaviour

A more critical take a gander at the rundown of objectives talked about above uncovers the way that the devotion program idea predominantly means to accomplish a solid long-haul impact. A client faithfulness program does not make a similar here and now comes about as completes a tempting exceptional offer by means of standard mail or substantial neighbourhood promoting. Certain outcomes can be seen somewhat rapidly. Individually, the optional objectives can be accomplished for the time being. Nonetheless, the essential objectives are of long-haul nature, and just if clients are focused on the faithfulness program, and in this manner to the organisation, is the genuine benefit capability of a client reliability program acknowledged after some time. It can take a while for years to set up a database that is finished and point by point enough to be utilised for huge scale promoting exercises (Shi, Prentice and He, 2014).

A client dedication program does not lead quick business change and achievement, but rather slowly works towards every one of these objectives throughout the months and years of the association with its individuals. No dedication program will twofold benefit within weeks. However, the relationship that a steadfastness program constructs is exceptionally solid and gainful (Limet al., 2015). From a long haul viewpoint, there are other three focuses to be considered are:

  • With a specific end goal to design and deal with a client reliability program appropriately, an association must understand that devotion program participation is never an objective in itself, however, is dependably a method for accomplishing their showcasing objectives.
  • No devotion program can be effective if the item behind it isn’t great. A steadfastness program isn’t a cure for value, conveyance or quality issues. A client unwaveringness program can increase the value of an item, however, can’t be the esteem. In like manner, the reliability program can’t conquer critical inconsistencies on other unequivocal variables.
  • As individuals are utilised to give data, a specialist co-op is holding the obligation to provide something profitable and noteworthy comes back to them.

Target Audience of Loyalty Programs

The objective gatherings for a client devotion program comprise of those clients with whom the supporting organisation necessarily needs to create [long term connections. The essential target amass for an organisation’s client dedication program ought to be their most critical clients, the individuals who constitute the real bit of the organisation’s business, as securing these connections is most indispensable for their future achievement (Bilgihan, Madanoglu and Ricci, 2016).

Smaller clients and potential clients ought not to be avoided from the dependability program, but rather the essential concentrate ought to be on building up a program that fits the requirements of the best clients. Different clients will even now advantage from such a program, yet organisation will need to target them with ideas that mull over their specific needs.

The choice about whether to characterise the objective gatherings barely or comprehensively depends generally on the objectives of devotion program. On the off chance that an organisation is expecting to set up an entire database of their client base, at that point a general meaning of target bunches are essential; if the objective is to secure business from current vital records, at that point centre is more fitting. Another factor to be considered is the means by which potential clients or contenders’ clients are to be drawn nearer (Ashley and Tuten, 2015). Once in a while, an unwaveringness program can make a flood of new clients for supporting organisation. However, that will rely on the esteem and engaging quality of the arrangement for assistance. Encourage division (for instance, focusing on real clients in particular enterprises) just bodes well if the objective gatherings are not adequately homogenous to be drawn nearer through one program (Inoue and Kent, 2014). Client reliability programs are incredibly adaptable and can cover a few target gatherings, so it is conceivable to stay in contact with clients regardless of whether their propensities change and they move starting with one target gathering or fragment then onto the next.

Market Share by increasing Basket -Size

Almost all the respondents reported that loyalty programs enhanced their purchase capacity and most of the time they used that capacity to purchase more of the brand items in order to get more points for further reward items.

Some of the respondents were insecure that whether they were subject to loyalty programs as they were not the frequent purchasers or simply could not maintain and track their point scores to avail the rewards offered by the loyalty schemes and programs.

Before inspecting regardless of whether the loyalty program has achieved “overabundance faithfulness” (i.e. disturbed ordinary rehash buy designs) we take a gander at the piece of the pie developments that happened. Bilgihan, Madanoglu and Ricci (2016) did not give an account of piece of the overall industry shifts, but instead they contended against utilizing piece of the overall industry as a measure of loyalty program achievement/disappointment, taking note of that (an) “abundance devotion” is conceivable with no, or a little, market share pick up, and (b) loyalty programs are characteristically protective speaking to existing and more massive purchasing clients so they ought not to be required to have any stamped level of effect on penetration (Shi, Prentice and He, 2014).

The real impact of the loyalty+ program on a piece of the pie in the market is hard to survey within a brief period. In any case, if analysed deliberately, these board figures do toss significant light on the theme. The shares of the overall industry when the loyalty program dispatch has appeared in table one beneath (Shi, Prentice and He, 2014). The pre-dispatch pieces of the pie are figured utilising a coordinated example, that is, similar respondents who took an interest in the full ten weeks of the post-dispatch board.

It adequately evacuates inspecting blunder in making examinations between the two arrangements of market shares. The prelaunch figures are gotten from probabilistic appraisals of purchasing conduct a strategy appeared to create exceptionally accurate total level deals insights (Yusof et al., 2015).



Scholarly research on client reliability has gotten noteworthy consideration. The lion’s share of this exploration conceptualised unwaveringness as a blend of rehash buys (number of visits) and the relative state of mind to the element (Wu et al., 2014). This exploration affirmed this somewhat, by tolerating the speculations that the relative mentality of the store positively affects consumer loyalty and client reliability. The greatness of the state of mind impact is close to the same if the numbers for fulfilment and dependability were thought about (Yusof et al., 2015).

The impact of the quantity of visits on consumer loyalty is just critical in the event of Hoogvliet, while the rehash support significantly affects psychological steadfastness (4 out of 4), full of feeling reliability (2 out of 4) and activity dedication (3 out of 4). Along these lines, it is inferred that state of mind to the store is a superior devotion pointer than the quantity of visits

The impact of trust saw esteem and fulfilment were examined in before looking into (Saleem, Rahman and Umar, 2015). The ebb and flow look into likewise affirmed that trust, saw esteem and fulfilment positively affect all the four kinds of faithfulness (subjective dependability, emotional reliability, conative dedication and activity unwaveringness). The impact of those three drivers was the biggest for the stores of Hoogvliet (Hanks and Mattila, 2014).

