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“EXPLORING THE EFFECTIVENESS OF LOYALTY PROGRAMS IN

RETAINING CUSTOMERS IN THE CAMANAVA RETAIL SECTOR”

A Thesis Presented to the Faculty of

College of Business Administration

University of the East

Caloocan Campus

In partial fulfillment of the requirements for the degree

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION

Major in Business Management

Submitted to:

ABNER ASTERA AQUINO

Submitted by:

Ron Errol Malang

Rhein Eisma

Sharmaine Placer

Ivan Matias
Shane Sy

CHAPTER I

INTRODUCTION

Background of the Study

In the dynamic retail landscape, where options abound, companies resort to

loyalty programs to retain customers Ervin et al. (2023). This study delves deeply into

the retail industry to determine these reward programs' true, quantitative impact. Like a

friendly handshake in the shopping world, these programs offer discounts, points, and

special perks to encourage customers to stick around. But here is the big question: do

these programs create lasting loyalty, or are they just momentary attractions? This study

looks closely at real-world data, customer stories, and feedback to determine if loyalty

programs truly make a difference in keeping customers committed. The study aims to

understand the complex structure of customer relationships and determine if these

programs are the real deal or just a temporary spark.

To get to the bottom of it all, the proponents are not just talking to customers but

are also crunching the numbers. This research is all about analyzing sales data,

customer behaviors, and feedback to understand the concrete impact of loyalty


programs on customer retention. The researchers were on a mission to determine the

real impact of loyalty programs in creating enduring relationships between consumers

and their favorite retailers with the use of statistical tools and meticulous analysis.

Knowing the ins and outs of loyalty programs becomes essential for businesses trying

to deepen their relationships with customers as the retail landscape changes, and that

is precisely what the proponents want to highlight.

The 2021 study "The Impact of Customer Loyalty Program on Customer

Retention in the Retail Industry" highlighted the growing significance of customer

loyalty," conducted by Fazila Faiz and colleagues. The report indicates that companies

are working harder to keep their present customers and draw in new ones by offering

loyalty programs. The study demonstrates how businesses aim to preserve and expand

their client base through loyalty programs. The study sheds light on the continuing

discussions in this field by examining several loyalty programs and their effects on

customer retention.

This exploration, conducted as a systematic review, scrutinizes ten recently

published research articles known for their relevance. The findings categorize customer

loyalty programs in the retail sector into four main types: point system, rewarding

system, loyalty card system, and gift card system. Interestingly, the research unveils

that the reward system is the most effective among these programs. This particular

approach allows retailers to sweeten the deal by offering additional rewards based on

the loyalty levels of their customers. The study concludes that all four loyalty programs

positively correlate with customer retention, with the reward system exhibiting the

highest correlation. This insight sheds light on the nuanced dynamics. In the retail
sector customer loyalty programs, offering valuable guidance for businesses seeking to

enhance customer retention strategies.

In the research conducted by Fook et al. (2021), the efficiency of loyalty schemes

for keeping clients in the Malaysian national car sector was explored. Through a

comprehensive investigation, the research found a noteworthy benefit of loyalty

programs for keeping customers. The study, which employed a quantitative technique

and a questionnaire as a survey instrument, included 313 drivers who are citizens of

Malaysia. The study examined the mediating roles of brand association and customer

satisfaction on the link between loyalty programs and customer retention by employing

multiple mediation analyses and structural equation modeling.

Furthermore, Faiz et al. (2021) investigated the impact of customer loyalty

programs on merchants' capacity to hold onto consumers. Conducting a systematic

review of ten recently published research articles, the study identified four major

categories of retail sector customer loyalty programs: point system, rewarding system,

loyalty card system, and gift card system. The research highlighted that the reward

system emerged as the most effective type of loyalty program, allowing retailers to offer

additional rewards based on customers' loyalty levels.

Objectives of the Study

This study aims to analyze the effectiveness of loyalty to that customer in the

retailing sector, so this is study want to investigate this study:


 To quantify the effects of activities like discounts, prizes, and special benefits

to evaluate and measure the impact of loyalty programs on customer

retention in the retail industry.

 To investigate and comprehend the psychological elements—emotions,

perceptions, trust, and cultural influences—that contribute to loyalty programs'

success in keeping customers.

 To determine which aspects of loyalty programs—discounts, point-based

reward schemes, special benefits, and consumer interaction tactics, among

others—have the most influence by assessing their efficacy.

 To look at the socio-cultural elements that affect how loyalty programs are

seen and work in the retail industry, consider how social norms and cultural

influences affect customer retention tactics.

Statement of the Problem

This study aims to investigate how loyalty programs affect client retention in the

dynamic retail industry is worthwhile. This study aims to determine how loyalty

programs impact retail enterprises' customer retention rates. To delve more into this

broad matter, the study will particularly address the following questions:

1. How do loyalty programs affect the retail industry's ability to retain customers,

considering things like:

a. Rebates and special deals

b. Points-based reward systems


c. Exclusive perks and benefits

d. Customer engagement strategies

2. What part do psychological aspects play in how well loyalty programs work in the

retail industry to keep customers, considering:

a. Customer perceptions and attitudes towards loyalty programs,

b. Emotional connections and loyalty program effectiveness,

c. Trust and loyalty program engagement,

d. Influence of social and cultural factors on loyalty program impact?

