Research Report: Customer Loyalty Schemes Relevance for M&S

This research project investigates the relevance of customer loyalty schemes, particularly within the context of Marks & Spencer (M&S). The report begins with an abstract and table of contents, followed by a literature review exploring the purpose of loyalty schemes, the drivers of customer loyalty, and the advantages and disadvantages of their implementation. The research methodology is then outlined, followed by data analysis, leading to conclusions and recommendations for M&S. The report also includes reflections, limitations, and references, providing a comprehensive analysis of the topic. The study aims to determine whether investing in customer loyalty programs is worthwhile, exploring the factors that influence customer loyalty and examining the benefits and drawbacks of such schemes. The rationale behind the research stems from the competitive business environment, where companies invest significantly in customer loyalty programs to retain customers and attract new ones.

RESEARCH PROJECT

Abstract
This report has highlighted the study on the issue which is being faced by the Mark and
spencer. After that the study has highlighted the opininon of different author on the issue which
is faced by the company. This report has then highlighted the different sort of the methodology
which is used by the scholar in finding out the solution of the issue and also data analysis of the
different data collected with the help of the primary data collecton tool. In the end report has
highlighted the reflection, conclusion and recommendation to the cited firm.

TABLE OF CONTENTS
Abstract ...........................................................................................................................................2
LITERATURE REVIEW...............................................................................................................5
RESEARCH METHODOLOGY.....................................................................................................9
DATA ANALYSIS........................................................................................................................11
CONCLUSION AND RECOMMENDATION.............................................................................19
REFLECTION...............................................................................................................................20
LIMITATION................................................................................................................................21
REFERENCES..............................................................................................................................22

Topic: Are customer loyalty schemes still relevant?
INTRODUCTION
Background:
In this era of digitalization, top companies are main focused upon the customers strategy
and wants to grab attention of many customers towards it. That is why, company start focusing
on developing new strategy that helps to meet the demand of customers. Now a days, companies
also wants to be competitive and that is why, they tries to offer range of products at low rate and
also focus on the promotional strategies so that it will helps to attract range of customers towards
it (Wang and et.al., 2016). Such that buy two get one free, customer loyalty schemes, flat
discounts, free coupons on maximum purchasing etc. Thus, the research project main aim is to
determine whether customer loyalty are relevant for top companies i.e. Marks and Spencer
(M&S). The study determine whether investing in customer loyalty is worth or not.
Aim: The aim of the research project is to determine the whether customer loyalty are relevant
for company. Also, this strategy help to attract range of customers towards it and assist to boost
sales of a firm or not.
Objectives:
 To explore the main purpose of loyalty schemes.
 To determine the factor that drive customer loyalty.
 To examine whether making efforts on customer loyalty schemes is worthy.
 To identify the advantage and disadvantage of using customer loyalty schemes,
Research questions:
 What are the main purpose of loyalty schemes?
 What drives customer loyalty?
 Is it worth the effort?
 What are the advantage and disadvantage?
Rationale: In the competitive era, company invest huge amount of money on customer
loyalty programs but many of them are not 100% successful because of strong competition and
most of the company also uses this strategy in order to retain customers and attract new ones.
Thus, the rationale behind choosing this particular topic is such that it will assist to determine the
importance of loyalty schemes within a firm in order to attract range of customers. Also, using

this method also assist to enhance the current knowledge related to this topic which can be used
in future as well. In addition to this, it is also analysed that customers join loyalty programs
because they want to save their own money by receiving rewards. Therefore, conducting study
on this topic will help to examine the advantage and disadvantage of using customer loyalty
programs which will also help in future.
Scope: The scope of conducting this study is such that it will help top industries to
determine the importance of using customer loyalty programs. Further, this study also assist
other researcher or scholar to collect information in their study so that they may get an idea
whether investing customers loyalty programs are beneficial or not for companies (Dorotic,
2019). In addition to this, it is also analysed that using customer loyalty programs, company can
gain trust from customers and feels that they are also an important part of the firm, which in turn
assist to sustain long term relationship as well.
LITERATURE REVIEW
Purpose of loyalty schemes
In the words of Ladsawut and Nunkoo, (2017) loyalty schemes and programs is the best
marketing strategy designed in order to attract the consumers and retain them. This is necessary
because of the fact that this is a good marketing strategy to attract more of the consumers and to
retain in the business. This includes the providing of consumers with some extra benefits and
perks so that they are connected within the company and purchase the goods and services. In
against of this Park, Kim and Kwon, (2017) argues that consumer loyalty is defined as the
willingness of consumer to purchase the goods and services on a regular basis from the same
brand. Thus, for the success of the company it is very necessary that the consumers remain loyal
to the company. The major reason is that the regularity of same consumer again and again will
increase the goodwill and market share of company to a great extent. This is basically due to the
fact that regular purchase illustrates that the consumer is liking the product and this displays that
the goods and services are of good quality.
As per the views of Rubio, Villaseñor and Yagüe, (2017) the major purpose of using the
loyalty scheme is to increase the market share by attracting more of the consumers. This is
necessary because the competition in the business environment is very large and it is very
necessary for companies to be in competition for getting success. Hence, for this the use of

