Loyalty Programme

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ACKNOWLEDGEMENT
Through this acknowledgment, we would like to express our sincere gratitude to all those people who have been associated with this research assignment and have helped us with it and made it a worthwhile experience. 

Firstly, we express our heartily thanks to Prof.KingshukBhadury who gave us this opportunity to learn the different aspects of Services Marketing in a practical approach and guided us and gave us valuable suggestions regarding the project. We would also like to extend our thanks to the various people such as executives and customers who have shared their opinions and experiences through which we received the required information crucial for our inferences and report.  This study would not have been as success without the knowledgeable inputs we received from all our respondents. Sincere thanks to all of them.

CONTENT
PARTICULARS| PAGE NO.|
INTRODUCTION| 05-09|
SYNOPSIS| 10|
LITERATURE REVIEW| 11-12|
RESEARCH METHODOLOGY| 13|
RESULTS| 14-32|
CONCLUSION & RECCOMENDATION| 33-34|
BIBLIOGRAPHY| 35|
APPENDICES| 36-39|
DIARY ENTRY| ANNEXURES ATTACHED|

LIST OF TABLES
TABLE| PAGE NO.|
EXECUTIVE-Q1| 14|
EXECUTIVE-Q2| 16|
EXECUTIVE-Q3| 17|
EXECUTIVE-Q4| 18|
EXECUTIVE-Q5| 19|
EXECUTIVE-Q6| 20|
EXECUTIVE-Q7| 21|
EXECUTIVE-Q8| 22|
EXECUTIVE-Q9| 23|
CUSTOMER- Q1| 24|
CUSTOMER- Q2| 25|
CUSTOMER- Q3| 26|
CUSTOMER- Q4| 27|
CUSTOMER- Q5| 28|
CUSTOMER- Q6| 29|
CUSTOMER- Q7| 30|
CUSTOMER- Q8| 31|
CUSTOMER- Q9| 32|

LIST OF FIGURES
FIGURES| PAGE NO.|
EXECUTIVE-Q1| 15|
EXECUTIVE-Q2| 16|
EXECUTIVE-Q3| 17|
EXECUTIVE-Q4| 18|
EXECUTIVE-Q5| 19|
EXECUTIVE-Q6| 20|
EXECUTIVE-Q7| 21|
EXECUTIVE-Q8| 22|
EXECUTIVE-Q9| 23|
CUSTOMER- Q1| 24|
CUSTOMER- Q2| 25|
CUSTOMER- Q3| 26|
CUSTOMER- Q4| 27|
CUSTOMER- Q5| 28|
CUSTOMER- Q6| 29|
CUSTOMER- Q7| 30|
CUSTOMER- Q8| 31|
CUSTOMER- Q9| 32|

Introduction
A Customer loyalty program is based on a simple premise as you develop stronger relationships with your best customers; they stay with you longer and become more profitable. Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior – behavior which is potentially beneficial to the firm. In marketing generally and in retailing more specifically, a loyalty card, rewards card, points card, advantage card, or club card is a plastic or paper card, visually similar to a credit card or debit card, that identifies the card holder as a member in a loyalty program.[2] Loyalty cards are a system of the loyalty business model. In the United Kingdom it is typically called a loyalty card, in Canada a rewards card or a points card, and in the United States either a discount card, a club card or a rewards card. Cards typically have a barcode or magstripe that can be easily scanned, and some are even chip cards. Small keyring cards (also known as keytags) which serve as key fobs are often used for convenience in carrying and ease of access. By presenting the card, the purchaser is typically entitled to either a discount on the current purchase, or an allotment of points that can be used for future purchases. Hence, the card is the visible means of implementing a type of what economists call a two-part tariff. Application forms usually entail agreements by the store concerning customer privacy, typically non-disclosure (by the store) of non-aggregate dataabout customers. The store uses aggregate data internally (and sometimes externally) as part of its marketing research. These cards can be used to determine, for example, a given customer's favorite brand of beer, or whether he or she is a vegetarian. Where a customer has provided sufficient identifying information, the loyalty card may also be used to access such information to expedite verification during receipt of cheques or dispensing...
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