Loyalty Programs Research Articles

Analysis of sales techniques from the perspective of psychology in MIPYMES (MSMEs)

The study analyzes how MSMEs can improve their business strategies using psychological principles such as scarcity, urgency, personalization, and the anchoring effect. These principles help understand and predict consumer behaviors, allowing sales strategies to be adapted more effectively. Additionally, the document highlights the importance of segmenting the market and building long-term relationships with customers to increase loyalty and satisfaction. In terms of customer satisfaction, the importance of exceeding customer expectations and ensuring fair and equitable treatment is highlighted. Strategies such as creating memorable experiences, implementing loyalty programs, and using customer feedback are key to improving satisfaction. Professional development and training are essential for the growth of MSMEs. Continuous training in soft skills such as emotional intelligence and effective communication improves employee performance and job satisfaction. Social learning theory and the 70-20- 10 model are proposed as effective approaches to competency development. Finally, the integration of psychology in business management contributes to organizational knowledge, promoting innovation and transformational leadership. MSMEs that apply these psychological principles can improve their performance and achieve sustainable success. The study concludes with recommendations to develop internal training programs, build trust with customers, and conduct regular market research to adapt sales strategies.

IMPULSE BUYING AND RETAILER LOYALTY PROGRAMS: ASSESS THE INFLUENCE OF LOYALTY PROGRAMS, REWARDS, AND CUSTOMER INCENTIVES ON IMPULSE BUYING

Comprehending the link between impulse buying and retailer loyalty programs is crucial in retail marketing. These programs, designed to encourage repeat purchases and foster customer loyalty with personalized rewards, profoundly impact impulsive behaviors. This study uses a mixed methods approach to assess the effectiveness of loyalty strategies across diverse consumer demographics. Rewards such as discounts, points, or exclusive access cultivate a sense of belonging and exclusivity, influencing purchasing decisions by triggering immediate incentives and urgency through limited time offers. Emotional and psychological factors drive impulse buying. The expectation of rewards, the excitement of earning points, and the sense of exclusivity all play roles in impulsive purchases. Retailers can capitalize on these motivators by tailoring programs accordingly. Demographic variables such as age, income, and shopping habits influence program effectiveness, with younger consumers typically favoring digital rewards and older consumers showing a preference for traditional discounts. Qualitative research delves into motivations and perceptions, providing rich insights into how loyalty programs influence impulse buying behaviors. This holistic approach offers valuable insights for refining marketing strategies, increasing customer loyalty, and promoting impulse buying through personalized rewards, real-time offers, and gamification.

PaaS Solutions for Scalable Social Media Engagement and Brand Loyalty Programs

Abstract: This research paper is a systematic analysis of how PaaS solutions can revolutionize the approach to increasing social network presence and improving brand reward programs. Based on the literature survey, comparison with current practices, and case study investigations, we study how, benefiting from PaaS, organizations deliver enhanced, efficient, and customer-centric experiences. This paper explores the attributes of PaaS that Microsoft especially targets for such applications the ability to perform real time analysis, omnichannel support and superior personalization. Based on the analysis of successful stories in different industries, we illustrate how, with the help of PaaS, Starbucks, Nike and Sephora were able to significantly enhance the specifics of customer interactions. It also focuses on the implementation issues that can be tackled. Some of the problems that may conflict with the research are data privacy, the complexity of integration, and sometimes, the use of the system by the targeted users. In addition, we analyze such innovative tendencies and tools as artificial intelligence, blockchain, augmented reality, and other future aspects concerning the development of PaaS-based loyalty and engagement solutions. The results reveal that PaaS provides definite top-line and bottom-line benefits for scalability, cost, and flexibility; it provides enterprises of all sizes with complex engagement solutions that were earlier only available to large enterprises. The study benefits both the academic and business worlds by offering theoretical and practical insights into the adoption of PaaS within businesses that desire to improve their app-based presence and connections with clients. The article ends with implementation suggestions and propositions for further research, focusing on the developments and trends related to cloud solutions concerning the future of customer engagement and their loyalty schemes..