loyalty cards and schemes is made as this provides and increases the number of loyal consumers
for the company and this in turn increases the sales of the company.
Also, in the views of Kumari and Chahal, (2017) the major purpose of using the loyalty
card scheme is that the loyal consumers spend more amount of money as compared to new
consumers. The major reason behind this fact is that the consumers which are used to the product
will keep on purchasing the product more often. Thus, this will increase the sales of company
and also this will increase the number of consumers. This is majorly because of the fact that
when other people will see that the company is having many frequent purchases by the same
consumers then other employees will also get attracted towards the product and services of the
company. Hence this will increase the overall sales and number of consumers for the company.
Wang, Hu and Liu. (2017) criticizes that the use of loyalty scheme and cards will assist
the company in reducing the marketing cost of the company. This is majorly because of the fact
that if the consumers are loyal with the company then this automatically increase the marketing
of the company without any effort. It is so majorly because of the reason that when there is
loyalty of same consumers then this will automatically attract other consumers and this will in
turn reduce the cost of marketing as other consumer will automatically get attracted.
Driver of consumer loyalty
As per the thinking of Ofori, Boakye and Narteh, (2018) there are many drivers which
influences the consumers to be loyal to one brand only. These drivers are some points or basis on
which the consumers get attracted and purchases the goods and services on a frequent basis. The
major driver is the attitude of the consumers. This is majorly because of the fact that if the
attitude of the consumer will be positive towards the product and services and the image of the
company then the consumer will be loyal.
The positive attitude of customers towards services or goods will be beneficial for
company as it help to generate their revenue and increase profitability. Attitude plays vital role in
consumer loyalty, it can be said that it is one of the most essential diver of it. Emotional and
sentimental attitude help in consumer loyalty, some people stick to a specific suppliers and
products due to their sentimental and emotional connection with that person and thing. This
attachment may be due to product feature and uniqueness. Physical location of supplier is the
base of attachment that help to increase consumer loyalty. Goods pattern and packaging provided
by supplier that exactly suits client due to esteemed assistance provided by supplier. This kind of

bonding will effectively enhance customers loyalty. Furthermore, number of other drivers under
attitude consider as driver of consumer loyalty such as rational type. Few clients take purchase
decision rationally without thinking too much. Before taking any things they conduct evaluation
and examine suppliers and assess profitability criteria, rational type of consumers always be
loyal towards products.
On the other hand Han and et.al., (2018) highlighted that different types of driver playing
their role towards driving consumer loyalty. Great customers service offered by firm play
effective and most important role as driver of client loyalty. When target market love goods and
feel valued when they purchase items from any firm, it drives towards consumer loyalty they
being always loyal with that thing for longer and purchase it with repetitive habit. When
Consumer feel respected when they get great services, they likely to form a positive emotional
connection with specific brand that keep them loyal for longer period. People appreciate pleasant
and friendly services when they make buy something, it keeps them connected with that services
or things for long period of time.
Aspects of goods could substantially help and contribute in retaining loyalty of
consumers. According to Vahabzadeh and et.al., (2017) differentiation in goods will help firm to
influence on consumers' mindset, nature and behaviour towards purchasing, it also helps to
reduce competition in market, that make customer always loyal for them. Product is the
significance driver of consumer loyalty instead of other, while buying things people always focus
on goods quality. When it must be good consumer stick with it for longer, but when it becomes
worst they never see or buy it again. By producing multiple goods, firms can enhance their
relationship with its clients and increase consumer loyalty because it is very essential as it helps
to increase consumer base and support to gain competitive benefits. By offering different goods
to same consumers organization effectively retain its target market and increase level of loyalty
towards products as well as business. When individual client is loyal towards specific brand, then
there are the best chances to retain their loyalty for entire range of brands.
Worth of using customer loyalty schemes
According to Nastasoiu and Vandenbosch (2019) loyal customers always tell their family
and friends about the positive experience and if company uses customer loyalty programs the It
will be more beneficial for the company to increase the brand image of the firm. Further,
investing upon these customer loyalty programs will also help to increase customer retention and

