EFFECTIVENESS OF LOYALTY CARDS TO BUILD THE STORE LOYALTY

Abstract

The main objective of this research was to identify the behavioral and attitudinal store loyalty that can be built through loyalty cards. For that purpose a survey was conducted, selecting a sample from Colombo district, including 185 loyalty card holders and 185 non loyalty card holders. A structured questionnaire was used as the main data capture instrument. Data was analyzed using both quantitative and qualitative methods; accordingly, the quantitative analysis used Cronbach’s Alpha and Independent Sample T-Test. Qualitative analysis was done using content analysis. The findings according to these analysis revealed that loyalty cards are effective to influence attitudinal store loyalty whereas it is less effective to build behavioral store loyalty.