Retail Loyalty Programs and Customer Perception in Nagapattinam and Puducherry

  • Authors

    • Dr. S. N. Kanagarathinam Assistant Professor, Department of Management Studies, E.G.S. Pillay Engineering College, Nagapattinam, Tamilnadu, India. Author
    • G. Thirumurugan Final Year MBA, Department of Management Studies, E.G.S. Pillay Engineering College, Nagapattinam, Tamilnadu, India. Author

    DOI:

    https://doi.org/10.67228/30715636/IJETMR-V9I2P101

    Published 04-04-2026

  • Loyalty Programs, Customer Perception, Customer Retention, Branded Retail, Value Perception, Regional Context, Digital Integration, Cashback Rewards, Repeat Purchase

    Issue

    Vol. 9 No. 2 (2026)

    Section

    Articles

    How to Cite

    [1]
    K. S. N and T. G, “Retail Loyalty Programs and Customer Perception in Nagapattinam and Puducherry”, IJETMR, vol. 9, no. 2, pp. 01–09, Apr. 2026, doi: 10.67228/30715636/IJETMR-V9I2P101.

  • Abstract

    This study examines customer perception on loyalty programs in branded retail outlets in Nagai & Puducherry region. Loyalty programs, a key dimension of customer relationship management, refer to structured marketing efforts that reward and encourage loyal buying behavior. The study aims to assess the level of awareness and enrollment dynamics among customers, analyze the influence of organizational factors such as incentive effectiveness and digital integration, and evaluate its psychological and behavioral consequences. Primary data were collected from 150 respondents using a structured questionnaire. Statistical tools including descriptive analysis, Chi-square test, correlation, and ANOVA were applied for data analysis. The findings indicate that loyalty programs are moderately prevalent among retail consumers and enrollment is significantly influenced by gender and exposure to rewards. However, no significant association was found between promotion awareness and overall satisfaction behavior. The study further reveals that structured loyalty framework leads to enhanced repeat purchase behavior, value perception, and customer lifetime value, which positively affect job satisfaction, customer retention, and brand loyalty. The findings emphasize the need for retail outlets to adopt digital integration and tailored cashback offers to improve customer retention.

  • References

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