determine the need and wants of customer as well. Not only this, Pesonen, Komppula and
Murphy (2019) also stated that it is worth of using customer loyalty because it leads to better
customer communication and this in turn assist to raise the brand image of the firm as well. Not
only this, investing upon the customer loyalty programs also assist to market saturation and in
this competitive working environment, most of the company should use best loyalty programs
which is based upon the sustainable competitive advantage.
He, Tian and Wang (2019) stated that investing in the customer loyalty programs also
leads to repeat business and also reduce marketing cost too which in turn assist to improve the
brand image and also forecast accuracy. Hence, this is also increase the selling opportunities and
minimize service cost as well, which in turn assist to attract range of customers towards it.
Advantage and disadvantage of using customer loyalty schemes
Gopalakrishnan and et.al., (2019) stated that customer retention is the primary motive
behind every loyalty program in which company needs to retain their customer. Such that many
studies also state that loyalty programs increase the overall revenue up to 10% and most of the
members also spend 20% as compared to non members on average. Another advantage of using
this method is such that it increases customer communication and also offers a direct line to
customers in order to make communication easier. Ladsawut and Nunkoo, (2017) explain that
another benefit of using customer loyalty schemes is such that it increases brand differentiation
which means help to distinguish business from competitors. Further, reward programs also assist
customer to choose business by their own.
On the other other side, Kim and Kwon, (2017) argued that there are different limitation
of using customer loyalty programs such that customer panel data may also be more
representative as compared to loyalty card member data. Also, customer also feel offended
sometimes, if they are uncomfortable while sharing the sensitive information in order to get best
incentives of the programs. Along with this, perhaps the data also did not be accurately reflect
about customer loyalty and it is so because frequent buyer is not necessarily a loyal one. That is
why, most of the top company did not use this method in order to get the best outcomes.
In addition to this , Rubio, Villaseñor and Yagüe, (2017) stated that reward programs are
also expensive and by providing discount on the specific products will also lead to somehow
damage the overall financial performance of the firm in negative manner. More that 75% of the
top multinational companies also have loyalty programs which also generate return on

investment and in the same time, if the discount are balance and if programs are effective then
company are able to recoup any losses.
RESEARCH METHODOLOGY
Research methodology is the specific process which is used to select, process as well as
analyse the information relate to specific topic. This section assist researcher to determine the
overall study's reliability and validity. Further, the key element of research methodology section
are as mention below:
Research method: There are three main types of research method such that qualitative,
quantitative and mixed research methods (Kumar, 2019). for the current study, qualitative
research study is used that assist to explain the overall view point of selected respondents.
Through this method, researcher also conduct the overall study in more precise manner so that it
will easily meet the defined aim and objectives.
Research philosophy: It is the notion which is used to collect the information and
conduct the research in precise manner. Research philosophy also involves to formulate beliefs
and assumptions. There are four types of research philosophy such that Realism, Interpretivism,
Positivism and Pragmatism. Among all, researcher chooses interpretivism research philosophy
that integrates human interest into a study and also access to reality. Further, this method also
assist to focus on aim and also reflect different aspect of issue. Through this method, researcher
may easily determine whether customer loyalty programs are worth or not.
Research approach: Research approach is that plan or procedure which consist to
different steps with a broad assumptions into a detail method of data collection, analysis. This
method also assist to determine how research problem is assessed. There are three types of
research approach such that deductive, inductive and deductive (De Costa, Crowther and
Maloney, 2019). Among all, inductive research approach has been chooses in order to answer the
research problem in better manner. Further, this method also involves the search for pattern from
observation and development of explanation. Hence, this method also assist to conduct the
research in more precise manner and also determine whether customer loyalty is worthy or not.
Data collection: It is the method or process of collecting the information which enable a
researcher to answer the research question. Further, there are two types of data collection
methods which are also used by researcher i.e. primary and secondary data collection method.

