Customer Loyalty Programs Research Articles

The effect of tokenized rewards on customer loyalty programs

This work investigates customer responses to the tokenization of hotel loyalty programs. Drawing on self-enhancement theory, Study 1 investigates the effect of reward type (i.e. control vs tokenized reward) on customers' perceptions of the reward (i.e. economic value, program attractiveness) and their behavioral intentions towards the hotel (i.e. switching intentions, recommendation intentions). Findings highlight reward novelty and psychological ownership as two mediators of the above relationships. Study 2 replicates these effects in a cryptocurrency owner context. Study 3 examines the effect of the hotel's type (i.e. luxury vs budget) on the reward type-customer responses relationship. We showcase that tokenized rewards generate a more favourable attitude towards loyalty programs and that they remain an effective customer acquisition strategy for high-end hotels.

IMPLEMENTASI SYSTEM LOYALTI MANAJEMEN (RENATA) MENGGUNAKAN FRAME WORK LARAVEL 9 STUDI KASUS AGUNG TOYOTA KUTA

Loyalty programs are designed to encourage and maintain customer loyalty to a brand, company, or product. In these programs, customers are often given incentives, rewards, or special benefits in exchange for repeat purchases or other desired behaviors. The primary goal of loyalty programs is to increase customer retention, strengthen the relationship between the brand and customers, and enhance the customers' lifetime value. To identify loyal customers at Agung Toyota Kuta, a tool is needed to expedite the determination of customer status. In this research, data collection methods through interviews and observations are complemented by conducting literature studies on books, theses, journals, data collection, and references that support this research. The system development method uses the waterfall method, and the program design uses the Laravel framework. The implemented system is expected to help determine loyal customers so that it can provide various types of benefits, such as discounts, access to exclusive offers, or other special treatments to loyal customers. The company can enhance its promotional strategies and communication systems so that customers become more aware of the workshop's loyalty program. By providing accurate information systems regarding customer loyalty programs that are accessible to those concerned.

Effectiveness of Customer Loyalty Programs on SMEs in Morocco

A worldwide movement is occurring toward relationship marketing, and businesses are putting these techniques into practice in order to build trusting connections with their clients. Most merchants have made a commitment to maintaining customer loyalty and establishing a long-lasting and favourable connection with consumers who are encouraged to often return for more sales due to the growing significance and usefulness that are associated to loyalty programs. This specific research examines the efficacy of consumer loyalty programs in SMEs located in Morocco. An interview and survey were undertaken to gather information from the two samples in order to fulfil the study’s goal. A total of (32) sales and marketing staff members working in a variety of SMEs based in Morocco were interviewed via interviews conducted with the use of an interview guide. A total of (56) questionnaires were delivered at random to consumers who patronize different SMEs located in Morocco. The results unmistakably demonstrate that there is substantial proof of the impact of loyalty programs on sales and client retention. Sales revenue statistics showed a significant rise in income during the loyalty programs, which represents an increase in sales, demonstrating the favourable impact of loyalty programs on the sales of different SMEs. Additionally, loyalty programs had a substantial impact on client retention, as seen by the customer base’s noticeable expansion; some of these new consumers stayed loyal and were subsequently kept. This study’s contribution sheds light on the efficacy of various loyalty program concepts and, more significantly, highlights program design components that may be used to influence consumer choices and develop the best customer loyalty program.

