THE EFFECTS OF LOYALTY CARD ACQUISITION AS A TOOL ON THE MARKETING STRATEGY OF BUSINESS ENTERPRISES IN LAGUNA: IMPROVED CUSTOMER RELATION MANAGEMENT

Abstract

This study is to determine the effect of loyalty card acquisition as a tool on the marketing strategy of business enterprises in Laguna on improved customer relationship management. The appropriate customer relation management of using loyalty cards by the loyalty customer can guarantee to have an effect on marketing strategy to increase the profit of business enterprises for future use. Descriptive research is to determine the customer relationship management between the holders of medical and retail loyalty cards, as well as the impact of card acquisition as a tool on the marketing strategy of commercial companies in Laguna, are the main goals of this research. The research instruments to gather facts and information include customer interviews, group discussions with the selected customer using the loyalty card, review of documents, and observation. As a result, a lot of people acquired this card because it can be used in many establishments to get discounts and points earned. Customer loves discounts because it can decrease the original price of the product. Giving them discounts is one of many ways to earn your customer loyalty. Thus, the customers are satisfied by having a loyalty card because it can give discounts every time they buy. In order for clients to use loyalty cards properly and efficiently, the study advises business owners to market them to them. The researcher advises students majoring in marketing to utilize this strategy as their preference if they are starting their own company.