Under primary, researcher chooses questionnaire method under survey method that helps to
determine the overall view of selected sample (Gray, 2019). While on the other side, for
secondary research method, researcher chooses relevant articles, journals and books related to
topic so that it will assist to determine the answer of research question. This method examine
whether investing in customer loyalty programs are worthy or not.
Data analysis: It refers to that procedure which is used to inspecting, cleansing and
transforming the data with a goal of discovering useful information so that it will lead to generate
the overall conclusion. Moreover, in order to meet the defined aim and objectives, researcher
chooses thematic data analysis method under qualitative data analysis method in which different
graphs and pictures are used that helps to examine views of selected sample. Moreover, this
method also assist scholar to take better decision and answer all the research question in more
better manner.
Sampling: It is the process through which researcher determine number of observation
which are taken from the large population. Sampling will assist to determine the mindset and
perception of selected respondents and this will further assist to generate best results with regards
to topic. Moreover, there are two types of sampling probability and non- probability sampling
method (Ryder and et.al., 2019). Among all, researcher chooses random sampling method in
which it select 30 customer who help to determine the whether customer loyalty programs are
beneficial for the business and it will assist to meet the defined aim and objectives or not.
Ethical and considerations: It is another key element of the research methodology
section which specify researcher to conduct the research in more precise manner. Scholar should
take consent from the selected respondents prior to conducting study so that it will not cause any
harm to study (Sivell and et.al., 2019). Further, researcher should also make sure that they
maintain proper confidentiality and also make sure that there should not be any
miscommunication because it may leads to generate wrong results as well. Researcher should
also make sure that they will comply with Data protection act so that proper confidentiality will
maintained.
Limitation: There were many limitation which was seen by the scholar at the time of
conducting research for the cited firm. Selection of the sample size was the biggest limitation, as
it was getting difficult for the scholar in selecting the sample size for the project, but with the
help of the tutor and senior scholar was able to select the sample size for the project. Another

limitation of the study was the lack of the previous studies on the topic of the study or supportive
topic, but with the help of the different article of different author, scholar was able to carry out
the outcome of the research.
DATA ANALYSIS
Theme 1: “Knowledge about the topic”
Particular Number of respondent Percentage of respondent
Yes 28 93.33
No 2 6.67
Total 30 100
Interpretation: Collected data through survey has helped the scholar in understanding
that there is good sort of knowledge about customer loyalty scheme in the organization, this is
very positive sign for the organization. As it will help the company in bringing the variety of the
new policy in the organization very comfortably. As all the employee will provide a good sort of
support to the organization in different condition of the organization. This will also help the
organization, as it is very important for the organization to have a good sort of the employee
support to bring different customer loyalty scheme in an organization. Collected data shows that
Yes No
0
10
20
30
40
50
60
70
80
90
100 93.33
6.67
Percentage of respondent

out of pool of total 30 respondent 28 respondent has choose the option of yes and remaining 2
respondent has choose the option of no in the survey.
Theme 2: “Main factor which used to drive the customer loyalty”
Particular Number of respondent Percentage of respondent
Positive attitude 2 6.67
Physical location of store 3 10.00
Customer Service 12 40
Differentiation in goods 13 43.33
Total 30 100
Interpretation: Collected data with the help of primary data collection tool, it has been
interpreted that there are two main factor which used to drive the customer loyalty scheme in the
market. As there 25 respondent out of 30 respondent has gone with customer service and
Differentiate good ( Specifically 12 respondent customer service and 13 respondent has gone
6.67
10.00
40.00
43.33 Positive attitude
physical location of store
Customer Service
Differentiation in goods

with the Differentiate good). It was also highlighted by the author that customer service offer by
the company and variant of product of an organization used to play a very significant role in
driving the customer loyalty in the market. Other than that 3 and 2 respondent was having the
opinion that physical location of store and positive attitude are another factor which used to drive
the customer loyalty in the market.
Theme 3: “customer loyalty scheme used to help organization in building customer base”
Particular Number of respondent Percentage of respondent
Yes 26 86.67
No 4 13.13
Total 30 100
Interpretation: After going through primary data which was collected, it has been
interpreted that customer base of the company is positively linked with the loyalty scheme of the
company. This was supported and highlighted by the author also in the Literature review section
of the study. Reason behind the same is the customer loyalty program used to build good sort of
relationship with the customer in the market. This help the company in building good customer
Yes No
0
10
20
30
40
50
60
70
80
90
100
86.67
13.13
Column G