Sales Channel Strategies of FMCG: A Comprehensive Analysis in Rural Maharashtra

The document focuses on Colgate-Palmolive's sales strategy, specifically in rural Maharashtra, as part of a Sales and Channel Management project. It examines the brand's market position, competitive landscape, and sales initiatives. Colgate-Palmolive maintains a dominant role in oral care and focuses on tailored approaches to different markets, such as affordability strategies for rural areas and digital engagement for urban consumers. The analysis includes a competitor review, highlighting how the company positions itself against Hindustan Unilever, Procter & Gamble, Dabur, and Patanjali. Key objectives are outlined, focusing on both quantitative goals, such as expanding market share and distribution, and qualitative objectives like building brand loyalty and launching new products. Sales initiatives include eco-friendly packaging, community outreach, customer loyalty programs, and the use of digital platforms to engage consumers. Additionally, the document suggests trade initiatives and retailer network improvements, recommending digital tools and gamified approaches to enhance performance. The integration of a Channel Information System (CIS) and various models of retail distribution, including the role of C&F agents, distributors, and general trade, are also discussed. The report concludes with insights on expanding Colgate's market reach and optimizing its distribution strategy. Key Words: Sales Strategy, Rural Marketing, Brand Loyalty, Digital Engagement

The Influence of Service Quality and Brand Image on Customer Satisfaction and Customer Loyalty at the Pratama Marga Ayu Clinic in Badung, Bali

This research investigates the impact of service quality and brand image on customer satisfaction and customer loyalty at the Pratama Marga Ayu Clinic in Badung, Bali. Using SPSS and Smart-PLS for analysis, the study reveals that both service quality and brand image significantly and positively affect customer satisfaction, which in turn influences customer loyalty. Additionally, customer satisfaction mediates the relationship between service quality and customer loyalty. The findings highlight the importance of enhancing service quality and brand image to foster higher customer satisfaction and loyalty. The research concludes with practical suggestions for improving service and brand image, including increasing healthcare personnel, enhancing branding efforts, and implementing customer loyalty programs. Future studies are recommended to explore other influencing factors such as product reviews, location, and social media marketing to further enrich the understanding of customer decision-making.

MEMBANGUN LOYALITAS PELANGGAN MELALUI KELENGKAPAN PRODUK, PERSEPSI HARGA DAN KUALITAS PELAYANAN PADA TB. MURAH REJEKI SEMARANG

Customer loyalty is a condition where customers make consistent repeat purchases and have a positive attitude towards a brand, are committed to the brand and intend to continue purchasing in the future. The aim is to determine and analyze the influence of product completeness, price perception and service quality on customer loyalty at TB. Cheap Fortune Semarang. The population is unknown number of consumers or customers of the Semarang "Cheap Rejeki" building shop. The sample size was calculated using the Cochran formula, resulting in a sample of 97 customers. Non-probability sampling technique using incidental sampling method. Data was collected using a questionnaire whose validity and reliability had been tested using data analysis techniques using multiple regression via the SPSS application. The results of the calculations that have been carried out, the t-value for product completeness is 3.849 > t-table 1.985 and the significance level is 0.000, indicating that product completeness has a significant effect on customer loyalty, then the calculated t-value for price perception is 3.960 > t-table 1.985 and the significance level is 0.000, indicating that price perception has a significant effect on customer loyalty and the calculated t value of service quality is 4.495 > t-table 1.985 and the significance level is 0.000, indicating that the Service Quality variable has a significant effect on customer loyalty. Suggestions for TB Murah Rejeki are to be able to manage the completeness of the products provided to suit customer shopping expectations because this is a key element in competition among building stores because good product completeness will attract customers' shopping intentions. Then maintain the prices given to consumers and by providing a customer loyalty program in the form of purchase discounts. Keywords: Product Completeness, Price Perception, Service Quality and Customer Loyalty

CheckOut: User-Controlled Anonymization for Customer Loyalty Programs

To resist the regimes of ubiquitous surveillance imposed upon us in every facet of modern life, we need technological tools that subvert surveillance systems. Unfortunately, while cryptographic tools frequently demonstrate how we can construct systems that safeguard user privacy, there is limited motivation for corporate entities engaged in surveillance to adopt these tools, as they often clash with profit incentives. This paper demonstrates how, in one particular aspect of everyday life -- customer loyalty programs -- users can subvert surveillance and attain anonymity, without necessitating any cooperation or modification in the behavior of their surveillors. We present the CheckOut system, which allows users to coordinate large anonymity sets of shoppers to hide the identity and purchasing habits of each particular user in the crowd. CheckOut scales up and systematizes past efforts to subvert loyalty surveillance, which have been primarily ad-hoc and manual affairs where customers physically swap loyalty cards to mask their real identities. CheckOut allows increased scale while ensuring that the necessary computing infrastructure does not itself become a new centralized point of privacy failure. Of particular importance to our scheme is a protocol for loyalty programs that offer reward points, where we demonstrate how CheckOut can assist users in paying each other back for loyalty points accrued while using each others' loyalty accounts. We present two different mechanisms to facilitate redistributing rewards points, offering trade-offs in functionality, performance, and security.

