Level of Effectiveness of Rewards Card at Red Ribbon Bagong Silang Caloocan City: Basis for Customer Retention

Vol.4, No.1

Abstract

A Loyalty program is one of the marketing strategies to build a stronger relationship with the
customer through giving rewards for purchasing the product or services such as discounts,
points redemption system, and other special incentives to attract and retain them to continue
supporting the product or services offered. In addition, it is also a way of encouraging the
customer to patronage the brand to prevent them from turning to other competitors who also
offer the same product or services around the area of business. The researcher aims to
know the level of effectiveness of the Rewards Card to improve customer retention in buying
the products that Red Ribbon offers.

The common problems encountered by the respondents are as follows: Reward card holders
cannot use the other payment methods, the offline system affects customer buying retention,
and the renewal of reward card fees affects customer retention to renew their reward card.