Lim, Tong Ming * and Lee, Angela Siew Hoong * and Chia, Mark P. C and Soam, Wei Jie and Liew, Kasper Yuet Hon (2017) Loyalty Card Membership Challenge: A Study on Membership Churn and their Spending Behaviour. Archives of Business Research, 5 (6). pp. 68-88. ISSN 2054-7404
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Abstract
Understand member spending behaviour and their loyalty is important in all industries. By gaining loyalty from customers and understand how they spend, companies are able to retain their customers, increase their revenue and plan their marketing strategy to continue grow their business in a competitive business ecosystem. This research investigates member spending behaviour and membership churn for a loyalty card company in Malaysia. This research conducts exploratory analysis on three key partners registered with the company to understand their outlets’ spending activities and patterns. Meanwhile, this research also model membership churn based on the last 24 months membership data to identify factors that influence membership churn so that effective strategy can be formulated to retain active members in the company.
Item Type: | Article |
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Uncontrolled Keywords: | customer loyalty; member spending behaviour; loyalty card program; churn model; prediction |
Subjects: | H Social Sciences > HF Commerce |
Divisions: | Sunway University > School of Engineering and Technology [formerly School of Science and Technology until 2020] > Dept. Computing and Information Systems |
Depositing User: | Dr Janaki Sinnasamy |
Related URLs: | |
Date Deposited: | 11 Apr 2018 09:25 |
Last Modified: | 07 Oct 2020 04:52 |
URI: | http://eprints.sunway.edu.my/id/eprint/794 |
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