AN APPRAISAL OF DIGITAL LOYALTY PROGRAMS ON REPEAT PURCHASE BEHAVIOR: A CASE STUDY OF AN ONLINE BOOKSTORE IN ABUJA.
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Background of the study:
Digital loyalty programs have emerged as a strategic tool for enhancing customer retention and encouraging repeat purchases in the online retail space. Online bookstores in Abuja are increasingly implementing these programs to reward frequent customers through points, discounts, and exclusive offers. This study examines the effectiveness of digital loyalty programs in driving repeat purchase behavior by analyzing consumer engagement, redemption rates, and overall customer satisfaction (Umeh, 2023). By leveraging data analytics, these programs are tailored to individual buying habits, thereby increasing their relevance and impact (Adedoyin, 2024). However, issues such as program complexity, perceived value, and ease of use can influence consumer participation. The research aims to critically evaluate how digital loyalty initiatives affect consumer behavior and identify best practices to maximize their effectiveness in fostering long-term customer relationships (Eze, 2025).
Statement of the problem:
Despite the growing adoption of digital loyalty programs, online bookstores in Abuja face challenges in achieving consistent repeat purchase behavior. Complex program structures, low perceived rewards, and technological barriers often result in low participation rates and customer disengagement (Umeh, 2023). Additionally, the inability to seamlessly integrate loyalty data with customer profiles complicates efforts to personalize rewards. These issues hinder the ability of online bookstores to build sustained customer relationships and maximize lifetime value, necessitating an in-depth analysis of the program’s design and execution (Adedoyin, 2024).
Objectives of the study:
To evaluate the impact of digital loyalty programs on repeat purchase behavior.
To identify challenges in implementing effective loyalty programs.
To propose improvements for enhancing customer retention.
Research questions:
How do digital loyalty programs influence repeat purchase behavior?
What challenges affect consumer participation in loyalty programs?
What strategies can improve the effectiveness of digital loyalty initiatives?
Significance of the study:
This study is significant as it provides insights into optimizing digital loyalty programs to enhance customer retention. The findings will help online bookstores in Abuja design more effective loyalty strategies, ultimately driving repeat purchases and improving customer lifetime value (Eze, 2025).
Scope and limitations of the study:
The study is limited to assessing digital loyalty programs for repeat purchase behavior in an online bookstore in Abuja, Nigeria, focusing solely on loyalty program dynamics.
Definitions of terms:
Digital Loyalty Programs: Reward systems implemented through digital platforms to encourage repeat purchases.
Repeat Purchase Behavior: The tendency of consumers to buy a product or service repeatedly.
Online Bookstore: An e-commerce platform specializing in the sale of books.
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