3. How much do sociocultural elements affect how store loyalty programs are

perceived by customers, considering:

a. Loyalty programs

b. Consumer behavior

4. How much do loyalty programs impact retail companies' ability to retain customers?

Hypothesis

Alternative Hypothesis (H1):

In the retail industry, the existence of loyalty programs has a significant effect on

the client retention. Compared


to the non-participating customers, loyalty program participants show that it will

noticeably higher frequencies of repeat purchases and a larger propensity for persistent

involvement with the company.

Null Hypothesis (H0):

There is no significant connection between adopting loyalty programs and

customer retention in the retail industry. It entails no discernible differences in repeat

purchase behaviors and levels of engagement with the brand between customers

enrolled in loyalty programs and those who are not.

Theoretical Framework

Our research is based on Social Comparison Theory, which says people judge

themselves by looking at others. Nowadays, social media is where many of these

comparisons happen. We use the Input-Process-Output (IPO) model to understand it

better. We see social media use as what goes in (input). It includes how often teens use

it and how long they stay on it daily. Then, these inputs go through a process of

comparison. Teens compare themselves to others in different ways: looking up to

people doing better than them (upward), feeling better by comparing to those less

successful (downward), or comparing to others who are similar (lateral). Comparing the

parts is like the middle step (process). Finally, what comes out (output) is how teens feel

about themselves, like how they see themselves, value themselves, and are confident.

How teens compare themselves on social media affects how they feel about

themselves. Using this way of thinking and the IPO model, we want to understand more
about how social media use and comparison affect teens' feelings about themselves. It

can help us understand better how social media affects teens' mental health.

The significance of social comparison in influencing our self-perception and

interpersonal interactions is underscored by the research conducted by Corcoran and

associates (2022). They stress that we constantly evaluate ourselves against others,

whether it's to see how we stack up in terms of abilities or accomplishments or to

understand better who we are. Even in circumstances where the comparison does not

directly impact us, we naturally desire to compare ourselves to others. It's significant

because these parallels can evoke powerful feelings such as pride, adoration, or

jealousy, demonstrating how deeply embedded they are in our existence. For this

reason, social comparison has gained much attention in social psychology, with

scholars delving into issues such as why we compare ourselves, to whom we compare,

and how these comparisons impact our behavior.

Conceptual Framework
Figure 1. Conceptual Framework of the Study

To demonstrate the complex dynamics at work, our study uses the Input-

Process-Output (IPO) model to investigate the effectiveness of loyalty programs in the

retail industry. During the input step, we consider how retail businesses implement

loyalty programs, including their structure, design, and the kinds of customer incentives

and rewards they provide. Furthermore, we examine consumer participation measures

that reflect the initial interest and continued involvement, like enrollment rates and

frequency of program interaction. At the process stage, we investigate how users

engage with loyalty programs, including how often they purchase through the program,

how they use rewards, and how valuable they think the products are. It entails

evaluating satisfaction with the rewards obtained by contrasting the loyalty program

experience with other buying options. Finally, in the output stage, we examine
outcomes such as customer retention rates, continued patronage, brand loyalty, and

levels of customer satisfaction and advocacy. Our conceptual framework provides a

holistic understanding of how loyalty program inputs and customer engagement

processes influence various outcomes in the retail sector, shedding light on effective

strategies for fostering customer loyalty and satisfaction.

Scope and Limitations

The study is limited to gathering responses from 100 respondents who own sari-

sari stores within the CAMANAVA Area. This restriction helps obtain a focused

perspective from a specific group of retailers operating in a particular geographic region.

However, it may only capture the full diversity of experiences and opinions across some

types of retail businesses in the area. Furthermore, the results could only apply to other

areas or categories of retail enterprises this study covers.

This study especially looks at the CAMANAVA retail industry to see how loyalty

programs keep consumers returning. It explores several topics, including the kinds of

loyalty programs available, how they are implemented, and how they affect customer

retention. The study aims to shed light on how well these initiatives work in the

neighborhood retail sector to build repeat business and consumer loyalty.

Significance of the Study

Retail establishments had always look for innovative ways to keep their

customers with a happy feeling and returning. Customers who participate in loyalty
programs enjoy rewards for their regular purchases. This study examines who benefits

from these programs and how well they operate.

Firstly, determining if loyalty programs are effective helps stores know how to

keep their customers. By learning what makes these programs work, stores can

improve them. It means they can spend their money wisely and get more from their

loyalty programs.

Also, in a world with many stores, loyalty programs can help stores stand out.

When stores offer good rewards, they get new customers and keep them around for

longer. So, this study helps stores create loyalty programs that make them special so

they can do better than their competition.

Moreover, this study is helpful for businesses trying to manage relationships

with their customers. By understanding how loyalty programs keep customers, stores

can make their marketing more personal. It makes customers happier and more likely to

stick around, which means more money for the stores.

Additionally, the study isn't just good for stores. Companies that work with

stores, like suppliers or marketing agencies, can also benefit. They can use what

they learn from this study to help stores do better. By knowing what works with loyalty

programs, they can offer services that match what stores need, helping everyone

succeed.

Overall, this study is like a guidebook for stores and others involved in retail.

Showing how loyalty programs help keep customers happy and coming back helps

stores build stronger connections with their customers and stand out in a busy market.
Definition of Terms

Loyalty Programs and Retail establishments. It refers to employing unique strategies

or plans to reward and retain customers; these tactics frequently involve providing

incentives like points, discounts, or special access.

Customer retention. A company can maintain a clientele over an extended period.

Businesses use loyalty programs to ensure that customers continue to select them.

Influence. This research aims to determine the precise effects of loyalty programs on

consumers and whether they encourage customers to remain loyal to a specific retailer.

