Do Customer Loyalty Programs Really Work in Chinese Coffee Retail Industry?

Hehongyi You

《Frontiers in Economics and Management》 1卷11期 (2020/11) Pp. 14-17

https://doi.org/10.6981/FEM.202011_1(11).0003

摘要

With the coffee culture became a trend in China, more coffee retail shops appear everywhere. Meanwhile, frequent loyalty programs (this paper only consider the membership is the loyalty program for the best comparison with the pure discount) are becoming ubiquitous in coffee retail industry, No doubt that the aim of firms which lunch a loyalty program is making the customers more loyal and maximizing their marketing share. So how exactly the reward system works when people join in a loyalty program, or does it even work? In this paper, we compare two particular companies (Starbucks and Luckin) and also the customers who often buy the Starbucks and join in the program or not. We use semi-structured interview with some random buyers in each shop and then make the questionnaire hand out both online and offline. After collecting and analyzing the date from questionnaire, we find that the loyalty program do not play a significant role when people choose coffee shops in China. If who running a coffee retail shop in China may emphasis on what specific target they have and what's their most concern, like price or quality.

關鍵字

Loyalty program ； Coffee retail industry ； Consumer behaviors in China

參考文獻

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