Research Project: Customer Loyalty Programs and Reward Schemes at VS

This research project examines the effectiveness of customer loyalty programs and reward schemes within Victoria's Secret. The study begins with an overview of the company and its market position, followed by an investigation into the concept of consumer loyalty and reward schemes, drawing upon existing literature. The research then outlines the project's objectives, research questions, and the methodology employed, including the rationale for selecting this topic and the factors influencing the research. A critical review of the literature explores themes such as the impact of customer loyalty programs, factors affecting consumer loyalty, and the importance of customer service. The report aims to identify how these programs impact customer retention and suggest ways to improve customer services through loyalty and reward schemes. The research is structured to provide a comprehensive analysis of customer loyalty within the context of Victoria's Secret, with the ultimate goal of providing actionable recommendations for enhancing customer engagement and retention.

RESEARCH
PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................1
1.1 Formulating Research project specifications ............................................................................1
1.2 Element contributed for the selection of investigation project.................................................2
1.3 Critical review of selected research topic .................................................................................3
1.4 Research project specification ................................................................................................10
Conclusion ....................................................................................................................................12
1.5 Plan and procedure for research project .................................................................................13
TASK 2..........................................................................................................................................16
2.1 Matching efficiency of resources for the investigation questions...........................................16
2.2 Designing questionnaire..........................................................................................................17
2.3 Recording and collecting the data ...........................................................................................19
TASK 3..........................................................................................................................................21
3.1 Research evaluation technique.................................................................................................21
3.2 Interpretation and analysis of results ......................................................................................22
3.3 Recommendations and areas for further research ...................................................................35
TASK 4 .........................................................................................................................................36
REFERENCES .............................................................................................................................45

