Loyalty And Loyalty

Loyalty And Loyalty
1.0 Introduction
Customer Satisfaction and Loyalty has become, throughout years, not only an important marketing
tool but also an integrated part of a company structure. Competition has become fierce and
competitors in a market are trying constantly to prove that their products and services are better than
others. Therefore, being able to satisfy and retain customers will definitely create a competitive edge
over competitors but will also reduce cost while creating long term relationship with customers.
1.1 Background Study
Loyal customers are indeed crucial to business survival (Reichheld and Schefter 2000, Semejin et al.
2005). For that reason, many companies use defensive marketing strategies to increase their market
share and profitability ... Show more content on Helpwriting.net ...
The company has been established in 1958 by Mr Hervé Closel and since then, has managed to offer
a wide range of product and services.
At the beginning, small moulding such as Flower and Sink and small boats such as dinghies and
kayak were manufactured. After some sales success and being the only manufacturer using
Fibreglass, the owner has diversified by introducing new raw materials such as Acrylic and
Polyethylene.
The production of the well–known Resiglas Water Tank has pushed Resiglas Co Ltd to the top of
this market. Thereafter, they have introduced Swimming Pools and started to manufacture bigger
boats such as pleasure craft but also inflatable boats.
Ever since its creation, Resiglas Co Ltd has never stopped innovating and improving its products
and efficiency, in line with the regional development of these sectors. To maintain quality of its
products and services and to abide to the company mission and vision, a Quality Management
System has been introduced and Resiglas has been awarded an ISO 9001:2008 certificate in 2012.
1.3 Problem
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The American Express Launched A Coalition Loyalty Program
considered."
Background
In May '15 American Express launched a coalition loyalty program called Plenti. Under coalition
loyalty programs, members can earn and redeem points by shopping at participating merchants (e.g.,
Exxon, Macys, Rite Aid and ATT.) The program helps consumers to earn rewards faster and lead to
better engagement and provides merchants and opportunity to attract new customers and run cross–
promotional campaigns. The biggest challenge in launching the program was signing up merchants
and building an economic case for shifting away from proprietary programs and collaborate for
collective benefit.
We were in negotiations with Rite Aid to join the program. Under their old loyalty program
(Wellness+), Rite Aid issued reward dollars (+UPs).The dollars could be used for purchase within
their stores over next two weeks while in Plenti program the points (1 point = 1 cents) are valid for
three years and can be redeemed at any participating merchant. Rite Aid was concerned that if they
joined Plenti, customers will continue to earn points at Rite Aid but with more redemption options
and longer validity, the redemptions will be skewed towards other merchants especially the "Grocer"
Partner. In effect, they will be subsidizing a loyalty program for the "Grocer".
Challenge
As part of the negotiations, our team was tasked to identify and propose "Performance Guarantees"
to address Rite Aid's concerns.
With no data and uncertainty about other merchants who will join the

Nike And Brand Loyalty
2.1 Brand Loyalty
2.1.1 Definition
According to Investopedia.com, brand loyalty is when the consumers became committed to their
favorite brand and repeat their purchases over time. Brand loyalty is the result of consumer behavior
and is affected by consumer's preferences. Brand loyalty could also be defined as the strength of
preference for a brand compared to other available options that is similar. This is often measured in
terms of repeated purchase or price sensitivity (Brandchannel.com, 2006). However, Bloemer and
Kasper (1995) defined true brand loyalty as having six necessary conditions which are: 1) the biased
(i.e. non–random); 2) behavioral purchase response; 3) overtime expression 4) by some decision–
making unit; 5) with respect to one ... Show more content on Helpwriting.net ...
Nike has introduced many soft wares to help people achieve what they wanted, such as Nike+
Running, which is the first running software that is compatible to apple gadgets and now compatible
in many platforms too, Nike+ Training, a software that gives people suggestions and workout plans.
These softwares have been used by over 28 million users around the world .
Nike also supports athletes by offering them communities of support that links Nike+ users to an
entire community and encourages people to break their limits, and excel on their workouts. Nike
gives people challenges, and also coaching program on their software, or making custom training
and challengers between friends. Nike also popularized its' own softwares by making them very
social, which is a very liked feature of Nike+, considering people are actually trying to socialize on
online social media network, such as linking their runs to their twitter account, post pictures on
Instagram or making moments on

Loyalty Of Loyalty And Loyalty
Loyalty
Loyalty is something I take very seriously, because loyalty is everything, whether it's a friendship,
relationship or just trusting someone. Putting your trust in someone and being loyal to them is
something that is hard to come by.
The way I was brought up and the things that were taught to me are the things that built me to be the
genuine, loyal and honest person I am today. Sometimes in life things get hard and you turn to
others to talk to , vent to or rely on for comfort, but sometimes you have to be careful who you talk
to and share information with because you never know who is trying to kick you when you are
down. That's where you have to take a look at your surroundings and ask yourself if the people you
associate with and talk to be the people you can trust with your business. This is where the loyalty
comes in, when you trust someone you have your guard down and I've experienced this first hand
and if they are people you trust you should never worry about hearing your business from others.
There came a time when I found myself alone and going through some tough things and I leaned on
the people I could trust, or so I thought. I had just started my freshman year and I had two best
friends that I was close with, Tory and Gabby. I trusted them with anything they had my back and I
had theirs. Two weeks after school had started back up Tory had been talking to someone and had
been telling all my business about my personal problems. I thought I could trust

“Customer Loyalty Can Make or Break a Brand.” How Far Do...
"Customer loyalty can make or break a brand." How far do you agree with this statement?
Increasing number of companies put the strategy of customer loyalty into focus. Marketers from
different countries come to an agreement that combining customer development with customer
retention can bring long–term impact on brand performance (Kotler, 2003). In specific, price
premium, brand awareness and market share closely associated with brand profitability count on
customer loyalty. For instance, loyal customers are inclined to pay more for a certain brand because
of its inimitable value for them; there is no doubt that no alternative can instead. Similarly, as
repeated purchase of loyal customers, market share will be optimistic for the ... Show more content
on Helpwriting.net ...
By and large, loyal customers will be beneficial to a brand as it can reduce the cost of marketing.
Moreover, customer loyalty can be made the most of brand extension and market penetration
strategies. As a final point, "loyal customer is an asset for a brand, and has been identified as major
determinant of brand equity" (Dekimpe et al., 1997:20).
Conversely, McPhee (1963), who firstly observed the phenomenon that "small brands in a product
category face twin disadvantages against the big brands: fewer buyers and lower purchase
frequencies among these buyers", named it "double jeopardy" (DJ) effect. In going through likely
theoretical reports of DJ, Ehrenberg et al. (1990:82) recommend two market–level clarifications.
The first one concerns differences in consumer acquaintance to "marketing mix efforts of a brand
(e.g. advertising, promotion, discount, distribution points, and point–of–purchase display)". Owing
to less consumer acquaintance, small brands will be swayed by fewer buyers and lower purchasing
repetition rate. The second one related to "stochastic models of buying behavior (e.g. the Dirichlet
model)". For instance, previous study has revealed that the average customer of small brands present
a less preferred attitude and demonstrates lower loyalty (Dekimpe et al., 1997:82; Bhattacharya,
1997:35) than that of big brands.
In virtually, masses of cases mentioned one of a brand's

