Date of Award
2014
Publisher
North Dakota State University
Document Type
Master's Paper
Degree Awarded
Master of Science (MS)
Program
Apparel, Retail Merchandising and Design
Department
Apparel, Design, and Hospitality Management
College
Human Sciences and Education
Faculty Advisor
Manikowske, Linda
Description
Loyalty and rewards programs provide incentives to customers in exchange for their membership. The presence of these programs is widespread in the marketplace and consumers are beginning to expect such programs to be available across many industries. However, the cost of operating these programs is significant. This study analyzed a rewards program in which members of a health club are rewarded for referring other new members. The purpose of this study was twofold; identify who participated in the rewards program, and determine if members value rewards. Secondary data on member participation within the program was gathered, and a survey was distributed to members. The secondary data displayed that behaviors varied by age group, gender, and stage of membership tenure. The survey found that a majority of members value this firm’s rewards program. Based on the data, suggestions for improving the program are provided.
Recommended Citation
Adams, Lyndsie Shaliece, "The Value of Rewards in a Referral-Based Loyalty Program" (2014). Apparel Design and Hospitality Management. 2.
https://digitalcommons.ndsu.edu/apparel-design-hosp-management/2
Rights
NDSU Policy 190.6.2
Rights Link
https://www.ndsu.edu/fileadmin/policy/190.pdf
Handle Identifier
https://hdl.handle.net/10365/23151