Topic of research :- Customer Loyalty program and reward schemes in
Victoria secret company
TASK 1
1.1 Formulating Research project specifications
Customers are most significant resources of an organization and they provides financial
revenues and profitability to the business (icholson and Oliphant, 2014). In order to attract
customers, effective products should be provided to clients. It helps the organisation in order to
maintain connection. It is vital that better and effective services should be offered to the
consumers so that they can be attracted towards selling the products and services of the entity.
Consumer loyalty programs supports for retaining regular customers and enhancing commitment
from occasional buyers. Needs and preferences of the buyers should be considered so that their
loyalty can be gained and it will help for gaining competitive advantage for the business.
Present study is based on Victoria Secret Company which is a leading organization of the
world. Victoria's secret considered as an American designing and manufacturing company. They
are providing lingerie for women's, cosmetic items and many more things are selling. They are
served in different areas of various nations that assists to frame ideas and opinion of key people.
They expand their business continuously with implementing finance in different areas. It offers
superior quality goods to the consumers and it aids for gaining loyalty of buyers. It is a leading
manufacturer and marketers of consumers goods and it sells women-wear and beauty products
that are offered by the company. Along with this company also offers designer clothing products
and millions of consumers are using the products that are being offered by the company.
Customer loyalty programs that are offered in the entity are well designed and developed so that
long term loyalty and commitment from buyers should be gained.
INVESTIGATION GOAL AND ACCUSATIVE
Goal :- Goal of present research is identify effectiveness of clients loyalty along with reward
schemes in order to retain clients in Victoria secret company.
Research objectives :-
 To understand the concept of Consumer loyalty and reward schemes.
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 To analyse the effectiveness of customer loyalty and reward schemes in improving
customer retention adopted by Victoria Secret company.
 To recommend ways that could be used for improving customer services through
Consumer loyalty and reward schemes in Victoria Secret company.
Research question
Research questions that will be used for conducting this study is as follows :-
1- Explain the concept of Consumer loyalty and reward schemes?
2- Identify and analyse the effectiveness of customer loyalty and reward schemes in improving
customer retention adopted by Victoria Secret company factors that gives impact on the
customer loyalty and reward schemes ?
3- Recommend ways that could be used for improving customer services through Consumer
loyalty and reward schemes in Victoria Secret company?
1.2 Element contributed for the selection of investigation project.
Various factors that are associated with the selection of investigation of project. Some of them
are following:
Various factors that are associated with the selection of investigation of project. Some of
them are following:
Interest: I am interested in analysing client loyalty in respect to take reward scheme. I
have high interest in this area as it will assist me in enhancing my knowledge. Therefore, this
research project was undertaken.
Experience: The present research aids to develop my understanding with strategies which
could be implemented to take high quality services at workplace. It will be helpful in increasing
my experience. This is one of the factors due to which the research project was selected.
Explore: With the help of present experience, I can explore about this topic that assists to
enhance effective results in the organisation. This topic explores positive results at workplace
regarding objectives of research.
Benefits: The present research assists to create benefits to analysis needs and requirement
of client in chosen business environment. They will be able to identify customer perception
towards products and services. Hence, the organisation provides good according to service users'
requirement.
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Resource availability: Before conducting research I have enough finance and human
resources' availability that assist to carry it. Hence, the selected topic has been taken to analysis
customer loyalty with reward scheme.
Rationale of study
The purpose of the study is to study Consumer loyalty and reward schemes on customer
service at Victoria Secret company. Customer provides financial revenues by purchasing the
products and services that are sold by the firm. It is vital that needs of the consumers should be
met so that their loyalty could be gained. Consumer loyalty programs support for selling large
amount of products and profitability of the company can be enhanced through this. Evaluating
Effectiveness of consumer loyalty program aids for identifying weak performing areas and it will
also support for making improvements in the existing reward schemes that organisations are
providing. This report is based in order to identify goals of existing customer loyalty programs
and reward schemes in Victoria Secret company. It will expedites for identifying the factors
that gives impact on the customer services that are offered by the organization.
1.3 Critical review of selected research topic
Literature review
Theme 1 : Concept of Consumer loyalty and reward schemes.
As per the view of (Loebl, 2014), consumers are shopping the products quickly becoming
past and e-commerce in respect to determines interaction with different businesses. Due to
mobility explosion of the past years, online concept will be develops that could be impact on
changes in consumer habits. In respect to engage with customers, their purchasing habit need to
be know by the organisation. However, (MARTIN, 1998) argued that in respect to look towards
behaviours of modern customer, issues need to be solved regarding consumers demand and
requirement. In this way, it has been identified that changes in relationship of customer and
retailer, consumer perhaps with interesting results.
According to Nicholson and Oliphant, (2014) Consumer loyalty program is a unique and
effective mechanism for identifying and rewarding loyal customers of business. In this method
points are collected by buyers as per the scale of their purchase and it assists the buyer for getting
additional benefits for repeat purchase that is being made by them. Loyalty points are used by
purchasers for next visit that is being made by them. Customer services is defined as provision of
services by an organization to the buyers before, during and after purchase. Success of any
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organization depends upon level of its services and loyalty of buyers can be gained by offering
them superior class services. Kotler and et.al., (2015) has mentioned that companies should give
focus on making improvements in their loyalty programs so that better values can be provided to
them. It is an act of meeting the needs and preferences of consumers so that they can be offered
the best products as per their requirements.
Along with this it is an activity that is related with meeting the requirement and needs of
buyers. Sheth and Sisodia, (2015) has mentioned that customer loyalty programs that are being
introduced by the company aids for attracting the consumers towards making repurchasing.
These types of programs encourage consumers for repurchasing the goods so that benefits of
additional benefits that are offered by the firm can be taken. It makes the buyers loyal for doing
repeat purchase with the business. Along with this, there are various types of loyalty programs
that are offered by the companies and it includes rewarding consumers with offering free and
discounted products or services that are being purchased by them. With this, some other benefits
are also rendered to buyers under the consumer loyalty programs.
Chun and Ovchinnikov, (2015) has mentioned that some companies send the discounting
codes and coupons to their existing consumers with objective to entice them to do business with
the company again. In regard to this, competitive activities are also been organized and
consumers are provided with the chance to win attractive gifts under them. With this some
companies make use of providing consumers with the extra benefits so that they can be attracted
to make additional purchase with the firm. Hwang and Kandampully, (2015) has defined that
nowadays some firms are pledging from buyers to donate money towards charity purpose.
Likewise rewards are also given to buyers to add more number of consumers for selling goods
and services online. It aid in order to enhance present base of clients to increase profitability and