Taco Bell Unveils Game Focused Loyalty Program
Lisa Jennings' article 'Taco Bell unveils game–focused loyalty program', published on the 15th
December 2015, details how the American fast–food chain has launched a new mobile app 'Explore'.
Taco Bell's new customer loyalty program was launched late 2015, where consumers are rewarded
for "Living Mas", embodying the essence of their tagline "Living Large". Customer loyalty refers to
the satisfaction and positive emotion felt by the customer towards an organisation's product or
service (). Marketers at Taco Bell have focused on creating value for their customers as they provide
an innovative program where customers simply go about their daily lives on social media. The fresh
app stems from the growing competitor pressure while also aiming to meet long–term business
objectives. This new loyalty program has had exceptional reviews and both monetary and
nonmonetary success.
() describes customer loyalty as ....... Customer loyalty is a combination of relative attitude and
repeat patronage. Businesses work to retain customers who have both a high level of repeat
patronage and attitude towards the company. Loyal customers translate to be more profitable over
time through related purchases, increase referrals, operating cost savings etc. Although Taco Bell
dominates the percentage of market share in the Mexican–food segment, parent company Yum!
Brands desires to grow their percentage of market share in the overall fast–food industry. This forms
the basis of the company's

Customer Loyalty Programs At The Rapid Changing Business...
In the rapid changing business world, customer loyalty becomes very important (Dick & Basu,
1994). Thus, lots of company use customer loyalty programmes to increase their customers ' loyalty.
Customer loyalty programmes are utilized by companies to offer clients with incentives to purchase
their services or goods (Bolton & Kannan, 2000). When a client purchases services or goods, the
entity provides the client with award credits or points. The client consequently redeems these points
for rewards like discounted or free services or goods. The customer loyalty programmes are
operational in different ways. Firstly, consumers must attain a minimum value or number of points
prior to redeeming them. Secondly, the consumer might earn award ... Show more content on
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In order to deal with this variance and to improve comparability and consistency, the AASB issued
Interpretation 13, consumer loyalty programmes (Mackenzie et al, 2011). AASB 13 necessitates that
income be deferred when the consideration offered to a client in association with a loyalty
programme warrants the client to a discount on a purchase in the future. The consideration is usually
allocated amongst the diverse constituents of an arrangement utilizing fair values. Liability for
deferred revenues must be recorded on the basis of the fair value of award credits. Fair value is the
amount of money that the award points could be traded for in an arm–length transactions (Leo,
Hoggett & Sweeting, 2012). AASB 13 doesn't mandate a particular scheme of the determination of
fair values of the incentives, but it asserts that the quantity must be based upon the fair value to
award credits holder, not the price of ward credits redemption to the issuer. Regularly, a reasonable
approximate of fair values is based upon the discount that the clients will be given upon the
redemption of the award credits. , Nevertheless, AASB 13 also concedes that in several instances,
not all points will be redeemed by the clients. Consequently, deferral of revenue must as well be
based upon the fraction of the incentives that are anticipated to be redeemed (Zack, 2009) Ernst and
Young (2013) note that according to AASB 13, the award credits

Customer Loyalty : New Zealand Ltd & Greenstone Energy Ltd
Introduction
With the passage of time, loyalty programs have been extended and also utilizing showcasing
instruments for attracting more customer loyalty. Towards any business or specific organization,
client's loyalty should be supposed and remunerated. Loyalty programs assured the customers that
with respect their money invested they will get more rewards and with time they become a part of an
organization.
In year 1996, the Bank of New Zealand, Foodstuffs Ventures Ltd, IAG New Zealand Ltd and
Greenstone Energy Ltd launched a new company named as "Loyalty New Zealand". Loyalty New
Zealand might be unknown for the customers but their main program FlyBuys becomes famous.
From all other loyalty programmes, New Zealand's is leading in the country. With FlyBuys 2.6
million card holders are connected, daily 300,000 transactions can be done and about 750,000
rewards of almost 70 million dollars should be given to customers. Approximately, FlyBuys has 75
brands and can be handle more than 50 campaigns in each month. By promoting more rewards,
these loyalty projects have better future and make the client's life better. By utilizing loyalty projects
for providing the simpler life to clients, it ensures that providing a selective system to the clients
which will satisfy their needs.
This assignment covers the topic that what are the different issues that are faced by the FlyBuys,
how market penetration can be raised and attracts more customers instead of focusing on launching
of

Brand Loyalty Essay
The main concept of brand loyalty has been approached from three different factors which is
behavioral, attitudinal and composite loyalty. The researchers have their own assumption or known
as behavioral view which they assume that the loyalty of a guest toward a brand is based on the
repeat transactions occur. The study of O'Malley (1988) show that this approach provides a more
realistic picture on how well the brand is performing compare to other competitors. However, this
approach have been criticized because unable to differentiate between spurious loyalty and true
loyalty.
In contrast, attitudinal loyalty is always emphasizing the psychological element of brand loyalty in
the company such as commitment, preferences and other factors. ... Show more content on
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Services are one of the factors in customer loyalty studies because of the consistent and high
standards of service that provided by the hotel. The delivery of service as promised was identified as
the factor, which is the most important in developing loyalty to the hotel. In contrast, employees of
the hotel should ensure the quality of hotel services by constantly reviewing their guest's needs and
the management should provide service from time to time in order to improve staffs performance.
The third elements which is internal marketing is also crucial to the quality of hotel services.
Treating the employees as internal customers would increase the employees' satisfaction which is
fundamental to the provision of good service to the hotel customers.
My personal view of point, the 3 factors which mentioned by the researchers as above consists of
advantages and disadvantages. According to Kivela (1996) she claimed that customer are likely
view the service as bundle of attributes which affect their decision to select a brand. This point
showed that hotel must maintain a high service in their property in order to have a long term
business relationship with the guest. Service is the main element which differentiate an individual
property compare to other property around the world. In order to ensure the employees satisfy and
happy working in the hotel, the management should treat the employees as how they treat the guests
in the property. As

Loyalty And Loyalty For United Airline 's Frequent Flyer...
Loyalty
While I'm an atypical U.S. consumer who doesn't buy into marketing hype, I do have strong
product/service loyalty affiliations. I'll try to keep my Journal entry under 1000 words! I like to
revisit the meaning of familiar words. Merriam–Webster (n.d.) defines loyalty as, "The quality or
state or an instance of being loyal". This is exactly what brand loyalty and loyalty programs are
trying to create: an ongoing experience with multiple touch–points that captures followers and keeps
them engaged through rewards, added value, and "prestige". The goal is to lengthen "the lifetime
value of the customer" (Tanner & Raymond, 2010, p. 284) which helps to maximize profits.
My Loyalties
For some brands, my loyalty grew from happenstance and remains so because of switching costs.
United Airline's frequent flyer program, called Premiere is one example, more so, since their
spreader effect enticed me into a United branded credit card that awards flight miles for every
purchase. I didn't set out to join United's loyalty program because I thought their service was better,
or they had lower airfares, it's because they have a hub in San Francisco that offers the most flight
options when I'm traveling by air for business.
For other products, affinity is a result of my family's subtle influence, and probably why I favor
Coke over Pepsi. I'd like to think that I chose to prefer one over the other, but it's more likely
because my parents drank Coke, which I grew accustomed to, and why

