Research Paper (postgraduate) from the year 2016 in the subject Business
economics - Offline Marketing and Online Marketing, grade: A, Institute
of Computers and Business Management -School of Business Excellence,
language: English, abstract: Today, every business wants to have loyal
customers, as it knows that loyal customers provide more benefit than
non-loyal ones. Therefore, to retain their existing customers and make
them loyal, the businesses have understood the importance of customer
loyalty programs. But they are unable to develop and maintain an
appropriate loyalty program. Therefore, the aim of this study is to
understand the importance of customer loyalty application provided by
third party and to determine the various factors which influence the
decision of the merchants to select a customer loyalty application
provided by third party. To achieve the objectives, data from various
merchants was collected. The research methodology used in this research
report is quantitative in nature, where primary data was collected from
respondents using structured questionnaire. The respondents were asked
various questions, where few questions were open-ended questions, some
questions had multiple options, and the remaining questions were to be
rated on a Likert scale. The data collected was analyzed using the SPSS
tool. Two types of analysis were performed on the data: Frequency
Analysis and Factor Analysis.