growth of company.
Brynjolfsson, Hu and Rahman, (2013) has defined that rewards needs to be relevant so
that actual value can be delivered to purchasers. Customer loyalty programs and reward schemes
gives a major impact on the practices and procedures that are followed in an organization.
Overall performance of the company also gets influenced due to the effective services that is
being offered by the company. Competition is getting high and globalization has made it
essential to adopt innovative approaches so that required goals and objectives of the company
could be achieved.
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Wilson, Zeithaml and Gremler, (2012) has described that satisfied customer is asset for
the entity and gaining contend of buyers helps for making improvements in financial revenues
that are received by the firm. An organization that offers attractive loyalty programs is likely to
Gaines competitive advantage over the rival firms and it supports for making enhancements in
existing market share of the organization.
Better and effective customer loyalty and reward program vital to ensure that a company
compete effectively in market. Along with this it is essential that better experience should be
provided to customers and rendering effective services to the buyers. Shirsavar and Fashkhamy,
(2013) has mentioned that purchasers are willing to pay more for gaining better experience and
companies can focus for getting loyalty of buyers. Ongoing client relationships can be improved
and it will help for taking support of buyers. Retaining the existing consumer base of the entity
will become easier and it will aid for making enhancement in existing consumer base. Loyalty
programs also supports for making positive improvements in relationship marketing and it will
aid for gaining economic rewards in terms of highly satisfied customers for the business.
Theme 2 : Factors affecting Consumer loyalty and reward schemes
As per the view of (Kleidon, 2017), there are various factors exist that assists to identify
customer services. Most pleasant experience with the person can make effective food products or
shopping delays. It includes factors such as perception, satisfaction level, views, etc. On the
other hand, Hwang and Kandampully, (2015) stated that there are so many elements which
creates impact on their purchasing power and profitability at workplace. It includes convenience,
expectations and customer services. This is because, these elements assists to get proper
knowledge regarding effective results at workplace.
According to Roshani, Enayati and Lashkary, (2013) customer loyalty scheme and
reward programs is an effective tool that could be used by organizations for enhancing their
existing services and performance. There are diverse range of factors that gives impact on the
customer loyalty programs that are being offered by an organization. Along with this, it is critical
that impact of these elements should be considered while designing services of the entity.
Moreover, it is required that companies should give focus on assessing the elements that
gives impact on the reward schemes that are being offered by the firm. Mishra and Sinha, (2014)
describes that lack of proper communication is also a significant factor that gives impact on the
customer loyalty programs that are provided by the organization. It is essential that buyers
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should be well informed about different type of reward schemes that are being offered by the
company.
If there will be lack of proper communication channel than it will become difficult for
achieving the required marketing objectives through loyalty programs that are being offered by
the organisation. Yoshida, Heere and Gordon, (2015) has defined that there are some key
attributes of consumer loyalty programs and it comprise of quality, reliability and performance.
Buyers whose repeat purchasing is driven by quality of product are more likely to show high
predisposition towards the brand. These types of consumers are less likely to be affected by
increase in price of the products and low price elasticity.
It is vital that loyalty programs that are being offered by the firm should be designed
considering individual requirement, needs and preferences of buyers. Faff, Carrick and Tunny,
(2017) has explained that consumer centric approach provides a innovative framework that could
be used by organization for understanding the main criteria for the consumer choice. Purchase
frequency and changing purchasing behaviour are also some major factors that gives impact on
the effectiveness of loyalty program that is being introduced by the firm.
Chaffey, Smith and Smith, (2012) has explained that Proper monitoring and evaluation of
purchasing frequency assist for making it ensure that competitive advantage should be gained for
the business. Service offered at the organization is also one of the major indicator that lead
towards giving impact on the overall effectiveness of the consumer loyalty programs. Loyalty
cards and destination of consumer place are also included in the category of major factors that
affect the efficiency of the loyalty programs.
Wu, (2013) has defined that It is imperative that companies should have expert
professionals so that they can deliver better and effective services under the consumer loyalty
program. It is requisite that individuals who are responsible for providing services to buyers
should be capable enough so that they can accomplish the required goals and objectives in
successful manner. Along with these companies have opportunity for taking advantage of loyalty
programs to retail consumers and receiving commitment from them.
Theme 3 : Methods for improving customer services through study Consumer loyalty and
reward schemes
Korschun, Bhattacharya and Swain, (2014) has described that attractive and effective
customer loyalty programs that are provided by an organization supports for retaining the
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consumers. It is critical that companies should identify different methods that could be used for
making improvements in existing reward programs so that more number of buyers can be
attracted for ensuring repeat purchase. Along with this it will aid for making improvements in
overall performance and long term growth of the company can be ensured through this. Chaffey,
Smith and Smith, (2012) has explained that there are different methods that could be used for
making improvements in customer loyalty programs that are being offered by an organization.
Professionals and experts can be hired so that advice can be taken from them for making
improvements in practices and procedures that are used for delivering customer loyalty programs
in venture. Existing customer care executives and sales representatives can be developed by
organizing training programs, seminars and conferences. It will aid for making significant
improvements in skills and competence of the employees so that there level of services should be
enhanced.
Shirsavar and Fashkhamy, (2013) has described that investment made by any
organization in making improvement in skills of the employees will support for gaining higher
returns for accomplishing the goals and marketing objectives through consumer loyalty
programs. Companies can adopt Use of digital and information technology can be taken so that
advanced and innovative technology could be used for making improvement in practices that are
being followed in the company.
Support of top management is also essential and executives and managers can take
initiatives for making improvements in the customer services that are being performed in the
company. Feedbacks from consumers can also be taken so that weak performing areas of the
business can be performed. It will support for making improvements in performance of the
business. Some innovative approaches that could be used by business under consumer loyalty
program is giving rebate in gift vouchers, gift redemption schemes, insurance coverage for every
purchase and discount coupons for every purchase.
Theme 4 :- Use of technology in improving Consumer loyalty and reward schemes.
Kotler and et.al., (2015) has mentioned that technology can be used for making
improvements in existing consumer loyalty programs that are being offered by the firm. Social
media provides an innovative and easier platform for making the consumers aware about
different type of loyalty programs that are offered by any organization. Social networking sites
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such as Facebook, Twitter, Instagram provides a unique platform for making buyers inform and
doing brand promotions.
In addition to that it also helps for developing better and effective public relations with
the consumers. Objectives of CRM and relationship marketing could be achieved through this
