THE ROLE OF CUSTOMER LOYALTY PROGRAMS IN MEETING CUSTOMER NEEDS
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THE ROLE OF CUSTOMER LOYALTY PROGRAMS IN MEETING CUSTOMER NEEDS
This research focused on the role of customer loyalty programs in meeting customer needs, with objectives to evaluate how loyalty programs enhance customer satisfaction, assess their impact on repeat purchase behavior, and analyze their role in building brand loyalty. A survey research design was justified for its ability to gather comprehensive data from a large sample, providing detailed insights. Using Taro Yamane’s formula, a sample size of 360 respondents was selected from the retail industry in Lagos. The reliability coefficient score for the survey was 0.89, indicating strong reliability. Findings indicated that effective loyalty programs significantly enhance satisfaction, encourage repeat purchases, and build brand loyalty. Recommendations include designing and continuously refining loyalty programs to meet evolving customer needs, enhancing satisfaction and loyalty.
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