Loyalty Programs -  An Emerging Trend in Indian Retail Sector

Mr. Mujibur Rahman

doi:https://doi.org/10.69711/sharda.ijmir.v1i2.12005

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Loyalty Programs - An Emerging Trend in Indian Retail Sector

Mujibur Rahman

https://doi.org/10.69711/sharda.ijmir.v1i2.12005

Author Details ( * ) denotes Corresponding author

1. * Mujibur Rahman, Faculty member, School of Management, Apeejay Institute of Technology, Greater Noida, U.P., India

Introduction to Loyalty Program: The fierce competitive marketing environment has forced business managers to think of and implement innovative strategies to acquire and retain customers in any business. As Acquiring new customers is getting costlier day by day, business organizations have offered loyalty programs to retain/reward existing customers and maintain relationships. Loyalty programs are structured marketing efforts that reward, and therefore encourage, loyal buying behavior - behavior which is potentially of benefit to the firm.

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