Multi Partner Loyalty Programs: Perception and Preferences

Abstract

Background/Objectives: This research is conducted to know whether customer likes to enroll and use loyalty program to determine their preferences over Multi Partner Loyalty Program and to find ranking of various store patronage factors. Methods/Statistical Analysis: The research was conducted by collecting 201 customer’s data, who are member of at least one Multi Partner Loyalty Program. Respondents were selected by disproportionate stratified random sampling from various supermarkets. Data analysis was done with the help of Binomial test and Friedman Test in IBM SPSS 20. Findings: The result has shown that a customer likes to enroll and use loyalty programs. Customers prefer Multi Partner Loyalty Program over single vendor. While determining the preference ranking among various store patronage factors i.e. Price, Quality and Loyalty cards as a, it has been found that most important factor influencing store patronage is Quality of goods followed by Price and Loyalty card. Researcher has used MPLP as a store patronage factors for the first time. Applications/Improvements: By knowing the customer’s likeness and preferences with respect to loyalty programs it can be reengineered to increase its preferences among retail customers. This will ultimately increase a profit for all the partners in long run.