CERTIFICATE
This is to certify that Mr. Parkash Singh, Roll No. 2213698 has undergone a Research Project on
“THE IMPACT OF LOYALTY PROGRAMS ON CUSTOMER RETENTION” under my
supervision in the specialization area Marketing. The work embodied in this report is original and is
of the standard expected of an MBA student and has not been submitted in part or full to this or any
other university for the award of any degree or diploma. He has completed all requirements of
guidelines for Research Project Report. The work is fit for evaluation.
………………………….
Mr. Chaksh Sharma
Assistant Professor
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ACKNOWLEDGEMENT
Like everyone else, I owe much more than I can repay or even tell in this venture. This report has
been made possible through the direct and indirect cooperation guidance of various people whom I
wish to express my sincere appreciation & gratitude. I am extremely grateful to my parents for their
invaluable support, blessing and encouragement. I also thank to Mr. Chaksh Sharma, faculty
member, for his guidance and whenever needed, support and direction that lead to completion of the
project.
Parkash Singh
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DECLARATION
I hereby certify that the work which is being presented in the Project entitled “THE IMPACT OF
LOYALTY PROGRAMS ON CUSTOMER RETENTION” by “Parkash Singh” in partial
fulfillment of requirements for the award of degree of MBA at PUNJAB COLLEGE OF
TECHNICAL EDUCATION LUDHIANA is an authentic record of my own work carried out during
a period from ______ to _______. The matter presented in this project has not been submitted by
me or anybody else in any other University / Institute for the award of MBA Degree.
Signature of the Student
Parkash Singh
2213698
This is to certify that the above statement made by the candidate is correct to the best of my own
knowledge.
Signature of Guide
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LIST OF FIGURES
Figure Page no.
1. Figure 1 Bar graph showing people of different age groups 14
2. Figure 2 Pie chart showing gender distribution of the survey 15
3. Figure 3 Pie chart depicting persons interested in purchasing from a brand
offering loyalty program 16
4. Figure 4 Pie chart showing participation in loyalty program 17
5. Figure 5 Pie chart showing influence of loyalty program in customer retention 19
6. Figure 6 Pie chart depicting aspects of loyalty program in customer retention 20
7. Figure 7 Pie chart depicting attraction of point-based loyalty program 22
8. Figure 8 Pie chart showing engagement of customers in point based loyalty program 23
9. Figure 9 Pie chart showing redeeming of rewards with loyalty points 25
10. Figure 10 Pie chart showing influence of personalized communication in loyalty to a
brand 26
11. Figure 11 Pie chart showing importance of excellent customer service 28
12. Figure 12 Pie chart showing loyalty of a customer to a brand offering exceptional
customer services instead of monetary rewards 29
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