Title: Customer retention using loyalty cards program

Authors: Nyagarama Omboga Thomas; Sapna Singh; Mohit Gangwar

Addresses: Department of Management, SRK University, Bhopal, MP, India ' Department of Management, SRK University, Bhopal, MP, India ' Bhabha University, Bhopal, MP, India

Abstract: Businesses need to retain their customers. They must research to know the best way to achieve a high retention rate, and which incentives are appropriate for participating customers. There are several methods of retaining customers, but we are closely paying attention to loyalty card programs. More participation in the program promotes more incentives and rewards. Therefore, this study aims to understand the influencing factors to shop at Ondoor and Reliance Fresh, and the role loyalty cards play in satisfying and retaining customers participating in the program. For that purpose, this study uses a descriptive survey research design. Data were collected using the questionnaire. Results indicate the availability of multiple products; brand variety, outlet ambience, return policy, price, service, promotions, and store location had a higher impact factor as influencing factors. Loyalty card programs provided by Reliance Fresh and Ondoor have an impact on the participants.

Keywords: customer retention; loyalty cards; decision making; marketing strategy; satisfaction; brand variety.

DOI: 10.1504/IJBIR.2023.128590

International Journal of Business Innovation and Research, 2023 Vol.30 No.2, pp.200 - 217

Received: 09 Sep 2020
Accepted: 13 Jan 2021
Published online: 27 Jan 2023 *

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