THE IMPACT OF LOYALTY PROGRAMS ON CUSTOMER RETENTION IN ONLINE COSMETICS: A MIXED-METHODS STUDY
DOI:
https://doi.org/10.5281/zenodo.20750150Keywords:
loyalty programs, customer retention, emotional engagement, online cosmetics, mixed methods, repeat purchases, loyalty fatigue.Abstract
This study investigates the influence of loyalty programs on customer retention in the online
cosmetics industry. The research highlights the dual pathways of loyalty programs: their role in driving repeat
purchase behavior and emotional engagement. Utilizing a mixed-method approach that includes qualitative
interviews and a quantitative survey, this study demonstrates that well-designed loyalty programs can
significantly enhance customer retention. Findings reveal that clarity and usability in loyalty program design,
alongside the provision of relevant and appealing rewards, contribute to consumer satisfaction and loyalty.
However, issues with loyalty fatigue and privacy concerns were found to potentially undermine these benefits.
The study concludes with strategic recommendations for online retailers aiming to enhance loyalty program
effectiveness and foster lasting consumer relationships
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