Investigation into the expectations & motivations behind customer loyalty programs in Pakistan

Usman Shahid, 01-221122-066

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dc.contributor.author	Usman Shahid, 01-221122-066
dc.date.accessioned	2017-07-27T05:12:00Z
dc.date.available	2017-07-27T05:12:00Z
dc.date.issued	2014
dc.identifier.uri	http://hdl.handle.net/123456789/3046
dc.description	Supervised by Mr. Zafarullah Siddiqui	en_US
dc.description.sponsorship	Nowadays the concept of loyalty schemes is emerging in the Pakistani market. Although this was introduced way back in 1991 by American Airlines, this concept is still in the initial phases of development in Pakistan. In the recessionary trends where the purchasing power in this country is deteriorating, businesses are forced to use such tactics that push the consumer to increase the purchase frequency and subsequently give more business to the organizations. There have been very few researches done to investigate the motivations and expectations of the consumer when they opt for a customer loyalty program, and none have been done in the Pakistani context. This research shall enlighten us about the consumer insight about the loyalty programs and their effectiveness, and also the underlying expectations that they have. In-depth interview shall be conducted from a sample population that would be chosen randomly from Islamabad and Rawalpindi. The main purpose of the research is to explore how much a consumer believes in the loyalty programs, how much they make use of it, and what are the expectations of the consumers from such programs. Moreover, this research will also probe into the understanding the consumers about the ways of brand building and how the loyalty programs are effective in that context. This research shall also give the flavor of degree of customer involvement in the designing of the customer loyalty programs by the organizations.	en_US
dc.language.iso	en	en_US
dc.publisher	Bahria University Islamabad Campus	en_US
dc.relation.ispartofseries	MBA;MFN 4056
dc.subject	Management Science	en_US
dc.title	Investigation into the expectations & motivations behind customer loyalty programs in Pakistan	en_US
dc.type	Thesis	en_US