Effectiveness Of Loyalty On Customer Retention
This figure explain about how prospect ladder up to become a partner of the company. It is
company's service quality, trust, commitment and communication that leads customers from
prospects to partner. However, it is not really easy task for companies to achieve customer as
partner. It needs extensive effort from brand to get it.
Loyalty program
In the initial part of study, it has elaborate meaning of loyalty. Now, this section has presented
literature on effectiveness of loyalty on customer retention. Loyalty program often considered as
value sharing or enhancement instrument. Sabol, 2002) addressed that value enhancement function
is important because of ability to provide superior value to customer relationship and retention.
Loyalty program provide value to consumer in two stages. (Bolton, 2000), has explained stages in
brief that in the first stage program points are issued to customer and the second stage when
customer redeemed those points. Though these points value don't have any practical value unless
customer redeemed them. However, according to the study by (Machanda, 2004) showed that it has
important psychological meaning to customer. Points accumulation can gives customer feelings of
benefits and these benefits are able to give customer positive value perception. It is because
customer can redeemed those values later for rewards. At redemption stage, customer receives both
economic and psychological value. Thus it enhances appreciation and recognition of

Brand Awareness And Loyalty
The brands of today are evolving and changing faster than ever. Face to face interaction, sentiment,
and loyalty are now less valued by the consumer than they were years ago. We talk about how to
gain this loyalty and sentiment later in the report. Technology and e–commerce have changed the
values of the consumer and now we value speed, ease, and low prices. The idea of a brand changes
with time due many social and economic trends but the effect it has on consumer buying behavior
will be researched and noted like it always has been. Our purpose of this exploratory project will be
to determine the effect of brand awareness/brand image on consumer buying behavior and loyalty.
We will be researching at how effective or ineffective brand ... Show more content on
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Brand awareness is the most important indicator of the consumers' knowledge about a brand. Brand
awareness and customer loyalty go hand in hand. Loyalty of a customer is an emotional attachment
to the brand. This attachment is driven by brand image and brand awareness. Brand awareness and
brand image should develop an affection similar to a friendship. When buying a product for the first
time, brand awareness is key. It is what gets the consumer to purchase that product. Measuring
brand awareness is another key part in relating it to consumer buying behaviors. Three ways to
measure brand awareness are spontaneous brand recall, top–of–mind recall, and aided recall. The
ways that measure brand awareness are key in successfully marketing your product. Brand
awareness is a starting point for all customer satisfaction.
Another integral part of understanding your customer, conveying your brand's image, and trying to
retain that customer that shows evidence of brand loyalty is the customer's buying decision process.
There are five steps in this process, to briefly gloss over these steps, they go as follows: Problem
Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Postpurchase
behavior. Although these are decisions that the consumer makes, as a marketer for a company, it is
extremely important to understand the importance of each step of this process in order to

Decision Maker At Loyalty New Zealand
Case Study Analysis
"Decision maker at loyalty New Zealand" is a real situation case study analysis for Fly buys. It
describes the decision making by Chris Lamer for the continuous growth of Fly buys in New
Zealand. It explained that Fly buys is the top fifth largest loyalty program all around the world. It
was established by Bank of New Zealand, Food stuffs Ltd and Greenstone energy Ltd with some
other companies to recognise and reward the new and existing consumers of New Zealand for their
consuming. It is leading loyalty association in New Zealand and Australia where it peak its success.
It further explains that Chris Lamer, a long prize winner in the various streams like Wellington
"Love Affairs" joined the Fly buys in 2007 as a Head of customer engagement. Chris decided to
relaunch the brand of Fly buys which resulted in best consumer services and marketing award for
Fly buys in 2008. Chris was announced the marketer of the year. The case study provides a
description about the spending habits of people in New Zealand by using Fly buys, benefits of using
Fly buys and important decisions made by Chris Lamer and his team for the continuous growth of
Fly buys. It also presents three options for the continuous growth of Fly buys and explains which
was selected by Chris Lamer's team and what the reasons for selecting that one are. Chris decided to
focus on stretching the brand of Fly buys by creating new products and adding more partners which
leads to less attention

Net Promoter Score Is A Customer Loyalty Metric
Introduction to Net Promoter Score
Net Promoter Score Defined
The Net Promoter Score is a customer loyalty metric that is used to gauge the loyalty of an
organization 's customer relationships by asking how likely the customer is to recommend the
organization to others. It serves as either an alternative or a supplement to traditional customer
satisfaction surveys and is often correlated with revenue growth. NPS measures both customer
satisfaction and brand loyalty.
How NPS is calculated
NPS defines customers as either Detractors (actively warning against the brand) or Promoters
(actively recommending the brand) on a scale from –100 to +100. A quick primer in analyzing Net
Promoter Score:
–100 Detractors
–50 Poor score
0 Average/good
+50 Excellent score
+100 Promoters
Ratings close to –100 indicate a large number of detractors to the organization, while scores close to
+100 indicate a large number of active brand promoters. Any positive score is good, and generally,
scores above +50 are considered excellent on the scale.
The origins of NPS
Out of a desire to understand what would stimulate and sustain an organization 's growth, Fred
Reichheld and a team from Bain & Company launched a research project that would help them
determine a means of understanding how customer feelings and affinities affect actual behavior,
beyond basic customer satisfaction surveys.
Working with data supplied by Sat metrix, Reichheld 's team tested several questions to see how

Study of Loyalty Programs
Introduction
The literature survey has provided a base for the study and given an overview of the areas where the
research could be done. It has also provided me with the relevant facts.
Objective of the study:
Study of loyalty programs of Shoppers Stop and Pantaloons.
Are these programs really effective in enhancing the customer experience.
How much profitable does the loyalty programs prove to be, for a customer centric apparel retailer.
Most customers hold several loyalty cards of competing retailers. Past studies looking into the
impact of card ownership on store loyalty showed mixed results. Loyalty cards are effective only
when customers value the rewards associated with them. This research is being done to investigate
... Show more content on Helpwriting.net ...
Hence a company should first figure out the basis of customer's buying decisions before building the
loyalty programs in order to serve them in the best possible manner.
The article Listening ain't enough stresses upon the fact that customer loyalty cards are used to
generate information about the customers in order to serve them better by developing products and
services according to them. But these alone are not enough for gaining advantage over the
competitors. Trained staff with a heart to serve the customers with customer–centric approach could
help in gaining the advantage.
A similar research Loyalty in Retail: A strategic success or a management failure states that
successful loyalty programs do not exist in vacuum. The loyalty cards provided by the retailers are
compared to the hammer. Just as a hammer does not build a house, a loyalty card does not build
customer loyalty. Customer loyalty has been used as a strategic approach in increasing customer
value and thus providing a good customer experience but it doesn't work alone. A brand value has to
be created in which involvement of the staff, quality of the products, knowledge about the customers
etc. are required.
Shoppers' Stop's customer loyalty program is called The First Citizen (Annexure X) and Pantaloons
customer loyalty program is Green Card Program (Annexure XI) through

