The impact of sithaana store's discount card on customer loyalty / Zuhuda Ahmed

ABSTRACT

Various loyalty programs have been deployed by businesses in expectation of enhancing customer loyalty. Previous studies have shown that there is a positive link between the use of loyalty cards and customer' store loyalty. The purpose of this study is to find out the impact of Sithaana store's discount or loyalty card on customers' loyalty. In addition to that, the study is directed in finding out the type of reward expected by most of the people under the loyalty card program. A survey was conducted among 63 participants who were members of Sithaana Store's loyalty card program by using a questionnaire to find out their behavioral and attitudinal loyalty towards the before and after participating in the loyalty card program. The results showed that the customers' store loyalty increased by participating in the loyalty card program. Moreover, the results also revealed that discounts from purchased goods is the type of reward expected by most of the customers under the loyalty card program.