Explaining and Examining of Loyalty Programs on Buying Decision of Customers (Case Study)

Subject Areas : مدیریت

Ali Khatami Firouzabadi ¹ , Mojtaba Salehi ² , Fatemeh Taheri ³

1 - دانشیار دانشکده مدیریت وحسابداری، دانشگاه علامه طباطبایی، تهران ،ایران
2 - کارشناسی ارشد مدیریت، دانشگاه شهید بهشتی، تهران ،ایران
3 - کارشناسی ارشد مدیریت، دانشگاه شهید بهشتی، تهران، ایران(عهده دار مکاتبات)

Received: 2013-09-13 Accepted : 2014-06-19 Published : 2014-11-22

Keywords: Loyalty Programs, Buying Decision, Company Image,

Abstract :

In today competing markets, making customers loyal, plays determining role in survival of the organizations. Loyalty programs are one of exemplary means for that purpose. The aim of this article is examination the effects of the loyalty programs on buying decisions of the customers. In this study, with regard to conceptual model is used, 3 hypotheses are expressed that finally all of them are accepted as a result of T. student analysis of gathered data by questionnaire from the samples. In continuation of the thesis, the designed 5 loyalty programs are ranked in order of their influence on customers' buying decision by factor analysis. Customers' buying decision's factors are ranked by their importance too.