and long term goals and success for the organization could be achieved. Technology is changing
the perspectives and majority of the organizations that are working across globe are making use
of advanced and innovative technology. It is helping for doing advertisement and brand
promotions for the organization.
Schumann, Wünderlich and Evanschitzky, (2014) has described that organizations that
are working in different industries have opportunities for making use of advanced technology so
that improvements can be made in the practices that are used for designing reward schemes in
the entity. Technology is playing a vital role in providing better and effective services to the
customers and making use of digital platform will support for ensuring effectiveness of loyalty
programs that is used in the business.
Conclusion
From the above literature review, it has been learned that different authors has distinctive
view towards customer loyalty. In this aspect, different programs and factors has been impacted
on the performances of organisation in respect to make successful results. Every person is
responsible to assess customer preference in business enterprise.
Creation of synthesis matrix
Point 1 Point 2 Point 3
Primary content (A)
Concept of
Consumer loyalty
and reward schemes
Nicholson and
Oliphant, (2014)
determines that loyalty
program is the wide
concept to implement
at workplace.
Sheth and Sisodia,
(2015) generate their
views in attraction of
customer at workplace
that induce them for
repurchasing.
Zeithaml and Gremler,
(2012) examined that
it assists to enhance
revenue and profits of
the business in
successful manner to
attract many people at
workplace.
Main idea (B) Factors Yoshida, Heere and Wu, (2013) said that Roshani, Enayati and
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affecting Consumer
loyalty and reward
schemes
Gordon, (2015)
explored their views
that there are several
elements need to be
implemented such as
reliability, relevancy
and much other
information that assists
to grows effective
results.
professional
knowledge has been
requires at workplace
that assists to develop
effective results.
Lashkary, (2013)
examined their views
in respect to
determines reward
scheme and consumer
loyalty towards
effective results at
workplace.
Main idea (C)
Methods for
improving customer
services through
study Consumer
loyalty and reward
schemes
Korschun,
Bhattacharya and
Swain, (2014)
determines that
methods need to be
implemented to
improves customer
loyalty at workplace.
Shirsavar and
Fashkhamy, (2013)
determines their
concept that there is
high investment
required to perform
effective functions and
operations at
workplace.
Chaffey, Smith and
Smith, (2012) stated
that ideas need to share
with various people so
that objectives will be
achieve in successful
manner.
Main idea (D) Use of
technology in
improving Consumer
loyalty and reward
schemes.
Kotler and et.al.,
(2015) said that
different types of
methodologies can be
used at workplace that
assist to improves
customer loyalty.
Schumann,
Wünderlich and
Evanschitzky, (2014)
examined that it is the
highest opportunities
towards the
organisation to
enhance reward
system scheme at
workplace.
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1.4 Research project specification
Research methodology
Aim: Goal of present research is identify effectiveness of clients loyalty along with reward
schemes in order to retain clients in Victoria secret company.
Background of research:Customer loyalty is gaining increasing importance nowadays and it is
supporting for gaining loyalty and trust of business consumers. Victoria secret company is
making use of customer loyalty programs for retaining the existing customers of the business.
These loyalty programs helps for gaining customer acquisition and retention and influence the
consumers for repeat purchase with the business. It also support for reducing the marketing cost
of the firm and minimizing its service cost. These programs helps for retaining the clients of
business.
Research objectives:
 To understand the concept of Consumer loyalty and reward schemes.
 To analyse the effectiveness of customer loyalty and reward schemes in improving
customer retention adopted by Victoria Secret company. To recommend ways that could be used for improving customer services through
Consumer loyalty and reward schemes in Victoria Secret company.
Research question
Research questions that will be used for conducting this study is as follows :-
1- Explain the concept of Consumer loyalty and reward schemes?
2- Identify and analyse the effectiveness of customer loyalty and reward schemes in improving
customer retention adopted by Victoria Secret company factors that gives impact on the
customer loyalty and reward schemes ?
Contributions
This section will contribute for gaining the required outcomes of the study and carrying out the
data analysis process in effective manner. The study will contribute to identify the ways through
which improvements could be made in the existing customer loyalty programs offered by the
organization. Outcomes of the study will also help the future researchers to understand and
explore the importance of customer loyalty programs for retaining the importance of business.
Methods
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It is one important part of the research and it helps the researcher to focus on the various tool and
techniques that can be used in order to carry out investigation.
For accomplishing the aims and objectives of the research. Following are the major sections of
researcher methodology:-
Investigation methods: In order to investigate research two methods can be considered, that
includes inductive and deductive styles(Mackey and Gass, 2015). On the basis of present study,
researcher has made use of inductive approach for evaluating customer services of Victoria
Secret Company. It has supported for getting more specific information that has been required by
the researcher.
Research design: It supports for identifying key problems that are linked with the study and in
this researcher exploratory researcher design has been used by the researcher for evaluating the
customer services of Victoria Secret company.
Data collection: in order to get effective results all the information that are considered should be
effective and reliable(Taylor, Bogdan and DeVault, 2015). Primary and secondary data has been
collected, therefore requirements of the researches can be achieved. Primary information has
been collected from 50 customers of Victoria Secret company. Along with this secondary
informations or data has been gathered with the help of books, journals and online resources.
With the help of all these sources objectives of the investigations are achieved effectively.
Sampling: It is vital that effective sampling method should be selected so that respondents can
be chosen for carrying out the research project. Along with this sampling helps for gathering
primary data which is collected through various sources. Two effective styles can be
implemented in order to do sampling for non-probabilistic and probabilistic data. Simple random
sampling has been selected and it has supported in order to gather information that are required
in the investigation.
Data analysis: Data analysis is used for evaluating the whole data that has been collected in the
research (Blumberg, Cooper and Schindler, 2014). There are two different methods that will be
used for carry out the research and it includes quantitative and qualitative. On the basis of
present study qualitative method are implemented in order to evaluate data for developing
various themes. Information which is gathered from data analysis has been presented with the
help of various tables. Proper technique that has been used for conducting the study has
supported for accomplishing the required accusative of investigation successfully.
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Conclusion
It can be concluded that in the present study scholar has made use of inductive approach
for evaluating customer services of Victoria Secret Company. Moreover exploratory researcher
design has been used by the researcher for evaluating the customer services of Victoria Secret
Company. Primary data has been collected by preparing questionnaire and taking response from
50 customers of Victoria Secret Company.
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1.5 Plan and procedure for research project
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Figure 1 Gantt chart
Figure 2 Network planning
Activities described in the Gantt chart :- All the essential activities that needs to be completed
have been mentioned in the Gantt chart. Writing the research proposal will be requiring time of 2
weeks and shaping aims and objectives time of 1 weak. Carrying out literature review and
research methodology will also be requiring time of 2 weak each. Primary data collection will be
done in 2 weeks and data analysis will be performed in 2 weeks. Conclusions and