Innovative strategic marketing practices to propel small business development and competitiveness

In today's dynamic and competitive business environment, small businesses face unique challenges in establishing their presence and achieving sustainable growth. This paper explores innovative strategic marketing practices that can propel small business development and enhance competitiveness. The primary focus is on leveraging digital marketing, personalization, customer engagement, data analytics, and strategic partnerships. Digital marketing has revolutionized how small businesses reach and engage with their target audiences. By utilizing social media platforms, search engine optimization (SEO), content marketing, and email marketing, small businesses can create cost-effective and highly targeted campaigns. These strategies not only increase brand visibility but also foster customer loyalty through consistent and relevant communication. Personalization is another key strategy that drives small business competitiveness. By tailoring marketing messages and offers to individual customer preferences and behaviors, businesses can create more meaningful and impactful interactions. This approach enhances customer satisfaction and encourages repeat business, contributing to long-term growth. Effective customer engagement is critical for small businesses to build strong relationships and foster community. Utilizing interactive content such as polls, quizzes, and live chats on social media and websites can create a more engaging and immersive customer experience. Additionally, loyalty programs and personalized incentives can strengthen customer retention and advocacy. Data analytics plays a crucial role in informing and optimizing marketing strategies. By analyzing customer data, market trends, and campaign performance, small businesses can gain valuable insights that drive strategic decision-making. This data-driven approach allows for more precise targeting, efficient resource allocation, and continuous improvement of marketing efforts. Strategic partnerships and collaborations with other businesses, influencers, and community organizations can also enhance marketing effectiveness. These partnerships can expand reach, provide access to new customer segments, and enhance credibility. Co-marketing initiatives, joint events, and cross-promotions are examples of how small businesses can leverage strategic alliances for mutual benefit. In conclusion, innovative strategic marketing practices, including digital marketing, personalization, customer engagement, data analytics, and strategic partnerships, are essential for propelling small business development and competitiveness. By adopting these practices, small businesses can effectively navigate the competitive landscape, achieve sustainable growth, and secure a strong market position in today's ever-evolving business environment.

Gasoline Discount Programs in Lakewood, Colorado: A Cost-Saving Analysis

Using gas price data and discount or cashback offers collected in Q4 of 2022, we examined which among four programs: wholesale club membership; grocery store fuel points; gas station loyalty programs; and third-party mobile applications, would likely provide the most savings to alternative demographics proxied by faculty, staff and students on campus, as well as the average American consumer. Though what’s best ultimately depends on personal circumstances, the key result from this research was that for the average American consumer who buys about 45 gallons of regular gas per month, Costco gas is best only if we disregard and exclude the membership fee in the cost of gas. Otherwise, Costco gas is best for premium gas only, and cedes supremacy to the third-party app Upside for regular gas. Upside is best for midgrade gas too. However, grocery fuel points supersede both Costco and Upside if the consumer spends about $300 or more and redeems the points for discounts at the pump. Ultimately, the study shows that consumers in both the high-spending and low-spending demographic may need to reassess their circumstances and reconsider their options to avoid potentially losing about $124 and saving $126 on gas a year.

Does customer orientation mediate the relationship between knowledge-based dynamic capability and the competitive performance of SMEs in India?

Purpose This paper aims to examine the mediating effect of customer functional and relationship customer orientation on the relationship between the knowledge-based dynamic capabilities and the competitive performance (CP) of small and medium enterprises (SMEs) operating in India. Design/methodology/approach The hypotheses proposed for this study were tested using data from the proprietors and competent authorities of 441 sample SMEs using structural equation modelling with partial least squares. Findings The results of this study indicate that knowledge-based dynamic capability (KBDC) has a significant connection with the CP of SMEs in a growing economy such as India. In addition, this study confirmed that the connection and functional customer orientation partially mediate the association between knowledge-based dynamic capabilities and the CP of SMEs. Practical implications This study’s practical contribution lies in its investigation of whether customer orientation serves as a mediator between KBDC and CP in SMEs in India. For instance, SMEs can implement strategies like customer feedback loops, loyalty programmes and customized solutions based on market insights to enhance customer orientation and ultimately improve CP. Originality/value This study analyses how SMEs can use knowledge-based dynamic capabilities and customer orientation to obtain a competitive advantage. This research contributes to the existing literature on knowledge management by expanding the notion of KBDC by integrating functional and relational customer orientation.

