Customer loyalty card : ABC case study

Abstract

This project examines the customer behavior towards ABC as a Mall & more specifically the privileged card holder. The major finding of the Research is that a consistent relation exists between ABC privilege card holder & loyalty. However some customers carry the privilege card for prestige purposes, and some are frequent shoppers but refuse the idea of being members of any loyalty program. Chapter 1 introduces the major key Research questions whereas Chapter 2 offers a review of the literature on the attitude of the customer toward loyalty programs & privilege card. The methodology used is described in Chapter 3, while Chapter 4 exposes the analysis of the main results. The final Chapter consists of the findings and major recommendations.