THE PLACE OF LOYALTY CARDS IN LOCAL MARKET PREFERENCE AND CUSTOMER LOYALTY: A RESEARCH ON PRİVATE SCHOOL PARENTS İN ANKARA REGARDİNG SUPERMARKET CARDS

Abstract

Loyalty cards, which provide detailed information about the customer by gathering information about the customer and offering opportunities such as discount, money / point accumulation and winning awards, are one of the important tools to increase the number of loyal customers. In this study, the questionnaire was applied to 140 parents of a private school in Ankara with the easy sampling method and the importance of the local market preferences and loyalty cards of the participants on supermarket loyalty was investigated. According to the results, loyalty cards come to the end in the market preferences of the sample group and loyalty cards do not provide the expected effect on customer loyalty. Among the reasons for this situation are the lack of trust of the customers in their local market cards and not believing that they are offered special opportunities. Customers in the sample group want discounts on their economic earnings to be made directly, regardless of their loyalty cards. Conducting this study with a limited main group and consequently with a limited sample group is seen as the biggest constraint of the study. In subsequent studies, measuring the effects of loyalty cards and examining the expectations of local markets from loyalty cards will make significant contributions in terms of literature and practical applications by using different variables with a larger sample group.