recommendations will be done in time frame of 1 weak each.
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TASK 2
2.1 Matching efficiency of resources for the investigation questions.
With the help of qualitative and quantitative sources, researcher can identified consumer
loyalty and reward scheme at workplace. In this aspect, questionnaire will be helpful to conduct
the research program at workplace. Therefore, it will assist to make effective results at
workplace. There are sources has been used such as journals, e-books, database and other books.
In addition to this, there are several relevant information could be implemented that assist to
grow positive results at workplace such as human resources, financial resources and physical
resources. In human resource, there are several people are take place that participates in respect
to achieve goals and objectives. Financial resources are implemented such as finance for assess
the market research in systematic way. There are physical resources also taken which includes
tools, equipments and machinery, etc. Other resources which have been used in the study
comprise of library of resources which includes E-books, journals, publications and Books. In
addition to that Google scholar will be used as important source that will be used for completing
the entire study. Different information required for the study will be collected and the sources
will help for completing the same.
Library of resources :-
E-books – Information about consumer loyalty programs and its importance for the company
has been taken from E-books.
Google scholar – Data and information will be taken from Books and journals that are available
at Google scholar for completing the literature review. It has helped for collecting the secondary
data which is required for completing the study.
Publication and Books :- These sources have been used for collecting data and information
about importance of consumer loyalty programs. These sources have also be used for getting
information about ways which could be used for making improvements in the existing consumer
loyalty programs used by the firms.
Survey monkey :- It has been used for collecting the primary data which is required for
completing the data analysis section of the research work. Response have been taken from the
participants of the study and has supported for collecting the necessary data.
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In the present research main objective is to study Consumer loyalty and reward schemes
in Victoria Secret company. In order to achieve objective of investigation all the necessary
resources must be provided. In the present study financial, physical and human resources are
implemented in order to achieve objective successfully. There is need for using financial
resources for preparing questionnaire and collecting information and data. It helps to perform
research effectively.
2.2 Designing questionnaire
In order to carry the present research, questionnaire is design with carrying important
aspects that are related to aims and objectives. In this aspect, consumer loyalty and reward
scheme has been implemented at workplace that determines as important element. There are 11
questions asked from the selected respondents in order to determine different sections.
Questionnaire is taken on the selected topic which is based on views from respondents.
QUESTIONNAIRE
NAME OF RESPONDENT :-
AGE :-
GENDER :-
EDUCATIONAL QUALIFICATION :-
(1) Are you satisfied with the commodity and products provided by Victoria Secret company?
(a) Right (b) Wrong (c) Don't know
(2) Are you happy with the services that are being offered by the firm under the consumer
loyalty program ?
(a) Right (b) Wrong (c) Don't know
(3) What can be major issues due to you give preference for using a loyalty card of company?
(a) Attractive discounts (b) Special offers (c) Status symbol (d) Preferential treatment (e)
Benefits on new arrival
(4) Are you able to avil discounts on purchasing products through loyalty points?
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(a) Right (b) Wrong (c) Don't know
(5) Have you receive any additional benefit on joining VIP program?
(a) Right (b) Wrong (c) Don't know
(6) Are you happy with the Consumer loyalty programs of the firm?
(a) Right (b) Wrong (c) Don't know
(7) Do you feel that loyalty programs aid for encoraging towards more purchase?
(a) Right (b) Wrong (c) Don't know
(8) What do you feel about Reward schemes offer actual value to the customers?
(a) Right (b) Wrong (c) Don't know
(9) Do you prefer repurchasing the products of company ?
(a) Right (b) Wrong (c) Don't know
(10) Are you suggesting product of Victoria secret company to other people ?
(a) Right (b) Wrong (c) Don't know
(11) Do you prefer purchasing products if additional benefits are offered on it?
(a) Right (b) Wrong (c) Don't know
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2.3 Recording and collecting the data
Theme 1: Customers are satisfied with the products and services of Victoria Secret company.
Response Frequency
Yes 26
No 14
Can't say 10
Theme 2 : Customer are satisfied with the services offered by the firm under the consumer
loyalty program.
Response Frequency
Yes 22
No 20
Can't say 8
Theme 3 : Attractive discount is the major reason for which consumers give preference for using
a loyalty card of company.
Response Frequency
(a) Attractive discounts 20
(b) Special offers 8
(c) Status symbol 2
(d) Preferential treatment 12
(e) Benefits on new arrival 8
Theme 4: Customers are able to avail discounts on purchasing products through loyalty points.
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Response Frequency
Yes 25
No 23
Can't say 2
Theme 5 : Customers receive additional benefit on joining VIP program.
Response Frequency
Yes 26
No 23
Can't say 1
Theme 6 : Customers are satisfied with the Consumer loyalty programs that are offered be the
company .
Response Frequency
Yes 32
No 16
Can't say 2
Theme 7 : Customers feel that loyalty programs aid for encoraging towards more purchase.
Response Frequency
Yes 25
No 20
Can't say 5
Theme 8 : Customers feel feel that Reward schemes offer actual value to the customers.
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Response Frequency
Yes 45
No 2
Can't say 3
Theme 9 : Customers give preference for repurchasing the products of company.
Response Frequency
Yes 37
No 10
Can't say
3
Theme 10 : Customers suggested product of Victoria secret company to other people.
Response Frequency
Yes 32
No 14
Can't say 4
Theme 11 : Customers care executives give preferences for purchasing products if additional
benefits are offered on it.
Response Frequency
Yes 28
No 20
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Can't say 2
TASK 3
3.1 Research evaluation technique
There are main two research evaluation technique that are used and it includes
quantitative and qualitative techniques. Different type of approaches are used in both the
methods and it helps for executing the required research manner. A sample from entire
population is selected and their views are taken for completing the investigation report in
effective way. This investigation is based on the inductive method of exploring information. To
have depth understanding has been taken by making use of qualitative research technique.
Thematic analysis technique has been used for analysing the data that has been collected through
questionnaire method.
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3.2 Interpretation and analysis of results
Thematic analysis
Theme 1: Customers are satisfied with the products of Victoria Secret company.
Response Frequency
Yes 26
No 14
Can't say 10
Representation :-
On the basis of above graph it is clear that 26 answerer have declared that they are satisfied
with products are services provided by the Victoria secret company. Response given by 14
participants is in negative that they are not satisfied with the products that are offered by the
Victoria secret company. However, 10 respondents have stated their response in Can't say.
Response given by majority of the participants is positive that they are satisfied with the products
of the Victoria secret company.
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Theme 2 : Customers Are happy to use products that are being provided by the company
under the consumer loyalty program.
Response Frequency
Yes 22
No 20
Can't say 8
Representation :-
On the basis of above graph it is clear that 22 answerer have declared that they are
satisfied with products are services provided by under the consumer loyalty program.
However 20 respondents have stated that they are happy with the quality of services being
provided by company under the consumer loyalty program . Response given by 8 participants
was in Can't say and it shows that are unsure about the fact. Majority of the participants believes
that better services and response is given by customer care executives.
24

