Consumer Perception towards Loyalty Card Programs - A Study of Indian Consumers

Ms. Swati Singh ., Dr. Sapna Rakesh .


In the environment of cut-throat competition marketers are showing interest in customer loyalty programs. Loyalty programs have become one of the most critical means by which companies manage their customer relationships. Customer loyalty is one of the major objective of the marketing efforts. In the present competitive scenario making customers loyal is a tough nut to crack.Indian retailers are using loyalty card programs to win customers. Loyalty programs are not panacea to ensure the profitability, consumer perception towards loyalty program plays a crucial role in the success of the program. This research would attempt to find out the consumers perception towards Loyalty card programs and apply the empirical analysis to test the difference in perception of male and female customers.


Loyalty, Loyalty Program, Consumer Perception, Retailing.

Full Text:



Goodwin, R. and Ball, B. (2003) ‘What marketing wants the CEO to know’, Marketing Management, Vol. 12, No. 5, pp. 18–24.

Reichheld FF (1996). “The Loyalty Effect”, Harvard Business School Press, Boston

Dick , A . S . and Basu , K . ( 1994 ) ‘ Customer loyalty: Towards an integrated conceptual framework ’ , Journal of the Academy of Marketing Science , Vol. 22 , No. 2 , pp. 99 – 113

UNCLES, Mark D., Grahame R. DOWLING and Kathy HAMMOND (2003), “Customer Loyalty and Customer Loyalty Programs”, Journal of Consumer Merketing, Vo.20, No.4, pp.294-316

WAARDEN, Lars Meyer (2008), “The Influence of Loyalty Program Membership on Customer Purchase Behaviour” European Journal of Marketing, Vol.42, No.1/2 pp.87-114.

Zhang, P., & von Dran, G. M. (2000) 'Satisfiers And Dissatisfiers: A Two-Factor Model For Website Design And Evaluation,” Journal of the American Society for Information Science,(51:14), 2000, pp.1253-1268.

Kim CK, Han D, Park S (2001). “The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification”, Japanese Psychol. Res., 43(4): 195–206.

Kopalle, Praveen and Scott A. Neslin. 2003. The economic viability of frequency reward programs in a strategic competitive environment. Review of Marketing Science. 1 (1), Accessed at on November 21, 2006.

Karolefski, John. 2002b. “Hitting the Target,” Supermarket News, November 4, 2002.

Buchanan, R. & Gillies, C. (1990). “Value Managed Relationships: The Key To Customer Retention and Profitability,” European Management Journal, Vol. 8, No. 4, p. 523-526.

Kotler, P. (2003). Marketing Management, 11 th edition. Upper Saddle River, NJ: Prentice Hall.

Reichheld, F. & Sasser, W. (1990). “The Hidden Advantages of Customer Retention,” Journal of Retail Banking, Vol. 12, No. 4, p. 19-2.

Dowling, Grahame R., and Mark Uncles (1997), “Do Customer Loyalty Programs Really Work?” Sloan Management Review, 38 (Summer), 71-82

Mauri, C. (2003) “Card Loyalty: A New Issue in Grocery Retailing.” Journal of Retailing and Consumer Services, pp. 13-25.

Leenheer, J. Do Loyalty Programmes Really Enhance Behavioral Loyalty? an Empirical Analysis Accounting for Self-Selecting Members / J. Leenheer, H. J. van Heerde, T.H.A. Bijmolt, A. Smidts // ERIM Report Series Reference No. ERS-2006-076-MKT. Prieiga per internetą:

Bitner, M.J. (1990) ‘Evaluating the service encounters: The effects of physical surrounding and employee reactions’, Journal of Marketing, 54:2, 69-82.

Vyas .R. (2008) “A Study of Customers’ Perception of Cross Selling: Using A Grounded Theory Approach” IIMB Management Review, June

Zeithaml, V.A. (1988) ‘Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence’, Journal of Marketing, 52:3, 2-20.

Dretske, F. (1990). Seeing, believing, and knowing. In D. Osherson, S.M. Kosslyn, & J. Hollerback (Eds.), Visual Cognition and Action: An Invitation to Cognitive Science (pp. 129-148). Cambridge, Massachusetts: MIT Press.

Lichtenstein, D R, Ridgway N M, and Netemeyer R G, (1993),‘Price Perceptions and Consumer Shopping Behaviour: A Field Study’, Journal of Marketing Research, Vol 30, No 2, pp 235- 245.

Krishna, A, Currim I S, and Shoemaker R W, (1991), ‘Consumer Perceptions of Promotional Activity’, Journal of Marketing, Vol 55, No 2, pp 4-16.


  • There are currently no refbacks.

Editorial Office:

Educational Research Multimedia & Publications,
S.N. 21, Plot No 24, Mirza Ghalib Road Malegaon Nasik,
Maharashtra India - 423203.
+919764558895 (whatsapp),,

Copyrights © 2010-2020 - ERM Publications, India     

This work is licensed under