Marketing Management : Brand Loyalty
The primary focus of this research is to develop and understanding the reasons for brand loyalty, as
there is a literature gap in this area of marketing management. A lot of researches been done in the
past on the benefits of brand loyalty but there is a literature gap on how an organisation can build
brand loyalty. The literature of market is still debating of what compromises brand loyalty
(Chaudhuri & Holbrook, 2001).
The literature review analyses the general theories surrounding the concept of brand loyalty in
previously adapted marketing management guidance, marketing science and the human
communication researches with an indication as how understanding the factors contributing brand
loyalty can actually help organisations to build brand loyalty amongst consumers. The sources used
for the literature review are journal of management, information quarterly, textbooks, academic
blogs, and official website publications.
The structure of literature review begins with of definition of brand loyalty and then moves to the
general theories surrounding factors contributing for brand loyalty d then a focused research on
Apple's achievement of brand loyalty.
Brand Loyalty
According to Bennett, Brand Loyalty has been existence since the 1920's (Bennett & Rundle–
Thiele, 2002). Brand loyalty can simply be defined as the prejudiced behavioural purchase by
consumers over the time with respect of one brand in comparison of other brands with similar
functions due to psychological

Literature Review On Brand Loyalty
Over time, businesses have recognised that brand loyalty plays a key role in sustaining steady
demand and sales flows over time (Aaker, 1991). In fact, Gralpois, (1998), as cited by Lodorfos,
Mulvana and Temperley, (2006), labels brand loyalty as a fundamental asset of any business.
Findings by Keiningham et al., (2006) have shown that it costs on average, five times more to
replace a customer than it does to retain one. This underlines how businesses cannot afford to lose
loyal customers and simply replace them with new customers. Subsequently, this has become a
major reason why so much research is focused on achieving a better understanding of customers'
loyalty behaviour (Dick and Basu, 1994) (Liebermann, 1999).
In this Literature Review, the author will focus specifically on the definition of brand loyalty, how
brand loyalty has developed and finally, how to manage and measure the loyalty ... Show more
content on Helpwriting.net ...
If we compare this to the older and more common definition by Jacoby and Kyner, (1973), who saw
brand loyalty as a mere repeat customer, we see the development of brand loyalty over time.
These definitions have developed due to the development of the brand loyalty concept itself. What
started off as a single dimensional approach, has now evolved into a tri–dimensional concept.
Initially, researchers looked at brand loyalty just as a behavioural loyalty, e.g. repeat buying
behaviour, (Berkowitz, Jacoby and Chestnut, 1978).
This was until Day, (1969), developed a two–dimensional concept of brand loyalty, stating that
brand loyalty was attitudinal as well as behavioural. He suggested that consumers repeating
purchases over time wasn't brand loyalty on its own, but that consumers have emotional attachments
to brands, and that is why they favour certain brands over

Summary: Loyalty Rewards Work Best For Online Business
Brian Bergeron
Kennesaw State University
Loyalty Rewards Work Best for Online Businesses
Dr. Gannage
MKTG 3100, TR 8:00–9:15pm
Article 1 Review
Due Date: 9/2/2015
1. Article
Loyalty Rewards Work Best for Online Businesses
By Chad Brooks
Published by Business News Daily on June19, 2015 http://www.businessnewsdaily.com/8114–
loyalty–rewards–online–businesses.html 2. Summary
In this article, Brooks discusses how online businesses as well as regular businesses differ in
benefitting from loyalty reward programs offered to customers. With the new age of technology
becoming more and more prevalent, customers are less likely to actually travel to stores to purchase
goods from businesses. The ones who do typically go to the places that ... Show more content on
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Not only do people have to spend less time traveling to the store and walking around looking for
what they need then waiting in line to pay for the goods, but they also have to spend less money
because of gas prices and the discounts online businesses are offering to customers who purchase
online. This is essentially hurting offline businesses because the less people who are going out
shopping, the less people are seeing their stores and wanting to stop to shop at their store. Also,
many people are losing their jobs because the number of customers that walk into stores is dropping
so there is less need for employees inside stores.
5. Recommendations
To help alleviate the problem, offline businesses should start developing mobile apps for their
businesses to keep customers connected with the business. Also, they could start selling products
online to attract customers who online purchase goods online. For the online businesses, it would be
beneficial to provide customers with loyalty rewards in order to retain customers and have them
purchase from their company more than once. Another way to build loyal relationships with
customers for online businesses could be by offering customers incentives to bring new customers to
the business.
6. Do you feel the article topic covers relevant and current marketing trends and/or

Cabo San Veijo: Rewarding Loyalty Program
CABO SAN VIEJO: REWARDING LOYALTY
– Ankita Singh
CONSTRUCTING CUSTOMER LOYALTY PROGRAM:
We go through 7 strategy steps to design a loyalty program for Cabo San Viejo which are as follows:
STEP 1: PRESENT SITUATION ANALYSIS & GAP ANALYSIS
Before we suggest a customer rewards or loyalty program, it is important to understand what is the
company's long term vision, For whom this program is to be implemented i.e. who are the
company's best customers, what are their needs and expectations, the reasons for having such a
program and the expected outcome. So the first question is:
What is Cabo San Viejo's long term vision? Was the company directing its activities in overall
achievement of this vision?
The vision of the company was to ... Show more content on Helpwriting.net ...
Around 3500 new guests arrive each year of which 32% revisited within 5–6 years and 62% of
repeat visitors returned again within 5–6 years. The primary reason for not returning was the high
costs. Here we reiterate that to attract more repeat customers, value must be offered.
STEP 3: POTENTIAL PROGRAM IMPACT
In order to measure the impact, we first need to understand the reasons for implementing a loyalty
program.
Why does Cabo San Viejo need a customer loyalty program?
Retention: One of the primary reasons for most loyalty programs is o retain the loyal customers by
appreciating them and the business they generate for the company by making them feel special and
good about their association with the company.
Offer enhanced value proposition: A loyalty program which offers a value deal to its customers who
need it will get Cabo San Viejo more patronization. However, it is to be understood that not all
customers need or expect value deals.
Enhanced Satisfaction: Recognition by way of loyalty program makes a customer feel good and thus
enhances satisfaction which in turn leads to more positive word of mouth.
Positive Word of Mouth: Around 60% of Cabo San Viejo's customers called in for inquiry based on
word of mouth.
Enhance image as a responsive company: Cabo San Viejo explicitly encourages customers to
complain if unsatisfied. It is through such feedbacks that

Developing an Effective Customer Loyalty Program
Barry Berman
oyalty programs are offered by both retailers and manufacturers to stimulate continued patronage
among consumers through discounts, cash, free goods, or special services (such as free magazines
on specialized topics of interest to loyalty program members). While retail cooperatives pioneered
loyalty programs through giving members allowances based on their annual purchases, the more
modern use of loyalty programs began with Raleigh cigarette coupons and with stamp–based
programs such as the S&H Green Stamp Company (which offered consumers points based on
purchases; these points were redeemable for a broad selection of merchandise). The most current
form of customer loyalty ... Show more content on Helpwriting.net ...
"Bud" Miller loyalty program since membership is open Distinguished Professor of Business and
Director of the EMBA program at the Zarb School of Business to all customers and each member of
Hofstra University. receives the same discount regardless of his/her purchase history. Many of these
programs are able to enroll a large number of participants due to ease of registration and low
member concern for privacy. For example, Giant Eagle Advantage Card members automatically
receive savings on hundreds of items in its stores as the item is scanned. There are several major
limitations to this program. According to one analysis, Type 1 programs do not reward loyal
behavior; they reward card
124
UNIVERSITY OF CALIFORNIA, BERKELEY
VOL. 49, NO. 1
FALL 2006
FIGURE 1. A Typology of Loyalty Program Types
Program Type
Type 1: Members receive additional discount at register