Psychological Factors. These feelings and thoughts influence how customers see and

interact with loyalty programs, like how much they trust or emotionally connect with the

program.

Discounts. When stores lower their prices for customers in loyalty programs, giving

them a financial reason to keep shopping there.

Rewards System. It is like a game within a loyalty program. Customers earn points or

benefits based on their purchases, which can lead to future discounts or even free stuff.

Exclusive Perks. The special advantages or treats only customers in loyalty programs

get make them feel special compared to other shoppers.


Customer Engagement Strategies. These are plans that stores use to get customers

actively involved in their loyalty programs, trying to make them feel a strong connection

and commitment.

Socio-Cultural Factors. These are the social and cultural things that can affect how

customers behave. It includes shared beliefs, norms, and values that can impact how

well loyalty programs work.

Quantify Impact. It is about putting a number on how much loyalty programs affect

customer retention, giving a clear, measurable picture of these programs' success.


CHAPTER II

Review of Related Literature

This chapter delves into a comprehensive review of relevant foreign and local

studies and both foreign and local literature. By examining these diverse sources, we

aim to establish a solid foundation, explore various international and domestic

perspectives, and ultimately synthesize key findings, all to build upon existing

knowledge and contribute meaningfully to this field.

Foreign Studies

Customer Retention

This literature review explores the connection between customer retention and

loyalty programs, specifically focusing on the effectiveness of various program

components in driving customer loyalty and repeat business. Studies emphasize the

significance of customer retention in the dynamic retail industry. Artha et al. (2022)

highlight the vital role of customer retention in building strong customer relationships

and achieving a competitive advantage. They further emphasize the extensive research

on customer retention, indicating its importance within the business world.

The use of loyalty programs is common as a customer retention strategy. As

indicated by the research questions, they provide a range of incentives, including

rebates, points-based awards, special privileges, and consumer engagement initiatives.

By establishing emotional ties and trust with customers, these elements hope to
improve customer satisfaction and encourage repeat business (Artha et al., 2022).

Businesses must assess the success of their loyalty programs to maximize client

retention and return on investment. The present study investigates diverse approaches

to evaluate the effectiveness of programs, considering particular attributes such as

rebates, reward structures, special privileges, and consumer interaction tactics (as

delineated in the research inquiries). Businesses can learn a lot from analyzing how

these elements affect consumer behavior and program success.

This literature overview serves as a basis for the proposed research by

highlighting the critical role of customer retention in retail and the potential of loyalty

programs in achieving this goal. The identified research questions delve deeper into

specific aspects of loyalty programs and their impact on customer retention. They

investigate the impact of sociocultural influences, psychological variables at work, and

the efficacy of different program components. This research seeks to shed light on

these particular issues and advance our understanding of loyalty programs in the retail

industry. It does this by expanding on prior research. In today's very competitive retail

environment, companies need to hang on to their current customer. This literature

review looks into the connection between loyalty programs and client retention,

particularly emphasizing the effects of these initiatives on customer loyalty and repeat

business in the retail industry.

Research indicates that consumer retention plays a crucial role in the ever-

changing retail sector. Alkitbi et al. (2020) stress the importance of keeping current

clients and point out that doing so is more economical than finding new ones. Their

research further emphasizes the extensive research available on factors affecting


customer retention, indicating its established importance within the business world.

Retailers frequently use loyalty programs as a tactic to keep customers loyal. These

programs include various incentives, including rebates, point-based awards, special

advantages, and customer engagement activities designed to draw in and keep

customers. This literature review establishes the importance of customer retention and

the possibility of loyalty programs in accomplishing this objective, forming the foundation

for the proposed study. This research intends to provide important insights into the

understanding and optimization of loyalty programs in the retail industry by expanding

on previous information and addressing these particular problems, thereby assisting

businesses in achieving improved customer retention rates.

Maintaining current customer relationships is essential for businesses in today's

cutthroat retail landscape. This literature study investigates the relationship between

loyalty programs and client retention, particularly emphasizing how these initiatives

affect consumer loyalty and repeat business in the retail industry. Studies highlight the

significant role of customer retention in the dynamic retail landscape. While the study by

Sabri et al. (2019) explores customer retention in the car loan industry, its core principle

of retaining existing customers through value and trust holds across various sectors,

including retail. Their findings highlight that customer satisfaction, although not directly

impacting retention, plays a role in building trust, ultimately influencing repurchase

behavior. Retailers frequently use loyalty programs as a tactic to keep customers loyal.

These programs include a range of incentives, including rebates, point-based awards,

special advantages, and customer engagement activities, that are designed to draw in
and keep customers. The effectiveness of these programs, however, extends beyond

the tangible rewards.

Firms must focus on keeping their current clientele in today's competitive retail industry.

With a focus on how these activities impact customer loyalty and repeat business in the

retail sector, this literature study explores the relationship between loyalty programs and

client retention.

Studies highlight the critical role of customer retention in the dynamic retail

landscape. While the study by Almohaimmeed (2019) explores customer retention in the

restaurant industry, its core principle of retaining existing customers holds for various

sectors, including retail. Their findings indicate that customer satisfaction positively

influences customer retention, albeit through a complex pathway involving customer

loyalty and profitability. It emphasizes the important role of keeping customers satisfied.