Theme 3 : Attractive discount is the major reason for which you give preference for using a
loyalty card of company.
Response Frequency
(a) Attractive discounts 20
(b) Special offers 8
(c) Status symbol 2
(d) Preferential treatment 12
(e) Benefits on new arrival 8
Representation :-
On the basis of above graph it is clear that 20 answerer have declared that they are
considering their products due to the attractive discounts provided by using a loyalty card of
the company. 4 participants have stated that special offers is major reason and 2 participants have
25
(a) Attractive discounts
(b) Special offers
(c) Status symbol
(d) Preferential treatment
(e) Benefits on new arrival
0
5
10
15
20
25
20
8
2
12
8
Frequency

stated that status symbol is major reason. With this 12 respondents have stated that preferential
treatment is one of the major reason behind it and 8 participants have stated that benefits on
arrival is the major reason for which consumers gives preference for availing loyalty card of
company.
Theme 4: Customers Are able to avail discounts on purchasing products through loyalty
points.
Response Frequency
Yes 25
No 23
Can't say 2
26

Representation :-
On the basis of above graph it is clear that 25 answerer have declared that they are being
able to avail discounts on purchasing products through loyalty points. On the other hand 23
participants have stated that they are not being able to avail discounts on purchasing products
through loyalty points. However 2 participants have stated their response in Can't say.
27