Characteristics of Program
Membership open to all customers Clerk will swipe discount card if member forgets or does not
have card Each member receives the same discount regardless of purchase history Firm has no
information base on customer name, demographics, or purchase history There is no targeted
communications directed at members
Example
Supermarket programs
Type 2: Members receive 1 free when they purchase n units Type 3: Members receive

Consumer 's Decision Dilemma And Brand Loyalty
ABSTRACT
Consumer's decision dilemma and brand loyalty in a low involvement product category by
Abhishek Rahul
Consumer's dilemma, caused by product similarity, choice and/or information overload, and the
presence of ambiguous information, can negatively affect consumers' decision making and thereby
also companies profitability. The purpose of this quantitative study was to
Investigate how the three variables (i.e. similarity, overload, Uncertainty) affect consumer's decision
postponement and brand loyalty, concerning low involvement products. A conceptual framework
based on consumer behavior – and consumer confusion literature, was utilized to form six
hypotheses predicting the causality between the different variables. After validating and adapting the
space to data gathered through a survey, regarding Indian Population purchasing habits of Biscuits, 2
standard multiple regressions revealed that one hypothesis was supported; overload confusion
proneness decreases brand loyalty in a low involvement product category. All implications were
then discussed from Practitioners and researchers points of view, concluding with possible
limitations and further research.
Contents
1.
Introduction.......................................................................................................................................... 8
2. A need for Shift in Research .............................................................................................................
8–10
3. Research
Design................................................................................................................................... 9–11
4. Research Literature

Influence of Brand Loyalty on Consumer Sportswear
ACKNOWLEDGEMENT
We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to
conceive this research project on topic Influence of Brand Loyalty on Consumer Sportswear as for
providing necessary information regarding the project & also for her support in completing the
project.
We would like to express our gratitude towards member of (institute name) for their kind co–
operation and encouragement which help us in completion of this project.
Our thanks and appreciation also goes to all the respondents who took time to fill the questionnaires
and helped us out with their abilities.
INDEX
S. NO
CONTENTS
PAGE NO.
1 ... Show more content on Helpwriting.net ...
The influence of grass roots marketing to build brand loyalty is down played as a strategy to reach
consumers effectively. Shifts in culture have proved that response to mass media marketing is
declining and there are other alternatives to build your brand. Lifestyle clothing companies have
started to implement strategies to reach youth consumer markets in a personalized way. Through the
use of grass roots consumer marketing brands can capitalize on the growing field of youth
consumers to build brand loyalty and create returning customers for life. By investigating the
current strategies used to market clothing brands to youth it will benefit marketing, public relations,
and clothing companies who consistently develop and manage brands.
Setting for the Study
This study was done in colleges and in shopping malls with sports brands showrooms.
Questionnaires were filled by 50 respondents which includes males and females of different age
groups between 20 to 30 and with different occupations.
Research Questions
The study used following research questions that were designed to answer fundamental gaps in the

existing literature on the topic development and evaluation of grass roots marketing towards youth
consumers to build brand loyalty. Each question was created after investigating the

Customer Loyalty For A Company
With more and more suppliers in the market place, customers have more diversified options
regarding products, prices and shopping places. Therefore, marketing departments gradually come
up with ideas on retaining current customers which brings in the concept of customer loyalty.
Customer loyalty is the ongoing process of customers buying products or services from a specific
company (Gustavsson, 2005). For most companies, retaining customers costs less than attracting
new ones and also reduces expenses on promoting products. In order to reach this aim, the
organization constantly increases customer loyalty by carrying out loyalty programs to reward the
remaining customers for repeated transactions (Donnelly, 2009).
The effect of customer ... Show more content on Helpwriting.net ...
The essay begins by reviewing the literature to focus on the definition and the different ways to
achieve of customer loyalty.
Engel and Blackwell (1982) regard brand loyalty as the customers' rreaction to preference, attitude
and behavior towards one or more brands in a same product category for a long–lasting time.
Assael(1992) and Keller(1993) defined brand loyalty as a preferable response towards a brand
which leads to the repetitive action of purchasing over a period of time. While Gremler(1995)
includes both attitude and behaviour into the scale of measurement of loyalty. Blanchard and
Galloway (1994) and Heskett et al (1990) believed that customers assess the value gained from a
transaction or service, thus resulting in customer satisfaction.. It is also related to the value expected
from the transactions with competitors (Zeithaml et al., 1990). The relationship between customer
satisfaction and customer loyalty is the most significant one in the business market on account of the
implications for companies' marketing environment and financial situations (Gupta and Zeithaml,
2006). The current studies identify customer satisfaction as an attitude describing consumers'
perceptions towards their purchasing experiences (Anderson and Salisbury 2003) while customer
loyalty, as a result of customer satisfaction, is identified as a potential behaviour to

Factors Affecting Brand Loyalty
Reducing marketing costs
Positive word of mouth
Business profitability
Increase market share
A competitive advantage in the market etc.
In addition to that Lin (2010) also specifies loyalconsumerspurchase more products and loyal
consumers are less–price sensitive and pay less attention to competitors' advertising. Therefore,
when taking in to consideration of above mentioned benefits, it clearly represents the positive
impacts of brand loyalty towards a firm. Furthermore Khraim (2011) also confirms that the brand
loyalty is vital for afirm to make sure that its brand is kept in the minds of consumers and
avoidconsumers from switching to other brands. There are many forces drawing consumers away
such as competition, customers' thirst for variety, etc. hence obtaining and maintaining loyalty for a
particular brand is not an easy task thus marketers should clearly understand how loyalty factors can
affect consumer buying behavior in the marketplace and find out ways and means to gain brand
loyalty towards their productsKhraim (2011). ... Show more content on Helpwriting.net ...
Different authors have given many ideas, perceptions about those factors according to their
experiences. Henceforth, an explanation about each factor and the relationship of each factor with
the brand loyalty based on prior studies can be shown as