Strategy Development to Improve Brand Awareness and Sales Performance

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

Gift Cards, Promotions, Loyalty Programs: Prospects for Applying the Рrovisions on the Framework Contract to Consumer Protection Disputes

Gift Cards, Promotions, Loyalty Programs: Prospects for Applying the Рrovisions on the Framework Contract to Consumer Protection Disputes

Influence of Fashion Brand Loyalty Programs on Repeat Purchases in Uganda

Purpose: The aim of the study was to analyze the influence of fashion brand loyalty programs on repeat purchases in Uganda. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: Design and implement loyalty programs that are customized to meet the specific needs and preferences of different customer segments. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations. Unique Contribution to Theory, Practice and Policy: Expectancy-value theory, social exchange theory & theory of planned behavior may be used to anchor future studies on influence of fashion brand loyalty programs on repeat purchases in Uganda. Brands should use data analytics to identify key consumer segments and develop targeted rewards and incentives that resonate with each group, thereby enhancing program effectiveness and encouraging repeat purchases. Establish and enforce policies that protect consumer data collected through loyalty programs. Ensuring robust data privacy measures will build consumer trust and encourage participation in loyalty programs, while also complying with legal standards and regulations.

Examining the Nexus Between Customer Engagement and Satisfaction: Evidence from A Selected Retail Bank in South Africa

In the current retail banking environment, effective customer engagement is crucial for the success of organizations, impacting customer satisfaction, loyalty, and overall business performance. Given the competitive landscape and evolving customer expectations, it is essential for banks, especially Absa bank in South Africa, to understand the dynamics of customer engagement. This study aims to investigate how customer engagement initiatives influence customer satisfaction at Absa bank in the Durban area to provide strategic insights for enhancing competitiveness. Using theoretical frameworks such as Sashi's customer engagement cycle and Gronroos' model of service quality, this research explores the relationship between communication strategies related to organizational change and customer satisfaction levels at Absa bank in Durban. A quantitative research approach was employed, utilizing a structured questionnaire survey and convenience sampling to gather data from walk-in clients at various Absa bank branches. Statistical analyses, including descriptive and inferential methods, were used to analyze the data and test hypotheses. The results of the study offer valuable insights into customer preferences and expectations in the retail banking sector. Customers appreciate consistent messaging across different engagement channels and value personalized communication from the bank. Personalized calls, follow-up phone calls, and nonverbal cues such as a firm handshake were found to significantly impact customer perceptions and satisfaction with Absa bank's services. Customers display a high level of trust, satisfaction, and engagement with Absa bank, indicating the success of its customer engagement initiatives. The study also emphasizes the importance of social media in enhancing positive word-of-mouth and shaping consumer perceptions. Based on these findings, it is recommended that Absa bank implements a proactive customer engagement strategy focused on providing positive and personalized experiences to its existing customers. Key strategies include tailoring customer interactions, soliciting feedback, introducing loyalty programs, and utilizing various engagement platforms.

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

Digital payments and relational embedding: Turning relations into data and data into relations

Research on the digital economy has highlighted the assetization of data. This article argues for expanding existing research on data and datafication processes by focusing on how relationships are made and unmade through and from data. We introduce a general analytic model of “relationing” and show how relationships between users, companies, and products are created in three different moments—entanglement, dissection, and matching—first in the digital economy, then in physical stores. We show how payments with mobile phones connect the digital to the brick-and-mortar economy. Applying our model, we illustrate how a mobile phone's various data streams, money's record-keeping function, and retailers’ loyalty programs produce qualitatively and quantitatively new relations between customers, retailers, banks, app providers, and payment intermediaries. We argue that “relational embedding” captures the inherent relationality between users, their data points, and other economic actors: algorithmically relating users’ data profiles to other users’ profiles yields personalized recommendations, ads, or rebates, continuing the relationship between retailers and customers.

Cultural Influences on Privacy Calculus in Loyalty Programs: An Analysis of Individual and National-Level Cultural Values

This study examines the roles played by cultural factors in shaping consumer privacy concerns within loyalty programs, analyzing responses from 1,259 consumers across four culturally diverse countries. It uncovers how variations in cultural dimensions, specifically uncertainty avoidance and individualism/collectivism, influence privacy concerns, trust, and loyalty toward retailers. The research reveals that individual-level uncertainty avoidance and collective cultural norms notably amplify privacy concerns, shedding light on the nuanced relationship between cultural values and consumer perceptions in the context of loyalty programs. This exploration contributes to a deeper understanding of cultural diversity's theoretical and practical implications on privacy concerns, offering insights vital for retailers looking to navigate the complexities of consumer trust and loyalty in a global marketplace. The findings underscore the necessity for culturally informed strategies to effectively manage privacy concerns.

