Chapter I

THE PROBLEM AND ITS RELATED LITERATURE

Introduction
Every business organization`s success depends on the satisfaction of the

customers. Whenever a business is about to start, customers always come “first” and then

the profit. Those companies that are succeeding to satisfy the customers fully will remain

in the top position in a market. Today’s business company has known that customer

satisfaction is the key component for the success of the business and at the same time it

plays a vital role to expand the market value. In general, customers are those people who

buy goods and services from the market or business that meet their needs and wants.

Customers purchase products to meet their expectations in terms of money. Therefore,

companies should determine their pricing with the quality of the product that attracts the

customer and maintains the long-term affiliation. The organization should make sure that

they are providing full service, equivalent to their monetary value. This will increase the

number of customers and holds the long-term relationship between the customer and the

organization. And the existing customer will help to attract the new customers by

providing or sharing the information about the products and services of the companies.

Satisfaction means to feel content after what the person desired or wanted. It is difficult

to know whether the customers are satisfied with the availability of the product or

services. So, giving satisfaction to the customers is not an easy task, for this different

factor is needed to be taken into consideration. Nowadays, competition can be noticed

between the business organizations and marketplaces everywhere and has been one of the

1
challenging tasks for the competitors. Though it seems to be tough in the growing market,

competitors are developing their marketing channels effectively.

Customers are the key elements to run the business.Customers can be both

individual and business that spend their money on those goods and services from

companies that meet their needs. Attracting such customers by excellent products should

be the primary goal of every business because it is the customers who create demand and

spend the money on those goods and services. The customers who feel happy with the

companies’ goods and services are always expected to buy the products continuously. It

means satisfied customers are the companies’ loyal customers who come for repurchase

again and again from the same company over a long period of time.

Customer loyalty is essential to sustain the business. The business sectors’

progress and success depends on their loyal customers. The business sectors must give

first priority to their customers the only think about the profit. They must have the motto

of ‘Serve first, sell second’. Customer satisfaction is the key element or leading indicator

of every business to uplift as well as to create loyal customers. Therefore, the needs of

customers should be cared by every business. In this 21st century, many companies are

getting established to compete with each other. In this competitive environment if the

company gets success to build a solid and loyal customers by providing the excellent

services or products with affordable price then it is not far to be a number one company

with high volume of customers as well as name and fame.

This research study discusses is how may building customers’ loyalty improve the

business.The researchers focus on the effective ways on businesses can use to get

2
customers loyalty. This study shows the importance of customer’s loyalty to the business

and its effect.

Review of Related Literature

According to Janssen (2009), a company´s growth is essentially the result of

expansion of demands for products or services. “It first results in a growth in sales and

consequently in investments in additional production factors to adapt itself to new

demands”ion has a positive effect on the profitability revenues of the company

Haynes (2008) concludes that more flexible shared areas should be taken into

consideration as a way of reducing overall space requirements. Cost savings from

reduced space could be further used to provide more comfortable and high quality office

environment

Palić, et.al (2011 )The study explore impact of personal service on customer

satisfaction levels in FMCG retail in Croatia. The findings of the research indicated that

the level and quality of personal service have a significant impact on customer

satisfaction and loyalty but the impact of non-personal service on loyalty is even stronger

Peppers & Rogers (2011) Customer loyalty is a program that awards different

kinds of benefits to a customer in exchange for being involved with the host organization.

Loyalty programs have become important marketing tools for many organizations. To

increase the amount of purchase, many products oriented and service oriented business

organization uses the loyalty program. Loyalty program helps both to increase the more

costumer and marketing. There is various type of loyalty programs some of the loyalty

programs can be in the form of customers earning points for every purchase they make,

3
which they can end up using to redeem valuable goods or services from company.

Building a customer loyalty keeps a business afloat without expensive marketing costs.

Peppers (2009), reveals that when any company wanting to increase customer

loyalty, need to focus on whatever tactics will in fact increase the amount of repurchase

behaviour without being limited to, improving brand preference, product quality, or

customer satisfaction.

Rosenberg &Czepiel (2017) Customer loyalty and satisfaction is vital for modern

day business for two main reasons. First, customers are scarce resource it is far easier to

obtain from an old customer than from a new one. Second, customer loyalty and satisfact.

Related Studies

Hill (2017) in his book, "The handbook of customer satisfaction and loyalty

measurement". This studies aimed to know and determine how to handle the costumer’s

loyalty. It built the success on the maxim that ‘if you take good care of the customer,

customers will take good care of you’. The present study examined the relationship

between the company's product and how to maintain the loyalty of the costumer.

Long, et al., (2013) “Impact of CRM Factors on Customer Satisfaction and

Loyalty”. This paper examined the impact of customer relationship management (CRM)

elements on customer satisfaction and loyalty. CRM is one of the critical strategies that

can be employed by organizations to improve competitive advantage. Four critical CRM

elements are measured in this study are behaviour of the employees, quality of customer

services, relationship development and interaction management. The study was

performed at a departmental store in Tehran, Iran. The study employed quantitative

4
approach and base on 300 respondents. Multiple regression analysis is used to examine

the relationship of the variables. The finding shows that behaviour of the employees is

significantly relate and contribute to customer satisfaction and loyalty.

