A study on commitment of local companies in Kota Kinabalu towards loyalty program in enhancing relationship with their customers / Hadizah Ardiansa

The primary objective this study is to understand commitment of local companies in Kota Kinabalu towards loyalty programs. The study was conducted from the currently activities and data collection are collected from the local company area Kota Kinabalu. It is give inspiration for the researcher to study on the commitment of local company towards loyalty program in enhancing relationship with their customer to obtain the data from lenses of the local company in kota kinabalu. For the purpose, 120 questionnaires were distributed, of which return in fully and usable for data analysis, survey results indicate that most of the local company practice the loyalty program but they still need to improve their loyalty program to retain the customer and to increase the company sales. This figure should enough for the local company and other researcher to investigate and to do the further research deeply for future research. In addition, in this research provides limited insight in the determinations of customer's adoption of loyalty programs and neither does existing research. Because loyalty program offer their members certain benefits that non-member do not receive, it is important to know which customers to its program attracts. Furthermore, a retailer needs to understand how he can attract the customers to program that he wants to attract. Retailer may want to withhold customer from holding many different loyalty program simultaneously. The influence of loyalty program design is differently of importance for this issue. Further research could be investigating the potential of requiring entrance fees on loyalty program memberships.