Fostering conative loyalty in tourism and hospitality loyalty programs: an eye-tracking experiment of reward timing, fairness perception, and visual attention

ABSTRACT This study investigates the impact of reward timing (immediate versus delayed rewards) on conative loyalty (deliberate, intention-based commitment to repeatedly choose a specific brand, even in the face of competing alternatives) within tourism and hospitality loyalty programs. Employing eye-tracking technology, we examine how different levels of fairness perception and visual attention influence conative loyalty, contingent on reward timing. Our experiment utilizes simulated loyalty program advertisements from travel agencies and restaurants to assess these dynamics. Findings reveal that immediate rewards significantly enhance conative loyalty compared to delayed rewards, especially when coupled with heightened fairness perceptions and visual attention. The elasticity of conative loyalty escalates with heightened perceived fairness and increased visual attention – a trend more pronounced with immediate rewards. Therefore, the study underscores the critical influence of immediate gratification in loyalty programs, illustrating that timely rewards can be a decisive factor in solidifying conative loyalty and ensuring customer retention in the competitive tourism and hospitality sector.

Unveiling the determinant factors of go club program loyalty in a super application

This research aimed to analyze the factors affecting super application brand loyalty with the emergence of digital loyalty programs in Indonesia. A strong super-application has gained popularity and sustained customer demand due to Indonesia's smartphone industry expansion. To achieve this objective, a quantitative-qualitative approach utilizing Structured Equation Modeling (SEM) and interviews was employed. Ten-fold indicators determined the sample size, while convenience sampling gathered 392 respondents. The software for data analysis is SmartPLS 4.1.0.0. The results indicate the acceptance of eight hypotheses and the rejection of the remaining two. Playfulness is positively affecting attitudes and loyalty program usage. Next, affective commitment positively affects attitude and loyalty program usage. Next, reward attractiveness positively affects attitude. Finally, the relationship between attitude, usage, satisfaction, and loyalty is significant. The determinant factors of brand loyalty were playfulness, reward attractiveness, and affective commitment. The theoretical contribution is that the impact of loyalty programs on brand loyalty reveals that factors like playfulness and affective commitment influence attitudes and usage, despite gamification's potential moderating effect. The practical implication is that Gojek should improve its loyalty program strategy by diversifying the range of rewards and integrating gamification, particularly in-app games, to maintain user engagement and brand loyalty.

Predicting Customer Purchase Behavior Using Machine Learning Models

In this study, we aim to predict customer purchase behavior using various machine learning models to better understand customer tendencies and enhance marketing strategies. We use a dataset containing demographic and behavioral data, including age, gender, annual income, number of purchases, product category, time spent on the website, loyalty program membership, and discounts availed. Our analysis involves data preprocessing, exploratory data analysis (EDA), and feature engineering. We then train and evaluate six different machine learning models: Logistic Regression, Random Forest, Gradient Boosting, Support Vector Machine (SVM), K-Nearest Neighbors (KNN), and XGBoost. The models are assessed using metrics such as accuracy, precision, recall, F1-score, and ROC AUC. Results indicate that ensemble models, specifically Random Forest and Gradient Boosting, outperform the other models in terms of accuracy and ROC AUC. The study concludes that ensemble models are highly effective for predicting customer purchase behavior, providing valuable insights for businesses to tailor their marketing efforts. Future research could explore additional features, more advanced models, and real-time prediction capabilities.

Pure Loyalty: Efficient and Secure Framework for NFT Loyalty Programs

Pure Loyalty: Efficient and Secure Framework for NFT Loyalty Programs

The role of big data analytics in customer relationship management: Strategies for improving customer engagement and retention

This paper explores the transformative impact of Big Data Analytics on Customer Relationship Management (CRM), focusing on its role in enhancing customer engagement and retention. The study highlights how Big Data enables businesses to create personalized customer experiences, anticipate customer needs through predictive analytics, and respond promptly with real-time data analysis. Additionally, the paper discusses using sentiment analysis to refine engagement strategies and applying predictive models to prevent customer churn. The effectiveness of loyalty programs is also examined, demonstrating how Big Data can tailor incentives to boost customer loyalty. The conclusion emphasizes the need for future research into advanced machine learning techniques, ethical considerations, and developing more sophisticated real-time analytics tools. The findings underscore the pivotal role of Big Data in transforming CRM strategies, driving customer satisfaction, and ensuring long-term business success.