base of the company. Collected data help in interpreting that 26 respondent has choose yes as a
option and only 4 respondent out of total pool of the respondent has gone with the option of no.
Theme 4: “main purpose for which organization used to make different loyalty schemes”
Particular Number of respondent Percentage of respondent
Customer base 1 3.3
Enhance sales of company 1 5.0
Others 2 6.7
Both A and B 26 86.7
Total 30 100
Interpretation: Analysing the primary data which was collected, has helped the scholar in
interpretation that there customer base building and enhancing sales of the company is two
3.3
5.0
6.7
86.7
Customer base
Enhance sales of company
Others
Both A and B

benefit which is brought by the customer loyalty scheme in the organization. Author in the
Literature review section has also highlighted that customer base and improving sales of the
company are the two purpose for which organization used to develop good loyalty scheme in an
organization. As collected data with the help of the primary data collection tool explain that out
of pool of 30 respondent, 26 respondent has gone with the option of both A and B. Other than
that 2, 1, 1 respondent has gone with the option of others, enhance sales of the company and
building good customer base in the organization.
Theme 5: “benefit of having customer loyalty scheme in an organization”
Particular Number of respondent Percentage of respondent
Customer retention 1 3.3
Customer Communication 1 5.0
Brand Differentiation 2 6.7
All of Above 26 86.7
Total 30 100

Interpretation: Collected data via survey has helped in interpretation that there are more
than one benefit which is brought by the customer loyalty scheme in an organization. Author was
also having the same opinion as, literature review section shows that there are many different
type of benefit which is brought by the loyalty scheme in the organization. Collected stats shows
that 26 respondent out of pool of 30 respondent has gone with the option of All of above which
means, customer loyalty program help company in customer retention, customer communication,
brand differentiation. Other than that 2, 1, 1 respondent has gone with the option of brand
differentiation, customer communication and customer retention respectively.
Theme 6: “Mark and Spencer used to offer different sort of loyalty scheme in the market”
Particular Number of respondent Percentage of respondent
Yes 26 86.67
No 4 13.13
Total 30 100
3.3
5.0
6.7
86.7
Consumer retention
customer communication
brand differentiation
All of Above

Interpretation: Collected data with the help of the primary data collection tool has helped the
scholar in understanding that Mark and Spencer in the organization used to make variety of the
different efforts to draft different customer loyalty scheme. As collected data with the help of the
survey has interpreted that out of the total pool of 30 respondent 26 respondent has gone with the
option of yes, which is very positive side for the organization in long run. Remaining 4
respondent has gone with the option of no. So it can be said that Mark and Spencer used to
develop different customer loyalty scheme in the market.
Yes No
0
10
20
30
40
50
60
70
80
90
100
86.67
13.13
Column G

Theme 7: challenges which is seen by the organization due to the customer loyalty scheme
Particular Number of respondent Percentage of respondent
Customer Panel Data 1 3.3
Customer feel offended 2 5.0
Increases cost of the company 24 80.0
All of above 3 10.0
Total 30 100
Interpretation: Collected data with the help of the survey has helped the scholar in
analysing and interpretation that out of the total pool of 30 respondent 24 respondent has gone
with the option of increasing cost of the company. It eventually means that customer loyalty
scheme in the organization used to enhance the cost of the company in long run. Author also
highlights that as bringing variety of scheme in the market, used to ask company in investing
good sort of the resources for the same in an organization. Other than that remaining 3, 2, and 1
respondent has gone with the option of All of above, customer feel offended and customer panel
data.
3.3
5.0
80.0
10.0
Customer Panel Data
Customer feel offended
Increases cost of the company
All of above

Theme 8: “Worth of using customer loyalty scheme”
Particular Number of respondent
Percentage of
respondent
Work as a promotional tool 11 36.7
Help in analysing customer need 11 5.0
Better the customer communication 5 16.7
Help in reducing marketing cost 3 10.0
Total 30 100
Interpretation: After going through the above collected data, it can be easily interpreted
that there are two important aspect which used to help the company in improving the customer
loyalty scheme in the organization. Author in the literate review section has also interpreted the
same by analysing the different value which is brought by customer loyalty system in the market.
Collected data used to show that out of the total pool of 30 respondent 22 respondent, 11 each
36.7
36.7
16.7
10.0
Work as a promotional tool
Help in analyzing customer
need
Better the customer
communication
Help in reducing marketing
cost

