Efficiency of Shopper Loyalty Program on Customer Satisfaction for MNC Company in India

Abstract

Purpose: The aim of this study is to examine the efficiency of shopers loyalty program for the customer satisfaction.

Theoretical framework: The purpose of the study was to evaluate the customer retention effectiveness of the US Polo Association's loyalty program. Both quantitative and qualitative methodologies were employed in the study's execution. It included surveys and interviews with the store management staff.

Design/methodology/approach:  The U.S. POLO ASSN. brand sells accessories, luggage, watches, shoes, home decor, and clothing for men, women, and children. Properties Inc. is the worldwide custodian of the Association's trademarks and symbols, with licensees in the United States, Canada, Mexico, the Caribbean, Central and South America, Asia, China, Europe, Scandinavia, Russia, and the Middle East. The Association's wholly owned subsidiary USPA Properties, Inc., oversees upholding the Association's trademarks and logos globally.

Findings: The results of the study showed that the US Polo Association's client retention plan was unsuccessful.

Research, Practical & Social implications: to improve the program's effectiveness, though, as it is currently ineffective? The store should prioritize advertising the reward program and creating more robust loyalty programs than the ones that are currently in place, according to the study's findings overall.

Originality/value: The value of the study revealed that the loyalty program of US POLO ASSOCIATION is not effective in retaining the customers and must be altered in the most suitable way to reap benefits from the loyalty program offered.