Customer Lifetime Value

Studies highlight the significant role of customer retention in the dynamic retail

landscape. While the study by Adela-Llaura et al. (2021) focuses on customer lifetime

value (CLV), a broader metric encompassing customer retention and profitability, it

underscores the importance of keeping customers returning. Loyal customers are

generally more profitable than acquiring new ones, and loyalty programs aim to foster

this loyalty. This study provides insightful information about the layout and optimization

of loyalty programs in the retail sector, ultimately helping businesses achieve higher

customer retention rates and maximize their overall customer lifetime value.
In the current competitive retail environment, keeping current consumers is quite

important. Customer lifetime value (CLV) is used in studies such as Gao et al. (2023) to

underscore the significance of retaining customers. Since attracting new clients usually

costs more than keeping current ones, keeping consumers is essential to a company's

success. Retailers frequently use loyalty programs as a tactic to increase consumer

loyalty. These programs use a variety of incentives, like refunds, point-based prizes,

special benefits, and entertaining activities, to draw in and encourage users. For these

programs to be effective, it is essential to comprehend psychological elements,

including client perceptions, emotional ties, and trust.Additionally, considering

sociocultural factors ensures programs are tailored to resonate well with different

customer groups. By delving deeper into these areas, this research aims to offer

valuable insights into optimizing loyalty programs to maximize their impact on customer

retention and ultimately benefit retail businesses.

In today's competitive market, merchants' first priority is keeping customers. A

common tactic to increase customer lifetime value and encourage repeat business is

the implementation of loyalty programs (CLV). One important indicator of the

accomplishment of loyalty programs is the customer lifetime value (CLV), which (CLV),

which stands for the entire amount of money a client makes in a relationship with the

brand. Dandis et al. (2022) explored the factors influencing CLV in fast-food restaurants,

including relational benefits, brand experience, service quality, satisfaction, trust, and

commitment. Their findings suggest that building strong connections with customers

through various tactics directly impacts their long-term value to the business.
This existing research serves as a valuable foundation for this study, which aims to

delve deeper into the effectiveness of loyalty programs in the retail sector. By

investigating specific program features, customer psychology, and their impact on CLV,

this study hopes to offer insightful information to companies looking to maximize their

loyalty strategies and achieve successful customer retention.

Retail Sector

While existing research provides valuable insights, it's crucial to acknowledge the

unique challenges and opportunities the retail sector presents. Studies like "Rapidly

Changing Landscape of Retail in China: Can Warehouse Membership Clubs Win

Chinese Consumers?" by Ze Yuan (2022) illustrate the industry's continuous evolution,

highlighting factors like growing consumer demands and new technologies that

contribute to this dynamic landscape. This study emphasizes how crucial it is to look at

loyalty programs in the particular context of the retail sector.

This study highlights the significance of looking at loyalty programs in the specific

context of the retail business by drawing on the body of prior research. This emphasis

enables a more thorough comprehension of these programs' unique opportunities and

challenges within this dynamic sector. With the support of prior research, this study aims

to investigate loyalty program efficacy in the retail industry in greater detail. To help

retailers optimize their loyalty programs and achieve sustainable customer retention in

the ever-changing retail environment, this study will examine the effects of specific

program features, gain an understanding of customer psychology, and evaluate their

influence on customer lifetime value (CLV).


Loyalty program success is essential for companies looking to thrive in the

competitive and lucrative retail sector. This is because loyalty among customers is

highly valued. As a tactical instrument, loyalty programs encourage consumers to stick

with a company amidst many options. It's critical to comprehend the subtle effects of

loyalty programs as companies struggle to keep customers. Gupta et al. (2023)

investigated how the retail industry changed during the turbulent COVID-19 pandemic.

Their analysis, which examined a wide range of empirical and nonempirical research

publications, provided insight into the sector's changing trends and new issues. The

exponential increase in published articles during this period underscored research's

ongoing development and significance in understanding the retail landscape.

Local Studies

Customer Retention

Keeping customers is essential to corporate success in today's competitive retail

climate. This is especially true in the Philippines, where building trustworthy

relationships and providing top-notch customer service are highly valued by clients. This

study aims to clarify how well loyalty programs work in the Philippine retail industry to

keep clients. "Effective customer retention strategies from top Philippine founders" is a

study by Alea Lagada (2023) that emphasizes the importance of client retention for

business success. It emphasizes the importance of prioritizing this aspect in the

Philippines due to the cultural emphasis on customer service and personal connections.

The panel discussion explored strategies and trends for maximizing customer retention

within the Philippines' B2C (Business-to-Consumer) market. The present Local Study is
an initial investigation into the pivotal function of customer retention within the Philippine

retail sector. Businesses may improve customer relationships and achieve greater

success and growth by learning how loyalty programs and other customer-centric

tactics work.

Being active and well has become a major concern for many Filipinos.

Consequently, there has been a notable expansion in the fitness sector, especially in

Iloilo City. But even with their recent popularity boost, gyms and fitness facilities still

need help keeping members regularly. This study aims to investigate the relationship

between customer satisfaction and customer retention in a few Iloilo City fitness clubs.

Important information on this subject may be found in the study "Customer Satisfaction

as a Determinant of Customer Retention among Selected Fitness Clubs in Iloilo City" by

Razon et al. (2019). It emphasizes how important member engagement and

commitment to their fitness journeys depend on customer satisfaction. This local study

provides valuable context for understanding customer retention challenges in the Iloilo

City fitness industry. It highlights the importance of understanding member profiles,

identifying key satisfaction factors, and exploring whether they directly translate to long-

term membership commitment. Further research involving a larger sample and

additional variables would be crucial to draw conclusive findings and inform effective

strategies for promoting member retention within Iloilo City gyms and fitness centers.

