A Study Concerning the Effectiveness of Customer Loyalty Programmes used by Indian Retail Brands

Retailers must devise particular strategies to keep their businesses afloat when customer behaviour shifts. Some merchants utilize a loyalty programme as a marketing tool, providing repeat customers with additional incentives. This study aims to see how the loyalty programme affects store loyalty and how satisfied customers are with the programme. The information was gathered from 420 people who filled out questionnaires. The findings showed that loyalty programmes had a considerable impact on loyalty programme satisfaction. Store loyalty was significantly influenced by satisfaction with reward programmes. The loyalty programme has nothing to do with storing faith. The efficacy of a loyalty programme on store loyalty mediates satisfaction with the programme. The study emphasizes the vital role of reward programme satisfaction in closing the loyalty gap between loyalty programmes and shop loyalty. The store should boost the uniqueness and attraction of the programme to generate a loyal consumers. Customer retention will be improved by providing a valued and appealing reward. Ms. Mantasha Rashid | Er. Bijendra Kumar Pushkar "A Study Concerning the Effectiveness of Customer Loyalty Programmes used by Indian Retail Brands" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-6 | Issue-4 , June 2022, URL: https://www.ijtsrd.com/papers/ijtsrd50129.pdf Paper URL: https://www.ijtsrd.com/management/marketing/50129/a-study-concerning-the-effectiveness-of-customer-loyalty-programmes-used-by-indian-retail-brands/ms-mantasha-rashid