Customer Relationship Management : The Effectiveness Of Retail Stores Customer Loyalty Program In Malaysia

M. Rajan, Loganthiran (2017) Customer Relationship Management : The Effectiveness Of Retail Stores Customer Loyalty Program In Malaysia. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Customer Relationship Management ; The Effectiveness Of Retail Stores Customer Loyalty Program In Malaysia.pdf - Submitted Version Download (290kB)

Abstract

Customer Relationship Management is one of the most important tools used by firms in maintaining long term relationship with customers. Loyalty program has become one of CRM activities that offered to customers to enhance repeated buying and foster loyalty to a firm. Moreover, customers are easily attracted to the rewards being offered through loyalty programs. For that reason, this study was conducted to investigate the effectiveness of retail stores customer loyalty program by various types of rewards that offered through loyalty programs. The data for this study was collected using questionnaires from 392 respondents in Southern Malaysia (Selangor, Kuala Lumpur, Melaka). The collected data was analysed and discussed. The results showed 3 type of rewards; direct and indirect rewards, monetary and non-monetary rewards, necessary and luxury rewards were significant influence on the effectiveness of the retail stores loyalty program while immediate and delayed rewards was not significant. The outcomes of the study will be a new insight in restructuring the existing loyalty program in retail stores. The restructuring of loyalty program in the aspect of rewards will increase the satisfaction to customer that enhances loyalty.

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