A Study on Factors Influencing the Selection of a Third Party Customer Loyalty Application

Research Paper (postgraduate) from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Institute of Computers and Business Management -School of Business Excellence, language: English, abstract: Today, every business wants to have loyal customers, as it knows that loyal customers provide more benefit than non-loyal ones. Therefore, to retain their existing customers and make them loyal, the businesses have understood the importance of customer loyalty programs. But they are unable to develop and maintain an appropriate loyalty program. Therefore, the aim of this study is to understand the importance of customer loyalty application provided by third party and to determine the various factors which influence the decision of the merchants to select a customer loyalty application provided by third party. To achieve the objectives, data from various merchants was collected. The research methodology used in this research report is quantitative in nature, where primary data was collected from respondents using structured questionnaire. The respondents were asked various questions, where few questions were open-ended questions, some questions had multiple options, and the remaining questions were to be rated on a Likert scale. The data collected was analyzed using the SPSS tool. Two types of analysis were performed on the data: Frequency Analysis and Factor Analysis.

A rare amalgamation of an educator, an administrator and a researcher, Dr. Kunal Gaurav has earned his Doctorate in Business Administration from Aligarh Muslim University (AMU), Aligarh, India. Aligarh Muslim University (AMU) has the distinction of being one of India's most renowned and iconic Higher Education Institutions, occupying a crucial place in the emergence and preservation of both cultural and intellectual heritage of India. His doctoral research was intended to investigate the Impact of Relationship Marketing and Perceived Service Quality on Customer Loyalty in Indian Automobile Industry. He is an agriculture science graduate and holds MBA (Gold Medalist) with specialization in marketing management. He is an AIMA - Accredited Management Teacher and currently working as Professor in the area of Marketing & Associate Dean (Strategic Research) at ICBM - School of Business Excellence, Hyderabad. ICBM - School of Business Excellence, Hyderabad is one of the top business schools in the country blessed with ACBSP accreditation in addition to the approval from AICTE, Ministry of HRD, and Govt. of India. He has published a number of books in the area of General Management, Brand Management and Social Entrepreneurship. Apart from research article publications in various refereed journals he has presented several papers at national and international conferences. He also holds the honorary position of Senior Vice President of Operations - Internationally Accepted Marketing StandardsBoard (IAMSB), International Institute of Marketing Professionals (IIMP), Canada.