LOYALTY PROGRAMS AND THEIR EFFECTIVENESS FROM THE COMPANY POINT OF VIEW

This thesis analyzes Loyalty programmes as used by companies as marketing tool, their benefits, setbacks and effectiveness so as to determine whether Loyalty programmes do achieve the purposes for which they are created by companies for the clients. Since Loyalty programmes have become a common practice amongst businesses, this research helps us Know whether the effort spent on creating and offering such programmes yields any different gain for companies other than what they would normally get? If and where the loyalty programmes need to be evaluated in order to create the desired goal, and whether loyalty programmes really make a difference in customers' purchasing habit. The knowledge of these would go a long way to ease the managerial process for both companies and consumers.