rupak

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rupak

  1. 1. Customer loyalty in retail sector
  2. 2. Introduction <ul><li>“ It is no longer enough to satisfy customers. You must delight them”- Philip Kotler. </li></ul><ul><li>It is very important to make a loyal customer than to just satisfy a customer. </li></ul><ul><li>Customer loyalty is the result of well-managed customer retention program. </li></ul>
  3. 3. <ul><li>Objective of the study </li></ul><ul><li>Investigate whether a correlation exists between retail loyalty program membership and customer behavior. </li></ul><ul><li>Hypothesis </li></ul><ul><li> Loyalty programs makes customer loyal to the brand . </li></ul><ul><li>Loyalty programs lead to customer satisfaction .  </li></ul>
  4. 4. <ul><li>Limitations </li></ul><ul><li>No primary research done </li></ul><ul><li>Nature of the data </li></ul><ul><li>The data used for the study is secondary data in nature. </li></ul><ul><li>  </li></ul>
  5. 5. Customer Decided Relationship and Loyalty Benefits <ul><li>Customer preferences and choices are dynamic in nature </li></ul><ul><li>They demand </li></ul><ul><li>Service benefits </li></ul><ul><li>Financial benefits </li></ul><ul><li>Information benefits </li></ul><ul><li>The retailers too have to be loyal to the customers by </li></ul><ul><li>Fulfilling promises </li></ul><ul><li>Delivering service on time </li></ul><ul><li>By providing information on time </li></ul>
  6. 6. Rewards differ from Loyalty <ul><li>Loyalty programs are different from CRM . </li></ul><ul><li>Points mean prizes, not loyalty . </li></ul><ul><li>CRM program ensure customer retention </li></ul><ul><li>loyalty program enables customer buying behavior to be altered. </li></ul>
  7. 7. Examples of loyalty programs <ul><li>Lifestyle - Innercirle  </li></ul><ul><li>Shoppers Stop - First citizen   </li></ul><ul><li>Big bazaar - Shakti card. </li></ul>
  8. 8. Tentative Conclusion <ul><li>Loyalty program alone dose not make customer loyal to the brand . </li></ul><ul><li>Customer loyalty and retention is result of complete CRM process. </li></ul><ul><li>Loyalty program satisfies the customer’s basic requirement </li></ul>

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