Loyalty Program and Frequent Shopper Program
Service Request SR–kf–013 Frequent Shopper Program Paper
Gerard Gonzalez
Business Systems/BSA310
October 7th, 2010
Joseph Gorman
Service Request SR–kf–013
Kudler Fine Foods founder and manager, Kathy Kulder, has requested information on developing a
system to track customer purchases through a Frequent Shopper Program. This Program will award
loyalty points for redemption to repeat customers. Purchases made by customers whom participate
in the program will be tracked and converted into loyalty points for redemption for future purchase,
gift items, and other products or services made possible through partnerships with external
companies. The following will cover information and recommendations for Kudler Fine Foods
Frequent Shopper ... Show more content on Helpwriting.net ...
Halagera also goes on to say "A 2% increase in customer retention has the same effect on profits as
cutting costs by 10%." (Halagera, n.d.). This shows that keeping customers returning to Kulder
Foods will increase business. The Frequent Buyer Program will promote repeat buisness in Kulder
Foods and will aid in profit increase, so long as the customer is satisfied with Kulder's Foods
products and services. Although there are a lot of upsides to the Frequent Shopper Program, there
are also concerns that Kulder Foods will have to take into account.
The overall cost for the Frequent Buyers Programs must be monitored consistently by Kulder Foods.
Kulder must ensure that redemption estimates are perceived higher to the customer than actual cost
to Kulder(MTI Market Techniques and Innovations Inc., n.d.). As well as ensuring redemption is
cost effective, Kulder will also have to make sure points are realistic and appealing to customers.
Customers must feel as if these points are attainable, and easily usable. This will help keep
customers interested and keep them using the program.
Kulder Fine Foods will see increased profit with a Frequent Shoppers Program. It will undoubtably
help with repeat business and customer loyalty. To keep the Frequent Shoppers Program running
smoothly, Kulder will have to ensure that it stays up to date with customers information and
shopping data. Kulder Foods must also ensure they will keep customers

The And Evaluation Of Loyalty Card
Introduction :
In spite of the great practical approach the impact and evaluation of loyalty card are very limited in
terms of academic interest because the effectiveness of loyalty program has questionable from the
customer behavior point of view. We refer some studies to evaluate the impact of loyalty card in
business.
This essay will firstly discuss what is a loyalty card ? The loyalty card is defined that a plastic card
given by a business to the customer which has earned a reward to them and data collected for
business house. In 1982 the UKs biggest retailers named Sainsbury first launch loyalty card. In 1997
the chemist retail chain Boots were invested 30 million GBP in their loyalty programs which is 3rd
largest in UK because of its success. Secondly the essay will discuss about the benefits of loyalty
card in business prospective . The first benefit of loyalty card are to increase customer share. The
retailers encourage customer by offering reward to buy something which increase their sales of
product. According to Dowling and Uncls the customer can benefit such as less conginitive efforts
to find product or advantages of loyalty program. Sometimes they buy product which is not
necessary to them because they wish to earn reward points. The second benefit of loyalty card is
data collection.The retailers filled a form of the customers who want to join in loyalty programme,
By this they got an information relate to customers. It is very useful to

Four Different Types Of Loyalty
Loyalty
Loyalty Concept Benefits, importance, antecedence and consequences of loyalty Phases (types of
loyalty) How to build loyalty (what will make or break loyalty) Examples of loyalty programs
Application on a company from CB side
Concept of loyalty
Academics and practitioners alike agree that loyalty is an integral part of doing business. Few, if
any, businesses can survive without establishing a loyal customer following. Surprising, however, in
spite of its obvious importance to all businesses, relatively little is known about customer loyalty.
Experts have struggled to define precisely what being a loyal customer means, and meager progress
has been made in determining what factors lead to customer ... Show more content on
Helpwriting.net ...
But as businesses grow and diversify their offerings, it's easy for a brand to lose sight of what it
originally promised to customers.
Replacements, Ltd. – a Greensboro, N.C.–based old and new dinnerware supplier that grew out of
founder and CEO Bob Page's attic – knows how to keep customers coming back. Over the last 30
years, their customer numbers grew from a handful of cards in a recipe box to a database of more
than 10 million loyal customers.
Check out these five tips from Replacements for cultivating loyal customers:
1. Know what makes your customers tick. Before you can build loyalty, you need to know what
attracts customers to your company in the first place. Replacements senior vice president of e–
commerce Jack Whitley says their company has found a niche within a niche, so they know their
customers well.
They connect buyers to the world's largest selection of old and new dinnerware. Each year, the
company gets thousands of letters from emotional customers. For instance, one husband said his
wife was stunned when she opened her Christmas present to find replacement plates for those she'd
lost in Hurricane

Customer Loyalty : A Brand Image Essay
Our text explains that "customer loyalty is the degree to which a customer will select a particular
brand when a purchase from that product category is being considered," (Levens, 2012, p. 72). This
loyalty is present in the relationship that a brand has engaged with the customer, and the resulting
attachment the brand has with a consumer (Levens, 2012, p. 72). It is the loyal customer that is most
highly sought after by companies, in order to generate the most positive brand image, retain the
customer, for the ultimate goal of generating the greatest profit (Levens, 2012, p. 72). The most
important goal, other than retaining the loyal customer and persuading others to join them, is
evaluating the important customer relationship to determine greatest profitability (Levens, 2012, p.
72).
According to our text, there are some brands that choose to offer a reward program in the effort to
develop customer loyalty (Levens, 2012, p. 76). Loyalty programs have long been a standard
marketing tactic. In the U.S., before the 1900s, S&H Green Stamps encouraged shoppers at
participating retail shops in order to exchanged collected stamp books for household items. From the
1990s, till phased out before 2010, major cigarette companies used to their reward programs to
foster an already problematic habit by exchanging fun lifestyle items, like coolers, luggage and
sporty accessories, for coupons received on purchased cigarette packs. What a gimmick, to make the
consumer think that

Effective Customer Relationship Management
The Hong Kong Polytechnic University School of Hotel and Tourism Management HTM3129
Lodging Management Lecturer & Tutor: Dr. Deniz KUCUKUSTA
Group Project Title: Effective Customer Relationship Management–Customer Loyalty Program
Class Group: Thursday, SEM004 16:30–17:30 Group Member: Leung Mei Wun, May (10626919D)
Ngan Ho Shan, Iris (10571756D) Poon Wing Lam, Yvonne (10627025D) Wan Wing Tung, Yuki
(10542306D) Wu Kit Wing Ophelia (10504166D)
Date of submission: Total no. of words:
2nd December, 2010 3,491 words
1
Content Introduction & Background Objectives Importance of Effective Customer Relationship
Management Why Hilton? Criteria of Effective Customer Relationship Program Case Study–Hilton
Hotels    About HHonours ... Show more content on Helpwriting.net ...
Successful CRM is crucial in maintaining the business so that partner companies would keep the
strong cooperation bond and alliance. For instance, hotel reward points for air ticket programme
would require both hotel and air company to work together for planning and development. Thirdly,
effective customer relationship management smoothens daily operation. The speed of transaction
with linkage to loyalty reward schemes will be fastened if an effective system is developed. This
could easily track customers' data, preferences, any record that is needed once loyal guests return.
Entire staff would be able to know the way to serve particular guests without further question. This
enhances customer satisfaction and establishes a stronger commitment between the company and
customers.
4
Why Hilton? Unlike hotels which usually adopt either Points and Rewards system, the loyalty
programme in Hilton is more comprehensive and personalized. It launches the programme –
MyWay Specials, which covers most of the loyalty system discovered in hotel industry, and offer the
most flexible choices to their members. Hilton strives to be the best role model of the industry by
offering HHonour guests with programmes for various brands, targeting different types of travelers

with their own interests. Within these programmes, travellers can make their own choice and select
their preferences, which ultimately attracts. Hilton HHonours programme is available within the 10
Hilton

