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Essay On Loyalty Programs

1701 Words7 Pages

Loyalty programs are quite often in food and grocery retailing. Many firms introduced various loyalty programs as a core component of their marketing strategy. The abundance of loyalty programs reflects a changing market dimensions by intense competition, more demanding and knowledgeable customers and customer relationship management in marketing thinking and practice. Further the small basket size and the low sale volume of the retailing is required to increase the repeat purchasing by the existing customers. Loyalty programs is the increasing competition among rival programs, especially in sectors such as airlines, financial services, retail, hotel and gaming (Ferguson and Hlavinka, 2007). Van Heerde and Bijmolt, 2005 stated that there is high adoption rates have been observed in the retail sector across multiple countries. Nunes and Dreze, 2006 stated that loyalty programs can serve different goals, such as retaining customers, increasing spending and gaining customer insights. Usually a loyalty program is a long-term oriented program that allows consumers to accumulate some form of points, which can be redeemed later for free rewards.

Loyalty programs are quite different from short-term activities like sales promotion, because those promotional activities create sudden changes in …show more content…

The billing process of the firms should not spoil the jubilant feelings of the customers, because the engaging and the authentic experiences that render personal value (Pine and Gilmore, 1998). Usually there may be a dissatisfaction among the customers in waiting for service in a retail store that can lead to consumer dissatisfaction (Katz, Larson & Larson, 1991), which in turn can result in negative effects on store patronage behavior(Hui, Dube and Chebat, 1997). So the billing process should be superior to save the time of the customers and to evoke the positive feelings among the customers towards the

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