Seventeenth Global Studies Conference

Abstract

Loyalty cards have been used extensively in the retail industry to induce brand patronage among store customers. The study explores the relationship between the use of loyalty card attributes (reward variety, reward attainability, reward redemption, convenience, prestige, and benefits) and brand patronage (attitudinal aspect, shopping frequency, and shopping value) in selected retail stores in the Philippines. Quantitative correlational method of research was employed through self-administered questionnaires from one hundred fifty-three (153) loyalty cardholders. The result reveals that most of the respondents own 1-2 loyalty card/s where earning reward points is main motivation in availing a loyalty card. Cardholders show that they are fairly satisfied with the reward variety, reward redemption, convenience, and prestige.