respondent has gone with the option of work as a promotional tool and help in analysing the
customer need. Other than that 5 and 3 respondent has gone with the option of betterment of
communication and help in reducing the marketing cost of the company respectively.
Theme 9: “Customer loyalty used to improve the goodwill of the company? Justify your
opinion”
Interpretation: After going through the different suggestion of different respondent in
the market, it has been interpreted that most of the respondent has gone with the option of yes in
the market. Reason behind the same is highlighted by them is that customer loyalty scheme used
to help the company on building good sort of relationship with the customer in the market, this
eventually makes the good name of the company in the market and helps the company in
building good goodwill of the company in the long run.
Theme 10: “Recommendation to improve customer loyalty in the market”
Interpretation: After going through the variety of the different suggestion of the
respondent on the open question it has been interpreted that organization always used to analysis
the market, before making any sort of the policy in the organization. As this will help the
company in making different customer loyalty scheme of the organization on the basis of the
current situation of the market and also by analysing the need of the customer in the market in
current situation.
CONCLUSION AND RECOMMENDATION
After going through the above report it has been concluded that customer loyalty scheme
is very worth to be adopted by the organization. So for the same it has been recommend ate to
the organization that they should adopt the customer loyalty system in the organization with the
help of the market research. As this will help the company in understanding the customer need
and the current position of the market. This will help in making the customer loyalty scheme
more efficiently in the market.
This has been also concluded that customer loyalty used to increase the sell of the
company but at the same time it also used to increase the cost of the company on the other hand.
This has been recommended that organization with the help of recruiting better human resource

in the organization and bringing good sort of changes in the production process of the company
organization can lifeline the negative impact of the cost on the business as well.
After that report has also concluded that there are two factor which used to drive the
customer loyalty in the market that is customer service and location of an store. This has been
recommend to the organization that organization has to invest good sort of the resources toward
enhancing the quality of the customer service in the organization, this eventually used to help the
organization in driving customer toward the customer loyalty program of the company.
This report also conclude that there are many benefit and drawback which are brought by
the customer loyalty chem but benefit are too good to overlook the drawback of the same, so for
the same reason it has been recommend to the organization that they used to make the different
efforts to make different customer loyalty scheme, this will eventually help the company in
enhancing the level of sales in long run of the business.
REFLECTION
Conducting study for the organization has helped me in learning variety of the new thing.
First and foremost important thing which was learnt by me was the knowledge of the topic and
how to conduct the study in the market. This knowledge will help me in conducting any other
study in the past for the same company or any other organization. In the case of the knowledge
about the topic, in the past I was not having that sort of knowledge about the topic but
conducting the research has taken me through variety of different literature, this will eventually
helped me in building good knowledge about the topic.
There were many different type of skill which was also developed by me, communication
is the first of them. As report has asked me to communicate with different colleague in the team
with the help of communication tool, this has helped me in improving the level of
communication skill in me. I am also able to build good sourcing skill, as this report has asked
me to go through the variety of the sources to collect the variety of the different data for
conducting the study.
LIMITATION
There were many different issue which also faced by me in the process of conducting the
study. Time constant was the biggest as time allotted to the team to conduct the research was

very limited. To overcome the same issue I have taken help of my team to complete the study,
which has helped me in completing the study on time. Another issue was to select the best source
through which different sort of the information can be collected, to overcome the same issue I
have taken help of the tutor to select the best source to collect the data. This has helped me in
getting the good sort of the data from the market, to conduct the research on the same.

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Online

QUESTIONNAIRE
Name:
Age:
1. Are you having good sort of knowledge about the concept of customer loyality?
 Yes
 No
2. In your thought what is the main factor which used to drive the customer loyality?
 Positive attitude
 physical location of store
 Customer Service
 Differentiation in goods
3. Is customer loyality scheme used to help organization in building customer base?
 Yes
 No
4. What are the main purpose for which organization used to make different loyalty schemes?
 Customer base
 Enhance sales of company
 Others
 Both A and B
6. What is the biggest benefit of having customer loyalty scheme in an organization?
 Consumer retention
 customer communication
 brand differentiation
 All of Above

5. Is mark and spencer used to offer different sort of loyalty scheme in the market?
 Yes
 No
7. What are the different challenges which is seen by the organization due to the customer
loyalty scheme?
 Customer Panel Data
 Customer feel offended
 Increases cost of the company
 All of above
8. In your thought why it is worth of using customer loyalty scheme?
 Work as a promotional tool
 Help in analysing customer need
 Better the customer communication
 Help in reducing marketing cost
9. In your throught is customer loyaty used to improve the goodwill of the company? Justify
your opininon? …........................
10. Recommendation to improve customer loyality in the market?.............................