Theme 5 : Customers receive any additional benefit on joining VIP program.
Response Frequency
Yes 26
No 23
Can't say 1
Representation :-
On the basis of above graph it is clear that 26 answerer have declared that they receive
additional benefit on joining VIP program. 23 respondents have stated that they have not been
able to receive any additional benefit on joining VIP program. Response of 1 participants is in
Can't say. Majority of the participants believes that they have successfully receive additional
benefit on joining VIP program.
28

Theme 6 : Customers are satisfied with the Consumer loyalty programs that are offered be
the company.
Response Frequency
Yes 32
No 16
Can't say 2
Representation :- On the basis of above graph it is clear that 32 answerer have declared
that they are satisfied with the Consumer loyalty programs that are offered be the company.
Response given by 16 participants is in negative and response given by 2 respondents is that they
are not sure about this fact. Majority of the respondents believes that they are satisfied with the
Consumer loyalty programs that are offered be the company.
29

Theme 7 : Consumers feel that loyalty programs aid for encouraging towards more
purchase.
Response Frequency
Yes 25
No 20
Can't say 5
.
Representation :- On the basis of above graph it is clear that 25 answerer have declared
that according to them loyalty programs aid for encouraging towards more purchase .
Moreover, 20 participants have stated that loyalty programs does not aid for encouraging towards
30

more purchase. Response given by 2 respondents is in Can't say and they are not sure about this
fact. Majority of participants have stated that loyalty programs aid for encouraging towards more
purchase.
31

Theme 8 : Customers feel that Reward schemes offer actual value to the customers.
Response Frequency
Yes 45
No 2
Can't say 3
Representation :-
On the basis of above graph it is clear that 45 answerer have declared that according to
them Reward schemes offer actual value to the customers. Response given by 2 candidates is in
No and 3 respondents have answered as Don't know. It reflects that relative quantity of
participants feels that that Reward schemes offer actual value to the customers.
32

Theme 9 : Customers give preference for repurchasing the products of company.
Response Frequency
Yes 37
No 10
Can't say
3
Representation :- On the basis of above graph it is clear that 37 customers have answered
that they give preference for repurchasing the product of company. Moreover, 10 participants
have stated that they give preference for repurchasing products of the company. Response of 3
respondents is an Can't say and they are not sure about repurchasing the products of the
company.
33

Theme 10 : Customers suggested product of Victoria secret company to other people.
Response Frequency
Yes 32
No 14
Can't say 4
Representation :- On the basis of above graph it is clear that 33 customers have answered
that they suggest product of Victoria secret company to other people. More specifically 14
participants have stated their response in no. Along with this, views of 4 respondents are in Can's
say. It shows that majority of participants are agree with the fact that they suggest products of the
company to other people. It can be analysed that people are satisfied with the goods and services
that are being offered by the organization.
34

