Loyalty Card Membership Challenge: A Study on Membership Churn and their Spending Behaviour

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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Official URL: http://doi.org/10.14738/abr.56.3054


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
Uncontrolled Keywords: customer loyalty; member spending behaviour; loyalty card program; churn model; prediction
Subjects: H Social Sciences > HF Commerce
Divisions: Sunway University > School of Science and Technology > Dept. Computing and Information Systems
Depositing User: Dr Janaki Sinnasamy
Related URLs:
Date Deposited: 11 Apr 2018 09:25
Last Modified: 22 Apr 2019 04:33
URI: http://eprints.sunway.edu.my/id/eprint/794

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