A study on the influence of loyalty program membership towards customer purchase behaviour

Sapeai, Putri Nilam Baiduri (2019) A study on the influence of loyalty program membership towards customer purchase behaviour. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The importance of loyal customers and their impact on business profitability is indisputable, but it is more difficult to build customer retention than it may appear. Marketers and for that matter retailers are doing so many things to establish a strong relationship with their customer. Various strategies including loyalty schemes and discounts cards are sometimes used in an effort to retain customers and also influence their buying behaviour, but their success is questionable. This study seeks to summarize the evolution of research and current thinking as it related to the different methodological approaches for loyalty program membership to the customer purchase behaviour and to provide a discussion of future directions. The objective of this study is to determine the factor of loyalty program membership that influences customer purchase behaviour in the context of retail and franchise in Malacca. This research is conducted by using a quantitative method to identify the influence of loyalty program towards customer purchase behaviour. In this research, data collection are based on the questionnaire with a research strategy of using a survey of 384 respondents. The analysis is carrying out using the Statistical Package for Social Science (SPSS) and Microsoft Excel. The questionnaires are distributed among the customer of the local franchise in Malacca. The finding of this research shows all four variables are positively significant by using multiple linear regression analysis. As a result, the identification of the loyalty program membership influencer helps the marketing practitioners to establish effective marketing strategies to attract customers. In order to create a successful brand, the marketing manager should be more devoted to attract their customer and make brand loyalty as part of their sales strategy

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