Analysis of consumer characteristics on retail business with clustering analysis method and association rule for selling improvement strategy recommendations

In the highly competitive retail industry, companies must continually innovate and develop unique business strategies to enhance their sales performance. The ABC Store, a mini market in Yogyakarta, has experienced fluctuating sales over the past year, failing to meet its targets. This study aims to analyze consumer purchasing behavior at the ABC Store and provide strategic recommendations to boost sales. The data analyzed in this study comprises three months of transaction records. The methods used include Association Rule - Market Basket Analysis (AR-MBA) with the FP-Growth algorithm and Clustering Analysis with K-Means. The clustering analysis identified four distinct customer segments: Mid-Morning Moderates, Diverse Afternoon Buyers, Evening Moderates, and High-Value Customers. Cluster 2, comprising Diverse Afternoon Buyers, was selected for AR analysis due to its relatively high transaction value and the variety of products purchased, indicating its potential to evolve into a High-Value Customers cluster. The analysis yielded 104 rules. The findings can inform marketing strategies to increase sales, including product bundling and customer loyalty programs such as a point system.In the highly competitive retail industry, companies must continually innovate and develop unique business strategies to enhance their sales performance. The ABC Store, a mini market in Yogyakarta, has experienced fluctuating sales over the past year, failing to meet its targets. This study aims to analyze consumer purchasing behavior at the ABC Store and provide strategic recommendations to boost sales. The data analyzed in this study comprises three months of transaction records. The methods used include Association Rule - Market Basket Analysis (AR-MBA) with the FP-Growth algorithm and Clustering Analysis with K-Means. The clustering analysis identified four distinct customer segments: Mid-Morning Moderates, Diverse Afternoon Buyers, Evening Moderates, and High-Value Customers. Cluster 2, comprising Diverse Afternoon Buyers, was selected for AR analysis due to its relatively high transaction value and the variety of products purchased, indicating its potential to evolve into a High-Value Customers cluster. The analysis yielded 104 rules. The findings can inform marketing strategies to increase sales, including product bundling and customer loyalty programs such as a point system.

Supporting young women’s health through girl-friendly drug vendors in Lake Zone, Tanzania: protocol for the AmbassADDOrs for Health cluster-randomised controlled trial

IntroductionAdverse sexual and reproductive health (SRH) outcomes, such as unplanned pregnancies and HIV infection, disproportionately affect adolescent girls and young women (AGYW; aged 15–24 years) in east Africa. Increasing uptake...

THE FACTORS OF CUSTOMER EXPERIENCE THAT AFFECT LOYALTY AT NOVOTEL HANOI THAI HA HOTEL, VIETNAM

Customer experience is gradually becoming important in improving the efficiency of hotel business operations because it contributes to attracting, retaining customers and increasing loyalty to the hotel. Loyalty plays an important role in creating a competitive advantage and increasing hotel brand value. Therefore, this research has built a model to evaluate experiential factors that affect customer loyalty at Novotel Hanoi Thai Ha Hotel. This research uses secondary data collection methods and expert interviews to determine the evaluation model. The method of surveying customers using questionnaires to collect opinions on the effect of their experiences when using the service has contributed to increasing their loyalty to the hotel. These data were processed quantitatively using SPSS 25.0 software to test Cronbach's Alpha reliability and EFA exploratory factor analysis. Pearson correlation and linear regression analysis show that the factors of customers' experience at Novotel Hanoi Thai Ha Hotel, such as service product, quality service, service price, brand image, service space, customer loyalty program and customer care are all positively affect their loyalty. Among them, service product factors have the strongest effect, and customer care has the least effect on loyalty. This research is the scientific basis for hotels to refer to when proposing solutions to improve customer experience and increase loyalty. At the same time, the established model can also be applied to studies on the effect of experience on customer loyalty in hotel businesses.<p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0771/a.php" alt="Hit counter" /></p>