The beneficial outcome of consumer loyalty on client devotion is affirmed by this investigation. Every one of the four sorts of reliability is influenced by consumer loyalty at the market. Once more, the size of the impact was the biggest for Hoogvliet.

While Inoue and Kent (2014) affirmed the speculation that some statistic and behavioural factors have a noteworthy and directing impact on the fulfilment dedication relationship, this exploration didn’t discover this outcome. The directing effect of sexual orientation, age, the level of assortment chasing and the shopping association isn’t ascertained critical (Saleem, Rahman and Umar, 2015).

In this way, the last four speculations which expressed that the statistic and behavioural markers affect the connection between consumer loyalty and client faithfulness were rejected.

It is likewise discovered that 23 individuals in the approval test can evaluate their conduct, concerning a number of visits to the store and the offer of wallet, very exact. The impact of those two drivers (number of visits to the store and the offer of wallet) was discovered positive and huge on the mentality to the store, reasoning that the quantity of visits and the comparing offer of wallet positively affected the relative disposition to the market.

Restorative Actions to Meet Specific Loyalty Program Objectives

Expanding the quantity of loyalty program to individuals • Partner with different brands and retailers to make it less demanding for individuals to collect focuses.

• Provide free focuses or extra rebates for starting enrollment

• Recognise that open projects have more individuals than shut projects

• Increase the appeal of prizes.

• Make rewards simpler to get.

• Assure individuals that particular information on their obtaining conduct will be kept in the strictest of certainty and not be sold or shared (Saleem, Rahman and Umar, 2015)

Diminishing part steady loss • Track part utilisation and beneficial contact clients who have not as of late made a buy.

• Partner with different brands and retailers to make it simpler for individuals to aggregate focuses.

• Enable individuals to all the more effortlessly track focuses on the Web.

• Combine free merchandise and ventures and rewards with different administrations, (for example, extraordinary client bolster to get to, solicitations to trunk appear, individual customers, and so forth.) (Inoue and Kent, 2014).

Expanding buys by individuals • Implement a level framework to give extra focuses for purchases over a given level.

• Develop a differential guide structure to remunerate overwhelming clients.

• Provide additional focuses for related-thing buys.

• Develop a differential point structure for closeouts, overloads, and end-of-season stock.

• Cross-offer products and enterprises with accomplices (Wu et al., 2014).

• Tailor prizes and correspondence to a part’s buy history.

• E-mail extraordinary offers to individuals.

Expanding part Gross Benefit • Limit enlistment to individuals with a substantial and productive exchange history.

• Provide layered participations, so substantial clients get more noteworthy advantages.

• Charge an ostensible expense to dishearten idle or little movement accounts.

• Enable individuals to effectively track action, focuses, what’s more, grant shipment through the web.

• Restrict participation to an association’s productive clients (Shi, Prentice and He, 2014).

Drop out unrewarding individuals or individuals with low buy movement over a given time period.

Develop a differential point structure for closeouts, overloads, and end-of-season stock. This methodology can be utilised to lessen the markdown levels expected to clear this stock


Expanding the arrival of faithfulness program Venture • Consider outsourcing faithfulness part works, for example, satisfaction or honour determination where different firms can satisfy these capacities more effectively.

• Evaluate the dedication program on a ceaseless premise (Yusof et al., 2015)

• Sell total information to providers.

• Sell focuses on accomplices.

• Sell focuses on clients.

• Evaluate the elective rate of return on different projects that construct and look after client unwaveringness.

Expanding the nature of statistical surveying information • Outsource database development, support, furthermore, information mining to firms that spend significant time in these administrations.

• Use statistical surveying and data frameworks faculty in dependability program plan and usage.

Source; Barry Berman (2006), Developing a powerful client dependability program


In this examination, the fundamental drivers of client certainty and the connection between consumer loyalty and client devotion were broke down. The study was conducted in a local shopping mall, approaching the respondents directly.

By analysing a few factors as conceivable determinants of consumer loyalty and client unwaveringness, the reason for this exploration is to give an unmistakable perspective of market reliability in a locale of the Netherlands. The results of this examination could give retail supervisors, particularly of supermarkets, a view how fulfilment and reliability can be constructed.

Limitations and Further Research

A specific limitation of the present study offer lines for further investigations. The royalty programs were no studied according to any specific brands. The generic sample was studied regardless of their demographical backgrounds and brand consciousness. Specific brand loyalty programs can be studied in order to get specific marketing goals studies and struggle of a brand to gain market share in the market. The information was drawn through adopting convenient sampling technique, the target audience of brand loyalty programs may vary brand to brand and their strategic goals. To get the full picture of consumer loyalty and reliability, information from the population according to a number of factors constituting a relationship of broke down in additionally investigate.

The geographical pattern of the respondents can be another variable to study the relationship between consumers and loyalty and marketing loyalty programs of brands. Eco-social status of the respondents can also be studied as a variable to measure such relationship. Taking into consideration this variable, the investigation irregularity better can be avoided.

Loyalty attitude may be assessed in a relationship with the classification of the items and rewards offered. For example, the authenticity of innovative items may be affected by an indistinguishable driver from dissected in this examination. The scope of research can be expanded for such exploration of the relationship between loyalty marketing and customer’s long-term purchase attitude.

Likewise, the effect of arbitrators, which was not found in the flow investigate, could have any impact on different kinds of items.


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