Theme 11 : Customers give preferences for purchasing products if additional benefits are
offered on it.
Response Frequency
Yes 28
No 20
Can't say 2
Representation :- On the basis of above graph it is clear that 28 customers have answered
that give preferences for purchasing products if additional benefits are offered on it. Moreover
specifically 20 respondents respondents have answered as Don't know. It reflects that relative
quantity of participants believes that they give preferences for purchasing products if additional
benefits are offered on it.
35

3.3 Recommendations and areas for further research
 It is recommended that company can hire experts so that loyalty programs can be
designed considering the needs and preferences of buyers. Focus should be given on
balancing attainable and desirable rewards. A simple point system can be used in which
consumers aspires for gaining certain amount of points for redeeming their rewards.
 Simple point system can be used for making positive improvements in the consumer
loyalty programs. Customers can be encouraged for earning more points and these points
can further be translated in the form of rewards.
 Customer feedback system can be developed in the organization so that views and
opinions of customers can be identified and it will aid for making improvements in the
existing loyalty programs. Simple point system is one of the best loyalty program
methodology that can be used by management of Victoria secret company.
 Non-monetary rewards can also be given to the customers such as promotional coupons
and various discount codes so that better values can be provided to the customers of the
business.
 Victoria secret can partner with other companies for providing more offers and enhancing
values and effectiveness of consumer loyalty programs.
 Use of advanced and innovative technology can be taken in order to make customers
aware about the rewards that are being provided by company. Social media can be used
and use of SERP technique can also be taken so that advertisement about loyalty
programs can be made. Social networking platform can be used for making regular
interaction with the buyers so that their reviews about loyalty programs offered by the
company can be assessed.
 Tier system can be used for rewarding loyalty of buyers and encouraging them towards
making hire purchase. In tier system initial loyalty of purchasers is rewarded and value
of rewards can be increased when the consumers moves up in the loyalty ladder.
Further areas of research :-
Further research can be conducted for identifying the methods through which existing customer
services of the companies can be improved.
36

Further research can be conducted for identifying the ways through which consumer loyalty
programs can be used for minimizing service cost for the business.
Research can be conducted for Assessing importance of consumer loyalty programs for customer
acquisition and retention.
Research can be conducted for identifying the importance of customer loyalty programs for
improving brand image of the business.
TASK 4
To: Director of Victoria secret company
From: XYZ
Date: 8th July 2017
Subject: Analysis of research findings and recommendations for further research
Executive summary
This report is about to analyse the effectiveness of Consumer loyalty and reward schemes
in retaining consumers in Victoria secret company. It explains findings of research that includes
some suggestions and recommendations for further research program such as identifying the
methods through which existing customer services of the companies can be improved and factors
that affecting to buying behaviour of consumer.
Theme 1: Customers are satisfied with the products of Victoria Secret company
Theme 2 : Customer Are satisfied with the services offered by the firm under the
consumer loyalty program.
37
Yes No Can't say
0
5
10
15
20
25
30
26
14
10

38

Theme 3 : Attractive discount is the major reason for which you give preference for using a
loyalty card of company
Theme 4 : Customers Are able to avail discounts on purchasing products through loyalty
points.
39
(a) Attractive discounts
(b) Special offers
(c) Status symbol
(d) Preferential treatment
(e) Benefits on new arrival
0
5
10
15
20
25
20
8
2
12
8
Frequency

Theme 5 : Customers receive any additional benefit on joining VIP program.
40
Yes No Can't say
0
5
10
15
20
25
30
25
23
2
Column C
Yes No Can't say
0
5
10
15
20
25
30
26
23
1
Column C

Theme 6 : Customers Customers are satisfied with the Consumer loyalty programs that
are offered be the company.
Theme 7 : Customers feel that loyalty programs aid for encouraging towards more
purchase.
41
Yes No Can't say
0
5
10
15
20
25
30
35
32
16
2
Column C
Yes No Can't say
0
5
10
15
20
25
30
25
20
5
Column C

42

Theme 8 : Customers feel that Customers feel that Reward schemes offer actual value to
the customers
Theme 9 : Customers give preference for repurchasing the products of company.
43
Yes No Can't say
0
5
10
15
20
25
30
35
40
45
50
45
2 3
Column C

Theme 10 : Customers suggested product of Victoria secret company to other people
Theme 11 : Customers give preferences for purchasing products if additional benefits are
offered on it.
44
Yes No Can't say
0
5
10
15
20
25
30
35
40 37
10
3
Column C

45
Yes No Can't say
0
5
10
15
20
25
30 28
20
2
Column C

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