The study you provided, "The Effect of Client-Centricity Strategy on Customer

Retention in a Selected Group of Makati Area Commercial Banks" by Torres et al.

(2022), highlights the importance of client-centricity in retaining customers, particularly

in the banking sector. It aligns well with several existing studies emphasizing the value
of putting the customer at the core of business strategies. These related studies,

alongside the research by Torres et al. (2022), emphasize the growing understanding of

customer-centricity's crucial role in retaining customers across various industries,

including the retail sector. Businesses can create satisfied and loyal clients by

prioritizing customer needs and building strong relationships, ultimately fostering

sustainable growth and success.

Customer Lifetime Value

The study by Lansangan et al. (2020) covers data mining strategies for

simulating customer behavior. Additionally, this data can be utilized to comprehend

consumer behavior about loyalty program elements like points, discounts, and special

offers. Retailers can create initiatives that optimize spending from valuable customers

by evaluating this data. The study highlights the significance of modeling and validation

in CLV forecasting. Similarly, retailers can track the effectiveness of their loyalty

programs with various metrics. These include the average order value, program

participation rate, and customer acquisition cost. By analyzing these metrics, retailers

can measure the program's impact on retaining high-value customers and adjust

strategies accordingly.

In conclusion, studies like Lansangan et al. (2020) provide valuable insights into

identifying and retaining valuable customers, which directly connects to the

effectiveness of loyalty programs in the retail sector. By leveraging data and analytics,
retailers can design and refine programs that attract and retain customers with high

long-term value, ultimately driving profitable growth.

Regarding your research on the efficacy of loyalty programs in retail, the study

"Game Over An Application of Customer Churn Prediction using Survival Analysis

Modelling in Automobile Insurance" by Baravante et al. (2022) that you supplied has

some pertinent insightful information. Although the study focuses on customer churn in

the insurance business, the retail industry can also benefit from understanding attrition.

Baravante et al.'s study from 2022 emphasizes how crucial client segmentation is

to accurate churn forecast. This idea works well for retail loyalty programs. Retailers can

create customized loyalty programs that address each client segment's unique

requirements and interests by dividing their customer base into groups according to

their purchasing patterns, demographics, and preferences.

In conclusion, while Baravante et al.'s (2022) study focuses on churn in the

insurance industry, their methodology and findings offer valuable insights into customer

churn and retention strategies applicable to the retail sector. By understanding the

concept of churn and utilizing data-driven approaches, retailers can design effective

loyalty programs that target at-risk customers, segment effectively, and ultimately retain

valuable customers, leading to increased customer lifetime value and long-term

success.

Retail Sector

The study by Barrio et. al. (2023) on life insurance agents' persuasive techniques

offers valuable insights relevant to the effectiveness of loyalty programs in the retail
sector. Both situations involve building long-term relationships with customers through

influencing their behavior. Similar to how life insurance agents tailor their approach to

individual needs, loyalty programs succeed by catering to specific customer preferences

and offering personalized rewards. It creates a sense of value and appreciation,

encouraging repeat business. Like the "Building Customer Relations" technique life

insurance agents use, loyalty programs foster a connection with customers. Offering

exclusive benefits and engaging them through various channels creates a sense of

belonging and positive brand association.

The article "Philippines' Retail Sector Shows Signs of Improvement: report by

Retail Asia (2023)" offers valuable insights into the context of your study on "The ability

of loyalty programs to keep customers in the Retail Sector. The report highlights a

steady improvement in the Philippines' retail sector, indicating a potential rise in

consumer spending. It is relevant because loyalty programs are often most effective

when consumers have the financial resources to make additional purchases. Despite

the expectation of higher expenditure, growing inflation presents a problem. Consumers

may prioritize necessities above non-essentials and spend more sparingly.

Consequently, knowing the current status of the Philippine retail industry, particularly the

impact of inflation and recovering but cautious consumer spending, offers an important

background for assessing how well loyalty programs retain customers. By tailoring

loyalty programs to address these specific economic realities, retailers can increase

their chances of successfully engaging and retaining customers.

The study titled "Increasing Competition in the Retail Trade Sector" by PIDS

(2020) provides valuable insights into the context of your research on "The
Effectiveness of Loyalty Programs in Retaining Customers in the Retail Sector. The

study highlights the increasing competition in the Philippine retail sector, both from local

players and potentially from foreign investment in the future. It heightens the pressure

on retailers to differentiate themselves and attract customers. The increased need for

technology-driven retail services, such as online shopping, is mentioned in the report.

The loyalty programs must adapt and provide seamless connectivity with mobile apps

and web platforms. Therefore, assessing how well loyalty programs work to retain

customers requires an understanding of the Philippines' changing retail scene and

growing competition. Retailers may use loyalty programs to differentiate themselves

from the competition and retain customers by providing distinctive value propositions

and adjusting to shifting consumer behavior.

Foreign Literature

Customer Retention

The study "Factors Leading to Customer Retention in the High Volume-Low

Volume Service Context: Evidence from the Mobile Service Industry" by Cheng et al.

(2020) provides valuable insights into your research on "The ability of loyalty programs

to keep customers in the retail sector" specifically through the concept of perceived

value. Cheng et al.'s study focuses on the mobile service industry. There is a clear
contrast in the retail sector in the study "The Impact of Perceived Value on Customer

Loyalty in Retail" by Anderson et al. (2018).

By examining both studies to determine how perceived value affects customer loyalty in

diverse industries, you can use this knowledge to create consumer-friendly reward

programs in the retail sector. alue influences customer loyalty in various industries.

