The influence of the type of gratification of the loyalty card on customer satisfaction in the retail sector in Cameroon
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TexteLangue : français Détails de publication : 2021.
Sujet(s) : Ressources en ligne : Abrégé : The purpose of this research is to analyze the influence of five perceived benefits of the loyalty card on customer satisfaction. The originality of this research lies first of all in the new context of loyalty programs. In this research, we consider the benefits of loyalty cards as determinants explaining customer satisfaction. The methodology used in this research is quantitative. Thus, based on analyzed survey data, we confirm the positive influence of four benefits on customer satisfaction. Unlike past research, the results highlight the non-contribution of monetary benefit to customer satisfaction.
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The purpose of this research is to analyze the influence of five perceived benefits of the loyalty card on customer satisfaction. The originality of this research lies first of all in the new context of loyalty programs. In this research, we consider the benefits of loyalty cards as determinants explaining customer satisfaction. The methodology used in this research is quantitative. Thus, based on analyzed survey data, we confirm the positive influence of four benefits on customer satisfaction. Unlike past research, the results highlight the non-contribution of monetary benefit to customer satisfaction.
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