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Parashar, Anirudh (2025) Assessing the Effectiveness of Loyalty Programmes in Retaining Customers: A Survey-Based Approach. Masters thesis, Dublin, National College of Ireland.
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Abstract
This paper focuses on analyzing the success rates of loyalty programs in both of the following sectors in the Irish market, Tesco and Burger King in retail grocery and fast food, respectively. The research uses a quantitative method where 120 participants are used in a survey-based study to determine the relationship between customer satisfaction, purchasing behavior, customer retention and the actions of loyalty schemes. The results indicate that the loyalty programs indeed affect customer retention in a moderate but significant way; Tesco Clubcard can be applied as a more successful program because it is involved in the habitual customer shopping patterns. It was behavioral encouragement, not transaction satisfaction alone, that was the best predictor of customer retention and Relationship Marketing Theory is also correct to focus on the emotional and motivational influences.
Even though both programs achieved high levels of customer satisfaction, customer satisfaction was not strongly related to loyalty, and this contradicts the comprehensiveness of the emphasis on perceived value, which is postulated by the Social Exchange Theory. Much of the non-loyalty purchase behavior can also be articulated by significant outside influences (i.e. brand identity and competitive promotions). The research emphasizes that loyalty programs should integrate the emotional appeal, personalization, and ease as a way of turning satisfaction into long-lasting commitment. Sample size and possible response biases should be mentioned as limitations, so that generalizations might be done rather carefully. It should also focus on further research of more diverse and larger samples, better data-driven and experiential loyalty propositions to maximize retention on a cross-sectorial basis.
| Item Type: | Thesis (Masters) |
|---|---|
| Supervisors: | Name Email McElherron, Lynda UNSPECIFIED |
| Subjects: | T Technology > T Technology (General) H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing |
| Divisions: | School of Business (- 2025) > Master of Science in Marketing |
| Depositing User: | Ciara O'Brien |
| Date Deposited: | 14 Feb 2026 12:04 |
| Last Modified: | 14 Feb 2026 12:04 |
| URI: | https://norma.ncirl.ie/id/eprint/9145 |
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