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The effectiveness of a loyalty programme across income segments
Mini Dissertation (MBA)--University of Pretoria, 2015.
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| Other Authors: | |
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2016
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| _version_ | 1867613577912778752 |
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| access_status_str | Open Access |
| author2 | Morokane, Pride |
| author_browse | Morokane, Pride |
| author_facet | Morokane, Pride |
| collection | Thesis |
| dc_rights_str_mv | ©2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. |
| description | Mini Dissertation (MBA)--University of Pretoria, 2015. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/52331 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:38:22.209Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2016 |
| publishDateRange | 2016 |
| publishDateSort | 2016 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/52331 The effectiveness of a loyalty programme across income segments Morokane, Pride ichelp@gibs.co.za Thamanna, Mahenndran UCTD Mini Dissertation (MBA)--University of Pretoria, 2015. Increased focus on customer relationship management in retail industries has resulted in a growing trend of the use of loyalty programmes to influence customer behaviour. Currently loyalty programmes often fail to return the expected benefit that businesses wish to achieve given the significant costs associated with these programmes. Businesses could seek to increase the effectiveness of a loyalty programme by segmenting its customers and tailoring the loyalty programme design to each segment. Current research offers methods of segmentation based on clients behaviour while on the programme but does not cover any means of upfront segmentation. The aim of this research is to test if level of income can be used as an effective segmentation tool that allows business to segment loyalty programmes customers upfront in an effort to offer them a more effectively designed loyalty programme. Secondary data was collected from a South African retail bank, comprising of two years transactional information for credit card customers. Analysis and statistical tests, in the form of regressions, was performed on the data to determine whether a significant relationship exists between income and effectiveness of a loyalty programme. The results are then used to establish if income provides an effective means of customer segmentation for loyalty programmes. vn2016 Gordon Institute of Business Science (GIBS) MBA Unrestricted 2016-05-04T13:45:38Z 2016-05-04T13:45:38Z 2016-03-30 2015 Mini Dissertation Thamanna, M 2015, The effectiveness of a loyalty programme across income segments, MBA Mini-dissertation, University of Pretoria, Pretoria, viewed yymmdd <http://hdl.handle.net/2263/52331> GIBS http://hdl.handle.net/2263/52331 en ©2016 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. application/pdf University of Pretoria |
| spellingShingle | UCTD The effectiveness of a loyalty programme across income segments |
| title | The effectiveness of a loyalty programme across income segments |
| title_full | The effectiveness of a loyalty programme across income segments |
| title_fullStr | The effectiveness of a loyalty programme across income segments |
| title_full_unstemmed | The effectiveness of a loyalty programme across income segments |
| title_short | The effectiveness of a loyalty programme across income segments |
| title_sort | effectiveness of a loyalty programme across income segments |
| topic | UCTD |
| url | http://hdl.handle.net/2263/52331 |