Case Study : Hilton Hhonours Worldwide Loyalty Wars
Justin Bryant
Case 14
Hilton HHonours Worldwide: Loyalty Wars "Hotel Raise the Ante in Business–Travel Game." This
was the headline in The Wall Street Journal that raised a predicament for the head of Hiton HHonors
Jeff Diskin. Hilton is one of the largest hotel chains internationally that has been a large access
known for their guest reward program to keep their customers happy and wanting to come back.
When Starwood Hotels and Resorts Worldwide Inc., a large competitor, unveiled an aggressive
frequent–guest program to attract more business travelers to their hotels using a 50 million dollar
budget, alarms went off inside the Hilton Corporation's head. Jeff Diskin shared a quote that
displayed his concern for the competitor's advancement; "These guys are raising their costs, they're
probably raising mine too. They are reducing the cost–effectiveness of the industry's most important
marketing tool by deficit spending against their program. Loyalty programs have been at the core of
how we attract and retain our best customers for ever a decade. But they are only as cost–effective
as our competitors let them be." The business traveler market is one third of Hilton's overall guests.
The Hilton brand was controlled by two unrelated programs, Hilton Hotels Corporation (HHC)
stationed in Beverley Hills California, and Hilton International (HIC) established in London,
England. In 1997, the two corporations unified to Hilton Worldwide. By merging into one, the
companies

Brand Loyalty, Service Quality And Satisfaction
Recent studies focused on loyalty concept in services sector. Brand loyalty is receiving great deal of
attention in telecommunication sector. So there is a need of introducing comprehensive brand
loyalty model. This study attempts to provide a broad view of brand loyalty by proposing a model
and testing its potential antecedents.
The antecedents included in the research are service quality, satisfaction, trust and commitment.A
pilot and main study was conducted to test the hypotheses. A sample of 475 customers of cellular
network providers was selected. The results depict that in mobile phone network market, service
quality is considered as most important factor of brand loyalty. An indirect positive relationship of
service quality and satisfaction to brand loyalty has also been affirmed. As customer retention is
critical for strategists in dynamic world of telecommunication sector. So it is important for operators
to devise well–structured customer loyalty programs for protecting the customers' base line.
Key Words: Brand loyalty, services sector, service quality, satisfaction, trust, commitment,
telecommunications. Introduction
Over the past four decades brand loyalty has been recognized as a focal point of marketing
literatures and for practitioners. It is considered as a contributor to build and maintain brand equity
(Aaker, 1991). Some sophisticated analyses suggest that brand loyalty reduces further marketing
efforts and cost. Statistics show that it costs 6 times less

Customer Loyalty in Retail Sector
Role of Customer Loyalty Programs in the Retailing Sector Executive Summary: Customer loyalty
schemes (or programs) are explicit efforts by the retailers in different formats to gain the long term
patronage from the customers. Loyalty schemes are designed and developed for variety of reasons:
to reward the loyal customers, to generate more information about the customer behaviour, buying
patterns. It also helps to influence consumer behaviour, and as defensive measure to combat a
competing scheme. The purpose of this study is to describe the objectives of the loyalty schemes,
the origin its evolution over the years, the important aspects of its implementation and strategic
approaches to maximise the impact. This will also focus on the ... Show more content on
Helpwriting.net ...
A response from the customer to come back and repeatedly use the product or service is a definite
indicator of the customer to be loyal. Through loyalty programmes companies therefore can track
the behaviour of customer, and trends of his activities over a period of time. It can lead to customer
behaviour where customers can book earlier, stay longer, do vacationing more often, and earn
reward points for this behaviour with the brand. So loyalty programmes provide an opportunity to
learn about the customer's preferences, and expectations. Customers tend to be loyal only when they
can identify their values matching with those of the brand. This leads to brand association from the
customer's with the company's logo, brand. Eyeballs Buyers Loyalty Action Performance
Consideration Awareness There are five types of the consumer behaviour which have been measured
over particular period of time span: the percentage of consumers buying a brand, number of
purchases per buyer, the percentage who continue to buy the brand repeatedly, the 100% loyal
customers and the segment of population who buy other brands. Polygamous Loyalty: This is a
theory which is for the stationary markets, customer loyalty is divided into number of brands. The
long run propensities to buy a particular brand for a customer now a days is very less the primary
reason being the choice of too many brands in the same sector. So polygamous loyalty is actually

Positive And Negative Factors Of Brand Loyalty: Influence...
To fully understand how brand loyalty influences customer purchasing you need to first understand
what brand loyalty is as well as the positive and negative factors that influence the consumer
purchasing behavior from an academic point of view.
Brand loyalty is when customer purchasing behavior is repetitive and customers become committed
to a certain brand over a long period. Customers can become loyal to a type of brand regardless of
pricing and other factors contributing to the success of a business such as location and convenience.
Businesses use loyalty programs such as loyalty rewards programs to encourage loyal customers.
It is important for a business to have brand loyalty because the main focus of brand loyalty is trying
to get the ... Show more content on Helpwriting.net ...
Nostalgia also plays a role in customer purchasing behaviour because if a business provides a
product or advertises their product in a way that the customer can relate to a childhood memory then
the customer is most likely going to create a long lasting relationship with that business creating a
long term brand loyalty.
Businesses making referece to childhood fashions and fads of the consumers are always well–
received, especially in the sense of social media. If the business has a long–term history with their
target market, then it is best that they use it to their advantage. Businesses should experiment with
different branding and marketing campaigns that appeal to their consumers' demographics and by
using nostalgia it promotes a sense of kindship, (Foster, 2016)
Customers buy what they know, they buy same brands as their parents bought when they were little
or same brands people they trust bought because they know and trust them and they know what to
expect, (Rousseau & Venter,

Brand Loyalty : Brand And Product
Brand loyalty occurs in every service brand or product and creates a desirability around the brand in
the consumer's eyes to invite them to want to make repeat purchases. Always turning to that brand to
satisfy a need trying to be fulfilled. Whether it's a product or service that is used or a product that is
consumed brand loyalty exists, Brand loyalty is built on the basis of every interaction a customer
has with your service. The key to brand loyalty is to always meet or surpass expectations with every
customer encounter.
When customers become loyal, they are not only buying your product or service, they become
emotionally attached to your brand. They may mention your brand to their friends and family
endorsing your brand through word ... Show more content on Helpwriting.net ...
It's important to communicate to your customers your company's mission so it is clear what sets you
apart from your competitors. Target your customers to think of your brand as a living, breathing
person they can trust. They need to know that your brand is the one they should turn to when faced
with a dozen choices. Offer your customers a dependable, completely trustworthy choice that will
never disappoint. Find out what your customers are desiring to feel and make your brand help them
feel ("How to build a brand" .www.wikihow.com. N/P. N/P. November 28, 2015). A slogan or a
motto will help customers become familiar and connect with your brand. The words should be
closely affiliated with your mission statement, and unforgettable for people to repeat to each other
and recognize it. Designing a great logo will also be useful to help embed your brand in your
customer 's mind. When someone sees a check mark, they think Nike. Your logo must be well
designed and the colors must represent your brand. These colors will be used as often as possible on
advertising materials to help propel your brand. You want your branding to be easily recognized and
quickly remembered. The best way to do this is to be unique but also to be simple ("How to build a
brand" .www.wikihow.com. N/P. N/P. November 28, 2015). Communicating the importance of your
brand to your