The study "AN APPLIED STUDY ON THE CUSTOMER RETENTION

DYNAMICS OF ORGANIZED READY-TO-WEAR TEXTILES RETAILERS IN REAL

AND VIRTUAL MARKETS IN TURKEY" by Ferman et al. (2019) offers valuable insights

for your research on "The effectiveness of loyalty programs in retaining customers in the

retail sector" by highlighting the differences in customer retention strategies between

online and offline channels. Many retailers operate in physical stores and online

platforms, especially in the clothing sector. This study looks into the customer retention

tactics used by Turkish ready-to-wear retailers that operate in both online and brick-and-

mortar sectors. Given that your research is probably concentrated on the retail industry

in a particular area, Ferman et al.'s (2019) study—which was carried out in Turkey—

may be relevant in a comparable market setting. By contrasting and comparing the

results, you can investigate how variables impacting client retention vary by region.

Therefore, you may create and manage efficient loyalty programs that accommodate a

variety of consumer preferences and buying behaviors by understanding the multi-

channel nature of retail and how customer retention techniques differ across online and

offline locations.

Customer Lifetime Value


The study "A Review of Customer Lifetime Value, Marketing Mix and Brand

Equity Literature" by Munawar et al. (2021) provides valuable insights for your research

on "The effectiveness of loyalty programs in retaining customers in the retail sector" by

highlighting the connection between loyalty programs and lifetime value of a client

(CLV). CLV calculates the revenue a client is anticipated to bring for a business

throughout their relationship. This metric is crucial because it helps them determine their

clients' possible lifetime value and decides how best to allocate resources and execute

marketing campaigns. You can research how successful loyalty programs in the

particular retail industry you are investigating can improve customer lifetime value,

ultimately leading to higher profitability and long-term success, by understanding the

relationship between loyalty programs and CLV. Munawar et al.'s (2021) study, which

offers a useful perspective for your research, highlights the strategic significance of

loyalty programs in keeping consumers and optimizing their lifetime value.

The study "Customer Lifetime Value as the 21st Century Marketing Strategy

Approach" by Miroslav Karlíček (2019) offers valuable connections to your research on

"The ability of loyalty programs to keep customers in the retail sector" by emphasizing

the strategic importance of Customer Lifetime Value (CLV). Karlíček argues that CLV

positions customers as a company's key asset and highlights the need for marketing to

focus on managing customer relationships and maximizing their lifetime value. It

resonates with your study as loyalty programs aim to achieve similar goals. Businesses

should prioritize initiatives that foster long-term relationships and repeat business by

considering their customers' overall lifetime worth. With their emphasis on incentives

and prizes, loyalty programs play a vital role in achieving this goal. Karlíček's analysis
offers a more comprehensive understanding of the significance of loyalty programs in

the retail industry by emphasizing CLV as a primary marketing technique. Scholars may

explore the efficaciousness of loyalty programs in augmenting client retention and

optimizing lifetime value, thereby playing a role in the company's sustained prosperity.

This link demonstrates how loyalty programs are a strategic component of a larger

marketing strategy that emphasizes building long-term connections with customers and

optimizing their lifetime value inside the company's ecosystem rather than only serving

as a tool for customer retention.

Retail Sector

A broad connection exists between your research on "The ability of loyalty

programs to keep customers in the retail sector" and the study "A RESEARCH PAPER

ON STUDY OF RETAIL STORE MANAGEMENT" by Hamal et al. (2023). The study

highlights the importance of customer management in the evolving retail landscape.

Hamal et al. highlights how the retail industry constantly changes due to rapid market

changes and evolving consumer preferences. It emphasizes the need for effective

customer management strategies to stay competitive. This connection suggests that

your research on the effectiveness of loyalty programs can be seen as a specific

strategy within this larger framework of customer-centric retail management in the ever-

evolving retail landscape. Therefore, while Hamal et al.'s focus is broader than just

loyalty programs, it offers valuable context for understanding how your research

contributes to the overall goal of effective customer management in a dynamic retail


environment. This connection can help you present your research in a broader context

and strengthen its relevance to the ongoing conversation within the retail industry.

Local Literature

Customer Retention

It effectively communicates the connection between Balinado et al.'s (2021) study

and your research on the effectiveness of loyalty programs in the retail sector.

Researchers could briefly mention how specific loyalty programs in the retail sector

address the reliability and empathy highlighted by Balinado et al. (e.g., loyalty points for

on-time deliveries and personalized discounts based on past purchases)

The study you're proposing, investigating the effectiveness of loyalty programs in

retaining customers within the retail sector, connects interestingly with the findings of

Bastasa (2022) regarding repurchase intention among fast-food consumers in the

Philippines. Bastasa's research focuses on understanding factors influencing

customers' return and repurchase decisions. While Bastasa examines "repurchase

intention" specifically, it directly translates to customer retention in the long run. Bastasa

highlights customer satisfaction as a significant influence on repurchase intention in the

fast-food industry. This finding resonates with the potential effectiveness of loyalty

programs in retail. When customers feel valued and satisfied with their shopping
experience, coupled with rewards and incentives offered by loyalty programs, they are

more likely to return and develop brand loyalty.

Customer Lifetime Value

While the studies on PESONet (Moron, 2020) and retail customer loyalty

programs might seem unrelated at first glance, they hold an interesting potential

connection when considering the evolving landscape of retail payments and the role of

technology in customer engagement through this lens; your study can offer valuable

insights into how retailers can leverage the growing trend of digital payments to optimize

their loyalty programs and foster stronger customer relationships in the evolving retail

landscape. This FinTech service highlights the increasing adoption of digital payment

methods in the Philippines. As more customers embrace digital transactions, retailers

must modify their tactics to remain competitive and relevant.