КЛАСИФІКАЦІЯ ІНСТРУМЕНТІВ ДІДЖИТАЛ-ПРОСУВАННЯ ТОВАРІВ ТА ПОСЛУГ НА РИНКУ B2B

Digitalization is actively developing and being implemented both in our everyday life and in the field of business. Modern progressive technologies offer a variety of tools and approaches that make it possible not only to increase the promotion of the company's products, but also to guarantee unique competitive advantages over the main competitors. In the article, we provide information about the tools and their components, as well as the functions that make up the enterprise's marketing activity as a whole. After all, the various means offered by digitalization and used in marketing collectively represent a process focused on the satisfaction of two parties: the buyer and the seller. Such a two-sided approach ensures the efficiency of companies' work, their focus on the client and the presence of competitive advantages The article presents the most basic tools for digital promotion of goods and services in the B2B market: website promotion, content marketing, social media, email marketing, lead generation, analytics and tracking. Data on the share of the number of enterprises using social media in the total number of enterprises by type of economic activity are presented. The average share of social media use at enterprises by type of economic activity is: in 2018 – 29.7%; in 2019 – 30.1%; in 2022, 29.1%. In the breakdown of types of economic activity during 2019-2022, it was established that the largest share is occupied by enterprises working in the tourism sector and in publishing. The environment for the formation of tools for digital promotion of goods and services on the B2B market was analyzed, among which the following were identified as determining factors: market size, cost of products and services, customer relations, loyalty program, support and consultation service, goals and content strategy. As a result, the digital promotion of goods and services in the B2B market was determined, which allows companies to interact more effectively with the target audience, optimize their efforts and ensure stable business development. Keywords: digitalization, marketing, product promotion, B2B market, digital tools, marketing activity

Customer Loyalty Program: Enhanced Rewards and Insights for Lasting Engagement

Abstract: Customer loyalty programs are strategic initiatives designed to cultivate and maintain strong relationships between businesses and their customers. These programs offer incentives and rewards to encourage repeat purchases and foster brand allegiance. By leveraging various techniques such as points systems, tiered memberships, or exclusive perks, companies aim to enhance customer satisfaction and retention. Effective loyalty programs not only drive revenue but also provide valuable data insights into consumer behaviour and preferences. In today's competitive landscape, cultivating customer loyalty is paramount for sustained success, and loyalty programs serve as powerful tools in building enduring connections with clients.

The Succesful Reasons on Pang Dong Lai Supermarket

The essay uses Pang Dong Lai Supermarket in Henan Province as an example. First, it describes the basic circumstances of Pang Dong Lai Company. In a competitive market environment, Pang Dong Lai Supermarket continues to develop its business scale and market share by opening more branches in Henan Province and vigorously marching into surrounding provinces and cities. By constantly expanding its business scale, the supermarket is able to better meet consumer demand and improve its market competitiveness. In addition, the effect of service quality and after-sales service on the success of Chinese supermarket chains was investigated in terms of customer happiness, loyalty programs, and retail dynamics. According to the investigation, strong service quality and after-sales service are critical to supermarket performance and can help Pang Dong Lai Supermarket solve its challenges. Furthermore, the article underlines how employee wellbeing affects a company's ability to innovate, as well as the importance of customer service and employee satisfaction in economic success. Overall, service quality and after-sales support have a substantial impact on grocery companies' performance. To operate in a competitive market, supermarket chains must prioritize consumer requirements, enhance staff welfare, establish a positive brand image, and innovate to react to market changes.

