A Multi Variant Analysis of Loyalty Programs in Retail Store in Delhi

In today’s scenario, when customer is the king, only products do not matter, rather the service offered to them matters the most. To retain the existing customers and attract new customers, everything from store ambience, salespersons to offerings etc. are important. Thus, to serve the customers in a better and efficient way, retailers have now come out with loyalty programs. This paper gives an insight into the various aspects of loyalty programs with a detailed analysis of the retail sector. It is an attempt to know the satisfaction level of the loyalty card holders. The analysis reveals that the customers at present are moderately satisfied with the cards and the privileges, but yet lot needs to be done. As always, though adopted by the west, it needs a paradigm change to succeed in India. The loyalty program needs a major revamp for a better future in the Indian Retail Industry, to retain and lure more customers.