Improving Performance of Customer Relationship Management to Leverage Customer Loyalty (Case Study: MILKY CRM Loyalty Program)

Customer Relationship Management (CRM) plays a crucial role for businesses as technology advances and consumer demands continue to rise. However, CRM implementation faces challenges from both external and internal factors within an organization. Ineffective CRM implementation can lead to customer dissatisfaction, decreased loyalty, reduced profitability, and missed business opportunities. This research aims to improve the MILKY CRM loyalty program by identifying the key root causes and proposing alternative solutions, ultimately determining the best alternative to enhance the program. The methodology includes in-depth interviews and analysis using the Kepner-Tregoe framework, which involves problem analysis, decision analysis, and potential problem analysis. Supported by external and internal analyses such as Porter’s Five Forces, Customer Journey Mapping, and an Integrated CRM Scorecard, the results are then utilized for a SWOT analysis. The problem analysis identified 21 attributes as the root causes affecting MILKY CRM loyalty program performance. These attributes include Consumer Behaviour Change, Aggressiveness of Competitors, CRM Agency Capability, Healthcare Apps Strategic Partnership, Potential New Segments generated by New Entrants, CRM Differentiation, Strong Brand Reputation, Content Management, Ability Services Program, Customer Engagement, Customer Experience Improvement, Win Back Lapsed Customers, Incomplete metrics tracking on CRM scorecard, Financial Budget Constraints, Personalization Services & Rewards, Digital Acquisition Transition, Segmentation & Tiering Review, Balancing Strategy on Customer Acquisition & Retention, IT System Capabilities, and Human Capability on CRM. In the decision analysis section, alternative solutions were generated through TOWS analysis, and the best alternative was determined using the Analytical Hierarchy Process (AHP) tool. The top chosen strategy, Strategy #2: Optimizing CRM & Organizational Strategies for Enhanced Customer Engagement & Operational Efficiency (W/O Strategies), is recommended for future improvement. Focus areas include communication, resources, technology, and KPI metrics to mitigate potential problems. Overall, this research provides valuable insights and recommendations for enhancing the performance of the MILKY CRM loyalty program, ensuring its effectiveness in meeting customer needs and driving business success.

Pengaruh Promosi dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen di Indomaret Wilayah Kecamatan Gubeng Kota Surabaya

This study aims to analyze the influence of promotions and service quality on consumer purchasing decisions at Indomaret stores in the Gubeng District of Surabaya City. The background of this research stems from intense competition in the retail industry, which demands companies to enhance attractiveness through optimal promotional strategies and improved service quality. In facing these challenges, it is crucial for retail companies like Indomaret to understand the factors influencing consumer purchasing decisions to formulate appropriate strategies. This research employs a correlational method to measure the relationship between the variables of promotion and service quality with consumer purchasing decisions. Data were collected through a survey conducted among Indomaret customers in the Gubeng District of Surabaya City, with a sample size of 100 randomly selected consumers to ensure the representativeness of the research findings. The survey included various questions designed to evaluate consumer perceptions of Indomaret's promotions and the service quality they received. Data analysis utilized multiple linear regression to determine the influence of each independent variable—promotion and service quality—on the dependent variable, consumer purchasing decisions. The results indicate that both promotion and service quality significantly influence consumer purchasing decisions at Indomaret in the Gubeng District of Surabaya City. This suggests that effective promotional strategies such as discounts and loyalty programs, along with high service quality such as staff friendliness and service speed, can enhance consumer purchasing decisions. The conclusion emphasizes the importance for retail companies to develop and implement innovative promotional strategies and continuously improve service quality. Thus, Indomaret can maintain and increase consumer loyalty, and compete more effectively in the competitive retail industry. This research contributes significantly to understanding consumer behavior in the retail context and serves as a reference for other retail companies in designing effective marketing strategies.