An Investigation of the Effect of Service Quality on Customer Satisfaction: A Case of Zanaco Bank

The key to surviving in a global market is to focus on quality of service to customers. Every organization should focus on providing quality service to its customers. ZANACO Bank has implemented several service quality features and systems such as: B. changing the interior design of bank buildings, investing in technologies and bringing services closer to customers through ZANACO express agents, mobile banking and opening new branches. Therefore, the study examined the impact of service quality on customer satisfaction using ZANACO Bank as an example. A survey of 397 customers of ZANACO Bank was conducted at the main branch in Lusaka. The study used descriptive and causal designs. The study analyzed the data by determining frequencies, percentages, and means, and the study used Spearman correlation analysis to determine the effect. The study found that the service quality attributes important to bank customers were prompt customer support, politeness of bank employees, accuracy of bank transactions, security of banking services, customer support, convenient business hours, reliability of banking services and affordability (cost) of services. The study found that banks' responsiveness, accuracy, reliability and empathy have a significant impact on customer satisfaction, while tangible attributes have little or no impact on customer satisfaction. Customer satisfaction had a strong positive effect on customer loyalty, with a correlation coefficient of 0.9264, statistically significant at a p-value of 0.0001. The study therefore recommended that: Banks should focus more on reliability, security, empathy and responsiveness to increase customer satisfaction; Offering incentives such as reducing bank fees; and the use of customer loyalty programs to remain competitive.

Filling the fiscal basket: Quantifying tax revenues from customer loyalty programmes

The South African government is experiencing a significant shortfall in tax revenue, and recent research has identified customer loyalty programmes (CLPs) as a potential revenue stream. Despite the popularity of these programmes, which are used by 73% of economically active South Africans, no tax is currently imposed on the rewards received by customers, resulting in the loss of much-needed tax revenue. This paper quantifies the tax revenue that could have been generated by South Africa’s three most-used CLPs over a five-year period (2018–2022) to determine if a tax on CLP rewards is a viable revenue stream for the fiscus. The longitudinal instrumental case study employed demonstrates that the fiscus could have conservatively collected R1 140 753 042 in total tax revenue from the three CLPs if a tax had been imposed on CLP rewards, as proposed in this paper. This paper highlights the significant revenue potential of taxing CLP rewards, and it provides valuable insights for policymakers who seek to address the country’s revenue challenges. The findings reveal the magnitude of potential contributions to tax revenue in the form of CLPs. Given the impetus behind CLPs, their exponential growth rate and their increasing importance as a marketing strategy, this paper proposes a re-evaluation by policymakers of the taxation of CLP rewards.

Digital Marketing Strategy to Build Brand Awareness of the SiCepat Express During the COVID-19 Pandemic

Online shopping boomed during the COVID-19 pandemic, leading to a major growth of shipping company businesses. As such, shipping companies needed to have a good marketing strategy to maintain brand existence and survive in the midst of competition. The purpose of this study was to analyze the marketing strategy implemented by SiCepat Ekspres in building brand awareness during the COVID-19 pandemic. This study used a qualitative method. The results of this study showed that SiCepat Ekspres built brand awareness using the Customer Loyalty Program strategy, supported CSR, promos, and also digital marketing such as YouTube and Instagram, and started switching to the TikTok platform due to increased traffic during the COVID-19 pandemic. The benefit of the results is to consider decision-making to increase brand awareness through implementing marketing strategies that are in line with the company’s targets; besides that, for further research, it can be used as a guide and reference for similar research topics.
 Keywords: digital marketing, brand awareness, COVID-19

An Investigation into Antecedents of Customer Satisfaction and Loyalty with Reference to Online Purchasing Behavior

Customer satisfaction and loyalty in the context of online purchasing behavior are influenced by various antecedents, which encompass a wide array of factors ranging from website usability to post-purchase services. Understanding these antecedents is crucial for businesses aiming to thrive in the competitive landscape of e-commerce. The primary antecedents of customer satisfaction in online shopping are website usability. Factors such as intuitive interface design, clear navigation menus, and efficient search functionalities contribute to a positive user experience, leading to higher levels of satisfaction. The study concluded that action and loyalty in online purchasing behavior are influenced by a myriad of antecedents, including website usability, product information, security, and customer service quality, delivery services, perceived value, trust, personalized experiences, and loyalty programs. By understanding and addressing these antecedents effectively, businesses can enhance the overall shopping experience, cultivate loyalty, and drive sustainable growth in the dynamic landscape of e-commerce.

