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The importance of loyalty card days: A study on Malaysian customers

Jan, Muhammad Tahir and de Jager, Johan (2017) The importance of loyalty card days: A study on Malaysian customers. Actual Problems of Economics, 8 (194). pp. 30-38. ISSN 1993-6788

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The purpose of this research is to investigate significance and effectiveness of Loyalty Card’s Day in Malaysia as one of the marketing strategies from the perspectives of customers that have the necessary purchasing power. This study is performed by using two techniques: the first one is by reviewing previous studies and literature reviews on the effectiveness of Loyalty Card itself and the significant of Loyalty Card’s Day, whereas the second technique was conducting a survey by distributing questionnaires to the sample of 210 customers. The main results were: half of the respondents have 1-3 loyalty cards. Vast majority of the respondents are well aware of what loyalty cards imply. Over half of the respondents prefer discounts as benefit on their loyalty cards. However, people are more interested in stores which provide high quality products, good customer service and reputation as compared to having a discount on loyalty card’s day.

Item Type: Article (Journal)
Additional Information: 6828/58109
Uncontrolled Keywords: loyalty cards day; Malaysia; discount; customer satisfaction
Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Business Administration
Depositing User: Dr Muhammad Tahir Jan
Date Deposited: 22 Aug 2017 10:03
Last Modified: 06 Nov 2017 01:30
URI: http://irep.iium.edu.my/id/eprint/58109

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