- 期刊
Customer Loyalty Programs in Shopping Malls
摘要
Membership system is becoming ubiquitous in retailing, especially in shopping malls. Managers in marketing department are desperately designing diverse customer loyalty programs in order to augment profitability by attracting new customers to consume or increasing the number of repeated purchase. In this paper, the fundamental problem is whether customer loyalty programs in shopping malls can make customers become more loyal or no influence on customer loyalty. The proposed method to solve the problem is by questionnaire and interview. We collect over 400 survey results from customers in mainland China and then we analyze them by using data analysis tool. At the same time, we interview some of customers in shopping malls randomly. The results show that customer loyalty programs have certain impact on customer behavior. Discounts, convenience and corporate cultural recognition are top three factors which have influence for customers in choosing which shopping mall to buy. Furthermore, some customers interviewed mention that the most efficient for a loyalty program is customerization according to customers needs.