Brand Awareness and Market Development by Synergizing Customer Loyalty and CSR at Novotel Bali Benoa

Purpose: This study intends to ascertain how much the Novotel Bali Benoa's brand awareness and market development are impacted by the synergy between its CSR and customer loyalty programs, as well as how the organization may best utilize these initiatives to maximize their impact. Research methods: The research methodology uses questionnaires and surveys to gather information from a number of respondents, including staff members and guests of hotels. Questionnaires, interviews, observations, document analyses, and focus group discussions are used to gather its data. Utilizing descriptive analysis, Smart PLS, and validity and reliability testing, quantitative analysis approaches are used to the data. Results and discussion: The study's primary conclusions show that Novotel Bali Benoa's brand awareness and market development are significantly boosted by the synergy between the customer loyalty program and CSR, which is founded on human- and nature-based principles and is implemented through digital marketing media. Customer loyalty may be generated by an efficient loyalty program, and consumers' perceptions of a brand are positively impacted by human-based and natural CSR. Implication: By optimizing digital marketing channels, bolstering brand recognition in the face of competition, enabling quick market expansion, and cultivating conscientious and encouraging new consumer loyalty, these two strategies work in concert to accomplish sustainable tourism. Keywords: Brand awareness, customer loyalty, CSR.

Research on Marketing Strategy Management based on Customer Retention

This paper aims to explore marketing strategy management based on customer retention to enhance a company's competitiveness in a highly competitive market. In today's business landscape, where competition is fierce and customer acquisition costs are high, customer retention has emerged as a crucial strategy for businesses to maintain profitability and achieve sustained success. Through a comprehensive literature review and empirical research, we delve into the concept of customer retention and its significance in marketing strategy management. Customer retention refers to the ability of a company to retain existing customers and foster their loyalty over time. It goes beyond simply acquiring new customers and recognizes the value of nurturing and maintaining relationships with existing ones. By examining the interrelationship between customer retention and marketing strategy management, we shed light on the various strategies and tactics that companies can employ to enhance customer retention. This includes not only focusing on the initial sale but also on building long-term customer relationships. We delve into the importance of understanding customer needs, preferences, and behaviors to develop targeted marketing approaches that resonate with customers on a personalized level. Based on the literature review and empirical research, we propose a theoretical framework for analyzing the key factors and influencers of customer retention. This framework takes into account factors such as customer satisfaction, loyalty programs, and customer service, which have been identified as critical drivers of customer retention. By understanding and addressing these factors, companies can implement effective strategies to improve customer retention rates. Ultimately, the adoption of effective customer retention strategies can lead to sustainable competitive advantages for businesses. By reducing customer churn, increasing customer loyalty, and maximizing customer lifetime value, companies can differentiate themselves in the market, increase market share, and achieve long-term profitability.

Nonlinear Reward Gradient Behavior in Customer Reward and Loyalty Programs: Evidence From the Restaurant Industry

Reward programs offer rewards, and with further progression toward these rewards, customers become more motivated. This acceleration is called a reward gradient. This study proposes prospect theory as the underlying mechanism of the reward gradient and suggests a nonlinear relationship between motivation and progress level (low vs. middle vs. high). A numerical simulation based on the mathematical model and experiments were conducted to see how the expected values of rewards can change as progress is made, and how this further affects motivation. The results identified a stronger acceleration in the expected value after reaching a middle point of the reward achievement, which is due to a larger deviation in the loss value than the gain value. These findings can help restaurants and tourism companies implement a dynamic perspective in reward programs for enhancing customers’ reward gradient behaviors.