Benefits of Customer Loyalty Card and Its Impact to Cardholders' Purchasing Decisions

Abstract

The study assessed the benefits of SM Advantage card in terms of redeem points, discounts, freebies and determined its impact to the cardholders' purchasing decisions and finally tested the significant relationship. This study utilized descriptive method of research.  The descriptive research is concerned with the conditions or relationships that exists, processes that are going on and effects that are felt and trends that are developing. It analyzed collected data from survey questionnaires. The respondents of the study were the three hundred (300) SM Advantage cardholders that were randomly and purposively selected from the five (5) different SM retail stores in Metro Manila. Findings revealed that the cardholders were satisfied with the redeem points but partly satisfied with the discounts and freebies.  The benefits of SM Advantage card have significant correlation to purchasing intention, purchasing frequency, and customer retention.