IMPACT OF CUSTOMER LOYALTY PROGRAMS ON CUSTOMER SATISFACTION AND LOYALTY (original) (raw)

Marketing literature talks abundantly about the behavioral aspects of the consumer in terms of his satisfaction and loyalty. This research was undertaken in the apparel retail sector with the sole purpose of establishing a relationship between loyalty cards and its impact on customer satisfaction as well as loyalty. Prudently, there should be a positive relation between usage of loyalty cards and loyalty towards the store. This study however showed different results altogether. It was found that satisfaction and loyalty levels were same irrespective of customers using a loyalty card or not using a loyalty card. This inference signifies that there may be certain other factors which determine the loyalty of the customer other than loyalty cards.