The study by Wang et al. (2023) focuses on a different industry (sports

enterprises) and utilizes a specific algorithm (random forest); it holds significant

connections to your research on predicting customer behavior and loyalty in the retail

sector. Wang et al. use historical data to predict customer demand for sporting goods.

Similarly, your research can leverage historical purchase data from loyalty programs to

predict customer behavior and identify factors influencing loyalty in retail settings. The

study by Wang et al. segments customers utilizing the k-means method depending on

their attributes. This method may also apply to your research. By dividing the customer

according to how they make purchases, loyalty program engagement, and other
relevant data points, you can develop targeted strategies for different customer groups

within your loyalty program.

Retail Sector

The study by Caraan et al. (2021) explores the expansion of brick-and-mortar

retailers to online retailing in the Philippines, highlighting the increasing trend of online

shopping. This research connects to your study on loyalty programs in the retail sector

by emphasizing the need to adapt to this evolving landscape. Traditional merchants

face the challenges as the online purchasing gains of popularity. Retailers need to

modify their tactics to accommodate this change in consumer behavior if they want to

stay competitive.

The study by Karol K. (2019) on the retail payments landscape in the Philippines

might not directly connect to your research on loyalty programs in the retail sector.

However, you can gain valuable insights by understanding the payment environment

within your research context. Loyalty programs can incentivize specific payment

methods. Some programs might offer additional rewards or benefits for using specific

payment methods, like loyalty-linked credit cards or digital wallets. Your research can

explore how these incentives influence customer behavior and loyalty.

Integrating with popular payment methods can enhance program accessibility. By

understanding the dominant payment methods in the Philippines (as highlighted by

Karol K.), your research can explore how loyalty programs can integrate seamlessly

with these methods to improve user experience and program engagement.

Synthesis
The relentless pressure of customer retention in today's highly competitive retail

landscape demands creative solutions. This literature review delves into the

effectiveness of loyalty programs in driving customer loyalty and repeat business within

the Philippine retail sector. Studies consistently emphasize the crucial role of customer

retention, highlighting the potential of loyalty programs to offer enticing incentives like

points, rebates, and exclusive privileges. Building strong customer relationships through

targeted rewards and engaging experiences is key to program success. However,

simply offering rewards needs to ensure a thriving program. Understanding the

intricacies of customer psychology becomes crucial. The research underscores the

importance of tailoring program elements to resonate with diverse customer groups,

acknowledging each segment's unique needs and preferences. Furthermore, measuring

program effectiveness necessitates a shift beyond mere participation rates. One

important indicator that helps retailers determine the long-term profitability of devoted

consumers is customer lifetime value, or CLV.

Although studies provide insightful information on the performance of loyalty

programs worldwide, the Philippine setting offers particular opportunities and problems.

Studies emphasize the cultural appreciation for building trust and delivering exceptional

customer service, highlighting how loyalty programs can further strengthen these crucial

aspects. Additionally, the burgeoning popularity of online shopping necessitates

flexibility and adaptation from retailers. Loyalty programs must integrate seamlessly with

physical and online customer journeys to maintain customer engagement in this

evolving landscape. Insights from related studies, such as those focusing on customer
behavior and digital payments, offer valuable guidance toward optimizing loyalty

programs for the Philippine market.

This assessment concludes by stressing the importance of client retention in the

retail industry and the potential for loyalty programs to increase repeat business and

consumer loyalty. Program success depends critically on understanding the

psychological elements influencing consumer behavior and localizing initiatives.

Customer lifetime value (CLV) should be a critical parameter in effectiveness

measurements rather than just participation rates. Retailers must ensure their loyalty

programs adjust and integrate seamlessly as the Philippine retail landscape embraces

online purchasing to sustain client involvement in this changing climate. Retailers may

fully utilize loyalty programs, build enduring customer relationships, and succeed

sustainably in the cutthroat retail industry by utilizing the insights gained from this

assessment and conducting more focused research.


CHAPTER III

RESEARCH METHODOLOGY

This chapter aims to gain insight and explore the effectiveness of Loyalty programs in

Retaining Customer within CAMANAVA Retail Sectors. It includes the sources of data,

design, instrument, data collection, and the statistical treatment used by the researchers

in this study.

3.1 RESEARCH LOCALE

The study will be conducted around areas within CAMANAVA (Caloocan, Malabon,

Navotas and Valenzuela) to examine and evaluate gathered information on the

“exploring the effectiveness of Loyalty programs in Retaining Customer”. This locale is

selected for the main reason of having a wide range of potential respondents and each

area has its uniqueness making it best for comparative analysis as CAMANAVA is

considered near neighboring metro

cities.

Figure 3.1 Research Locale


3.2 SOURCE OF DATA

These said respondents represent those individuals who are availing different

loyalty programs and how it affects their buying decisions. This research requires one

hundred (100) respondents, male and female as its survey participants in CAMANAVA.

3.3 RESEARCH DESIGN

As Creswelll (1994) believes that a qualitative research methodology should be used to

address “what” and “how” questions. Qualitative research allows the researcher to gain

a comprehensive understanding of the meanings that individuals experience in

everyday life (Corbin and Strauss, 2008). In qualitative research, through an interpretive

approach, the researcher acquires an understanding of phenomena from participants’

point of view and their institutional and social contexts (Corbin and Strauss, 2008).