The Brand Of Brand Loyalty
Furthermore, the publication suggests that the brand loyalty is correlated with market share. So, the
bigger the company is, the more loyalty among its customers. And, this is true because the more
people get to know the company, its services, and its products, the more brand identity it will form
among current customers. Also, large companies benefit from having more loyal customers because
they engage in word–of–mouth activities which can potentially attract more customers. So, there are
many ways in which a company can increase their loyalty levels. But, when it comes to increasing
market share, a better way could involve the increase in revenues among consumers. This can be
done by opening more stores, offering products online, and by offering volume discounts. And, as a
result, the company may be able to increase revenues and potentially increase its market share.
Eventually, it could lead to an increase in the amount of loyal customers overall. Moreover, it can be
said that loyalty programs and other related marketing activities can only make a difference in the
long–run because the result are hardly noticeable in the short–run due to the fact that it takes time
for a buyer to become an actual loyal customer.
When it comes to developing a well–designed loyalty program, marketers should take into account
the value being offered to consumers with respect to the prices of the products. This means that a
company should offer reasonable rewards to the customers after they

Essay Loyalty Program and File Import Node
MKTG5963
Individual Exercise 1 (10 Points) – You must do it alone (it is not a group activity)
Data set is on D2L with the exercise
Exercise Description:
Initial Data Exploration * A supermarket is offering a new line of organic products. The
supermarket's management wants to determine which customers are likely to purchase these
products. * The supermarket has a customer loyalty program. As an initial buyer incentive plan, the
supermarket provided coupons for the organic products to all of their loyalty program participants
and collected data that includes whether or not these customers purchased any of the organic
products. * The ORGANICS data set has 13 variables and over 22,000 observations. The variables
in the data ... Show more content on Helpwriting.net ...
Point out any mismatch in your answer. (1 Point) d. Fix as needed (by clicking on role or level) any
mismatch in the roles or measurement levels of variables in the above step. e. Continue with adding
data source. Do not use decision processing step in the data source wizard. In the final step use data
set role as Raw. f. Right–click on the data in the project panel and select Explore. Make sure you set
sampling method to random and sample size to Max in sample properties. Scroll and take a look at
the first 26 observations. Which variables seem to have missing values in the first 26 observations?
Also, show a screenshot of at least first 26 observations. (1 Point) g. Instead of exploring data from
the project panel, you will now do it from the diagram. Make sure you set sampling method to
random and sample size to Max. in the options > preferences. Drag the data to the diagram. Then,
right–click on the data source in the diagram. Choose edit variables. In the pop–up box, select any
variable you want to explore and then click on the Explore button. 1) Select TargetBuy. Create a
frequency histogram for the variable TargetBuy. Make sure the vertical axis is percentages and you
display the percentage values in the histogram (hint: right–click on the graph...). Turn–in a copy of
the histogram as a part of your deliverable. (1.5 Points) 2) Create a frequency

What Are The Factors That Affect Brand Loyalty?
Brand Loyalty And The Factors That Affect It: A Study Of Dangote Sugar Refinery
BY
BALOGUN SHERIFF
ABSTRACT
The purpose of this research is to investigate the idea of choice in a marketing context, if there is
such a thing as a choice and if so, what does the idea of loyalty amount to in terms of suspended will
by way of instilling into a consumer the sense of loyalty towards a brand, a product or a service and
the factors that are responsible for brand loyalty especially in the Nigerian Sugar Refineries.
Previous research had shown that product quality has an effect on brand loyalty but there is still little
or no literature discussing the extent to which product quality influences brand loyalty and none of
the product quality models adopted for the Nigerian market. The qualitative and quantitative
research methods were used; interviews were conducted on four Dangote Sugar Refineries
personnel ... Show more content on Helpwriting.net ...
The research results showed that product quality was not the strongest factor that led to brand
loyalty but market inertia and that product quality was more likely to lead

Impact Of Brand Loyalty
The impact of Brand Loyalty on Consumer preferences By Muhammad Faizan EP–110253
ABSTRACTS: This research investigates the impact of Brand Loyalty on consumer preference.
Independent Variables selected for this research were Brand Image, Brand quality, Brand perception
to explore the impact of these independent variables on Consumer preference (Dependent variable).
For this purpose, Primary research has been conducted. The questionnaire survey for this research
study was administered among the population mainly at the different Universities. For this research
study, a sample size of 250 respondents has been taken into consideration. University students
constitute the sample for this research study using random sampling (non–probabilistic) used as a
sampling ... Show more content on Helpwriting.net ...
Brand loyalty is a competitive advantage for the brands. Brand loyalty is found to have a positive
influence on the performance of the product. it is known to increase the financial benefits associated
with the product. brand loyalty has a positive and direct relation with the financial performance of
the company. The revenue generated from a product increases. When a customer buys a product and
product satisfies the consumer need, the customer become satisfied. The satisfactory post purchase
behavior of a consumer propels the consumer for buying a product again and again. This
repurchasing behavior of a consumer increases the sales of a product and ultimately increases the
revenue of a product. The financial performance of a product enhances as the revenue increases, the
profitability of the product also increases. Brand loyalty sticks consumer to a brand and does not
switch to other

The American Express Launched A Coalition Loyalty Program
Background
In May '15 American Express launched a Coalition loyalty program called Plenti. Members of Plenti
can earn and redeem points by shopping at participating merchants (e.g., Exxon, Macys, Rite Aid
and ATT.) The biggest challenge in launching the program was signing up merchants and building
an economic case for shifting away from proprietary programs.
As part of efforts, we were in negotiations with Rite Aid to join the program. Under their old loyalty
program (Wellness+), Rite Aid issued reward dollars (+UPs).The dollars could be used for purchase
within their store over next 2 weeks while in Plenti the points (1 point = 1 cent) are valid for 3 years
and can be redeemed at any participating merchant. Rite Aid was concerned that if ... Show more
content on Helpwriting.net ...
One option was to guarantee dollar value of points redeemed at Rite Aid However, in their old
loyalty program, all points were redeemed in their stores, so the guarantee had to be equal to their
point issuance. Rite Aid was planning to issue $75M worth of points so the proposal represented a
large risk.
Alternatively, we could have offered them exit rights linked with in–store redemptions but that
would have created an uncertainty and would have been against spirit of coalition.
We finally proposed ratio of points redeemed at Rite Aid to Rite Aid issued points redeemed at other
sponsors would always be greater than 1. The ratio implied on Cash flow basis the program will be
neutral for Rite Aid. The proposal guarded us against slow adaptation and penalized only if
redemptions at Rite Aid were lower than other sponsors.
We did not have any data to inform the metrics. Even though we were confident about meeting the
metrics in the long term as Plenti envisioned signing "earn only partners" (where customers will
earn points, but will not redeem them) but in the short term it was a challenge to estimate it.
The proposed guarantee had two major drivers, firstly, how many Rite Aid issued points will be
redeemed in each year and secondly how many Rite Aid issued points would be redeemed at Rite
Aid vs. other merchants.
We used data from international loyalty programs (Nectar, Air miles) and estimated 80% of the
points

Loyalty And Loyalty

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