The Implementation of Tiered Loyalty Membership Program in Mobile Application via Behavioural Science for Customer Retention in Businesses

In today's world that emphasizes on efficiency and speed, Internet technology has also brought a great change to food and beverage industry. The aim of this study is to implement tiered loyalty membership program in mobile application via behavioural science to retain customer. Clients are assigned to different tiers based on their past purchases in a tier-based loyalty membership program, which distinguishes them in the hierarchical categories like member, silver, gold, and platinum. The goal of the tiered loyalty membership program is to reward the customer who has made a purchase by triggering the behavioural science impact to induce positive emotions such as feeling exceptional, highly valued and makes individuals stand out. Tiered loyalty membership programs can have a huge impact on customer retention as it involves customer satisfaction and long-term engagement. In this study, preliminary survey has been conducted prior to the actual survey distribution to ensure that the mobile application is functioning well and able to achieve the objectives. User satisfaction survey is carried out to capture the user experience in terms of Usability, Usefulness and Satisfaction upon exploiting the tiered loyalty membership program mobile application.