An Investigation into the Impact of Customer Loyalty Programs on Customer Retention: A Case Study of Lulu Mall, Trivandrum

Abstract

ABSTRACT:

Purpose:  The project aimed to assess the effectiveness of Lulu Mall's loyalty program in sustaining customer loyalty, proposing strategies for improvement.

Theoretical framework:  The study employed a blend of quantitative and qualitative methodologies to assess the effectiveness of Lulu Mall's loyalty program.

Design/methodology/approach:  The study employed a blend of quantitative and qualitative methodologies, including surveys and interviews with the mall management team.

Findings: The findings indicated that Lulu's Mall loyalty program was not effective in retaining customers, highlighting limitations, and proposing strategies for improvement.

Research, Practical & Social implications:  The research highlights the ineffectiveness of Lulu's Mall loyalty program, proposing strategies for improvement, emphasizing enhanced promotion and innovation for customer engagement.

Originality/value: The research offers original insights into the inefficacy of Lulu's Mall loyalty program, proposing strategies for improvement and emphasizing innovative loyalty initiatives.