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Agenda Business Journal
Volume no. 11 | 2018/11 Issue no. 1
Title
EFFECTS OF CUSTOMER LOYALTY CARD TO CONSUMER BUYING BEHAVIOR OF SELECTED RETAIL STORES IN BATANGAS CITY
Author
Magpile, Christine Joy D., Rodriguez, Kim Camille L., and Gualberto, Clea Rose Bee D.
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Cited: 5
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Abstract
The research aimed to establish the effects of customer loyalty card to the consumer buying behavior of selected retails stores in Batangas City. The researchers gathered information from three retail stores operating in Batangas City namely Puregold, Citimart and SM Supermarket/ SM Hypermarket. They used descriptive method in analyzing the data gathered. The study revealed that customers tend to increase their purchase from a particular store because of the benefits of loyalty card especially the discount. They were also able to conclude that the loyalty card influences the customers’ decision on where to make their purchase. Lastly, they were able to conclude that there is significant relationship relative to the effects of customer loyalty card to consumer buying behavior. Based on these findings, the retailers may continue using loyalty program to attract new customers and retain the existing ones. Retailers may continuously improve the existing benefits of loyalty card to attract more customers.
Keywords
customer loyalty, consumer buying behavior, retails stores, Batangas City
References
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