Authors

1. Ms. Kalavathy K.S.
2. Dr. Anitha Ramachander

Affiliation

• Associate Professor The Oxford College of Business Management HSR Layout Bangalore
• Professor and Director Dept. of PG Studies SRN Adarsh Institute of Management & Information Technology Chamarajapet Bangalore

Abstract

The objective of CRM, customer loyalty, is more than having customers make repeat visits to a retailer and being satisfied with their experiences. Customer loyalty is an important strategic objective of managers around the world. Customer loyalty developments begins with the building of program members and evolve overtime into a customer relationship platform that can be used to communicate with customers, drive sale and gather data on purchasing behaviour and customer preferences. This paper gives an insight into the awareness of customers towards loyalty programs and the reasons for joining the same. The analysis reveals that though majority of the customers are aware of the loyalty programs, there is still a segment which is not aware. Communicated effort is critical to aggressively introduce the customer loyalty incentive program and clearly define the programs’ structure and the company’s expectations for it.

Keywords

Customer relationship management, customer loyalty, , awareness, , loyalty programs.

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