Graduation Year

2017

Document Type

Honors Thesis

Degree Name

Bachelor of Arts

Department

Business Studies

Program or Major

Marketing

Faculty Advisor

Cary LeBlanc

Keywords

Consumer satisfaction, Customer services, Customer relations, Loyalty program models

Abstract

Customer loyalty can be described as “the result of consistently positive emotional experience, physical attribute-based satisfaction and perceived value of an experience, which includes the product or services” (Shaw & Hamilton 2015). Since 1896, loyalty programs have developed from a simple stamp redemption system to an intricate in-store and digital model. This system has become so successful because it properly engages the customer, both inside and outside the store, to build a mutually beneficial relationship between the business and the customer. Understanding customer loyalty is essential in creating a program that will provide the customer with incentives to reward their patronage while also building a personal relationship with the brand. By analyzing the various desires and interests of each generation, companies can modify their loyalty programs to their target audience and engage customers appropriately and effectively. Even Starbucks, a company that considered to be a leader in capturing customer loyalty, has areas for improvement and can make subtle changes to their program to interact more effectively with their consumer base. These programs can be implemented by any business whose goal is to generate a loyal base of customers and improve business-consumer relationships.

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