Relationship marketing: Customer’s perception of using loyalty cards
Retail companies offer range of loyalty programs to increase the number of loyal customers, although they are not sure whether loyalty programs are truly cost-effective. This research aims to identify the major factors affecting the use of loyalty cards from the customers’ perspective. A semi-structured qualitative method will be adopted.
School of Business and Law
Maboud, Mitra, "Relationship marketing: Customer’s perception of using loyalty cards" (2016). ECU Posters.