3.4 RESEARCH INSTRUMENT

Survey Questionnaire. The researchers designed a series of questions, which were

disseminated through physical and online survey questionnaires to participants. The

data was collected using the Likert Scale, the researchers used different themes like

frequency, quality, likelihood, and importance. This approach was used to conclusively

determine whether the respondents have different point of views with the statements

concerning the age and gender differences on loyalty programs and customer retention.
3.5 DATA COLLECTION

A team of researchers worked together to develop a research topic that was pertinent to

their field of study. Once the researchers had formulated the topic, they identified the

specific research objectives and the location where the study was conducted. The team

then used the internet to gather relevant articles, both local and international literature,

as well as studies that were in line with their chosen topic. To collect data, the

researchers created a well-crafted survey questionnaire and presented it to their

research professor for approval. After the formulation of the survey questionnaire, the

researchers joined various Facebook groups containing customers that is participating

in different kinds of loyalty programs like Aling Puring card holders, once accepted, the

group proceeded posting, asking consent for possible respondents concerning their

study and lastly, the researchers disseminated the questionnaires to different group of

prospect respondents.

3.6 STATISTICAL TREATMENT

The researchers used the Likert scale as their statistical method to accurately interpret

the data. This method enables accurate analysis of data interpretation. The following

statistical tools below are also utilized in interpreting the gathered data from the survey

respondents:
Weighted Mean

The weighted mean was utilized to adjust the survey questionnaire responses,

assessing the impact of the provided statement on loyalty programs and customer

retention.

x̄ Is the mean

∑x is the sum of entry data

n is the number of cases

PEARSON CORRELATION

The researcher utilized Pearson Correlation to determine the value of r.

∑xy is the product of XY

xy multiply each X times each Y, then sum the products


The following range were used to evaluate the connection that exists between

two variables:

Range Interpretation

.00 - .19 Very Weak

.20 - .39 Weak

.40 - .59 Moderately

.60 - .79 Strongly

.80 - 1.00 Very Strongly

Likert Scale

Likert scale was utilized by the researchers to classify the values of the formula

based on the level of the respondents. The following chart provides a comprehensive

breakdown of the resulting value spectrum, accompanied by illustrative words that

correspond best with each value.


Theme: Importance

Descriptive
Range of Values
Equivalent

4.01 – 5.00 Extremely Important

3.26 – 4.00 Important

2.51 – 3.25 Neutral

1.75 – 2.50 Somewhat Important

1.00 – 1.75 Not Important

Descriptive
Range of Values
Theme: Likelihood
Equivalent

4.01 – 5.00 Extremely Likely

3.26 – 4.00 Likely

2.51 – 3.25 Neutral

1.75 – 2.50 Unlikely

1.00 – 1.75 Extremely Unlikely


Theme: Quality

Descriptive
Range of Values
Equivalent

4.01 – 5.00 Excellent

3.26 – 4.00 Very Good

2.51 – 3.25 Good

1.75 – 2.50 Fair

1.00 – 1.75 Poor

Descriptive
Range of Values
Equivalent

Theme: Frequency
4.01 – 5.00 Always

3.26 – 4.00 Often

2.51 – 3.25 Sometimes

1.75 – 2.50 Rarely

1.00 – 1.75 Never


Section 1: Loyalty Program Preferences

1. How often do you use loyalty programs offered by retail stores for the following

purposes?

Types of Loyalty Never Rarely Sometimes Often Always


Programs

Rebates and

special deals

Points-based

reward

systems

Exclusive perks

and benefits

Customer

engagement

strategies

2. On a scale of 1 to 5, where 1 is "Not important" and 5 is "Extremely important," how

much importance do you place on earning points or rewards that can be redeemed for

products or services?

1 2 3 4 5
3. How likely are you to remain loyal to a store that provides a tiered loyalty program with

increasing benefits as you spend more?

Extremely Unlikely Neutral Likely Extremely

Unlikely Likely

Section 2: Psychological Aspects of Loyalty Programs

Question Not Somewhat Neutral Important Extremely

Important Important Important

a. How important

do you think

perceive loyalty

programs(e.g., Are

they valuable? Do

you enjoy using

them?)

Poor Fair Good Very Excellent


Good

b. To what extent

do you feel

emotionally

connected loyalty

programs?

Extremely Unlikely Neutral Likely Extremely

Unlikely Likely

c. On a scale of

"Extremely

Unlikely" to being

"Extremely Likely,"

how likely do you

trust in loyalty

programs to fulfill

their promises?

Never Rarely Sometime Often Always

d. From “Never”

To “Always” what

degree do you

engage with

loyalty programs

due to social and

cultural
influences?

Section 3: Sociocultural Impact on Store Loyalty Programs

On a scale of 1 to 5, where 1 is "Not important" and 5 is "Extremely

important.’’

1 2 3 4 5

a. My cultural

background

affects how I

perceive

store loyalty

programs.
b. I feel more

loyal to

stores that

align with my

cultural

preferences.

c. The social

environment

influences

my decision

to use store

loyalty

programs.

Section 4: Overall Impact of Loyalty Programs

Strongly Disagree Neutral Agree Strongly

Disagree Agree

a. Loyalty

programs

effectively

enhance my
shopping

experience.

b. Loyalty

programs

encourage

me to make

repeat

purchases.

c. I feel more

inclined to

shop at

stores that

offer loyalty

programs.

d. I actively

participate in

loyalty

programs to

receive

rewards and

benefits.
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