An empirical analysis of the components of retailer customer loyalty Essay

An empirical analysis of the components of retailer customer truth programs - Essay Exampleks into one of the ways of capturing customer for inscription and retention for the continuous competitive advantage of a business enterprise through a retailer customer loyalty program.The concept of customer loyalty program is simple and yet complicated because of the multiple activities related to it but the goal is always the same to encourage repeat business. Often, the business enterprises or the retailers, as they are the focus of this study offer a membership club to its customers. The members are then entitled to benefits, perks, privileges, discount schemes or whatever activities and benefits that the company has seamed up exclusive to these member-customers. As the study by Fiorito, Gable and Tople statedone means of achieving loyalty, from the activities engaged in by retailers (e.g. measuring customer triumph handling complaints) to the benefits being offered (e.g. providing f inancial incentives to customers sending customers thank you notes) that contribute to maintaining a long-lasting, permanent relationship with customers (Fiorito, Gable and Tople, 2006, p 32).to determine the benefits offered to customers and activities taken by retailers whether or not they have formal customer loyalty programs, whether there are differences in the benefits/activities of retailers with and without formal loyalty programs whether specific benefits/activities of retailers can predict whether or not they have formal loyalty programs (Fiorito, Gable and Tople, 2006, p 32).It also wanted to know the evaluation of the existing customer loyalty programs by its perceived victory through meeting the enterprises expectations and increase in sales and if the program will be implemented continuously (2006, p 34).Thus, these are triple specific areas explored by the study. Primarily, it was aimed to know the specific benefits and activities that were designed for the customer s in line with the customer loyalty schemes even if the retailers do