Khadka(2017) in his report entitled “Customer Satisfaction and Customer

Loyalty”. It emphasized the role and the importance of customer satisfaction and loyalty.

Customers are the link to a business success. A business organization should focus on a

huge number of customer, for this customer satisfaction and loyalty should be

incorporated along the long-term goals. This thesis was implemented to an analysing the

relationship between customer satisfaction and customer relationship. The objective of

this research is to study the concept of customer satisfaction, customer loyalty and its

relationship. Moreover, this thesis studies the factors that influence customer satisfaction

and loyalty.

NV Mihn (2016), in his study entitled “The Relationship between Service

Quality, Customer Satisfaction and Customer Loyalty” . It develops and empirically tests

the interrelationships between service quality, customer satisfaction, and customer loyalty

in a retail banking context. Increasingly intense competitiveness and fundamental

changes in the business environment nowadays are forcing firms to implement a

customer-focused strategy which raises the importance of customer-related constructs

such as customer satisfaction, service quality, and customer loyalty in explaining a firm’s

performance. In particular, they are essential for competitiveness in industries where the

exchanges are complex and customers are closely involved in the decision-making

process, such as the banking industry.

5
Theoretical Framework

This study was anchored to the Commitment-Trust Theory of Relationship

Marketing (2015) by Stan Macksays that two fundamental factors, trust and

commitment, must exist for a relationship to be successful. Relationship marketing

involves forming bonds with customers by meeting their needs and honoring

commitments. Rather than chasing short-term profits, businesses following the principles

of relationship marketing forge long-lasting bonds with their customers. As a result,

customers trust these businesses, and the mutual loyalty helps both parties fulfil their

needs.

The said theory was related to this research study as they are connected. The

theory says that there are two fundamental factors, trust andcommitment must exist for a

relationship to be successful. It is connected because this research study aimed to

research about the factors in building a sustainable customer relationship. That order to

have a sustainable customer relationship the business organization need to meet the

customers’ demands that can lead to the satisfaction of the customers that will provide

customers loyalty to the business.

This study was anchored to the Customer Loyalty Theory by Michelle

Reynolds, based on the consideration of some variable demographics, was developed

over years of research studying the habits of consumers.

The said theory was related to this research study as they are connected. The

theory attempts to define what drives loyalty in customers and can represent an effective

tool for gaining and retaining your hard-won patrons. Business owners who witness

6
repeat customers know on an intuitive level that customer loyalty is an invaluable

commodity. Incorporating the precepts of the customer loyalty theory into daily dealings

can influence the creation of more business.

Conceptual Framework

Input Process Output

Improvement in
Ways of Building Business

Customers’ Loyalty • Growth of the

• Flexibility Observation company

• Customer Service Survey • Higher Profit

Interview • Minimize service

Analysis cost

• Improve Brand
Image
Literature
Studies

Figure 1. Research Paradigm

This conceptual framework consists of three frames: the input, process and

output. The input table consists of theways of building customers loyalty was flexibility

and customer service. The process used in conducting the research was found on the

second frame which consisted of observation, survey, interview, and analysis. The third

frame showed the output which the improvement in business including growth of the

company, higher profit, minimize service cost and improve brand image.

7
Statement of the Problem

The general problem of the study is“How may building customers’ loyalty

improve the business?”

Specifically, this study aims to answer the following question:

1. How may the demographic profile of the respondents be described in terms of:

1.1 age; and

1.2 gender?

2. How may building customers’ loyalty be described in terms of:

2.1 Flexibility; and

2.2 Customer service?

3. How may customers’ loyalty help improve the business in terms of:

3.1 Growth of the company;

3.2 Higher Profits;

3.3 Minimize service cost; and

3.4 Improve Brand Image?

Significance of the Study

This study is seen to be beneficial to the following:

8
To the Businessman. This study wouldbenefit the businessman in terms of helping their

business to attract more customer’s loyalty. The businessman will know the ways to get

customers loyalty and to come up with a good strategy for the business.

To the Business.Thisstudy would benefit the business itself because knowing the ways to

get customers loyalty can help the business grow fonder. Having customers loyalty can

help the business expand.

To the Student. This study would benefit the student because it helps the student have

broad knowledge in terms of customer’s loyalty. The student will have the knowledge on

ways to get customers loyalty for future purposes.

To the Future Researchers.This could be served as their reference who wants to delve

on the similar/related topic.

Scope and Delimitation

The research focused on the ways to get the customers’ loyalty to the business.

The study was limited only to the business owners of milktea shop/cafe from

Meycauayan and Marilao,Bulacan. The researchers chose those respondents since the

topic was all about business owners who want to build customers’ loyalty to improve the

business.

Definition of Terms

The following terms were defined conceptually and/or operationally.

Brand Image. It is one of the most valuable assets that a company possesses. It tells

customers what they can expect when they buy a product or service like quality, post

purchase behaviour.

9
Company Growth. It is the stage where the business reaches the point for expansion and

seeks additional options to generate more profit.

Customers Loyalty. It is the result of consistently positive emotional experience,

physical attribute-based satisfaction and perceived value of an experience, which includes

the product or service.

Customer service. It is the provision of service to customers before, during and after a

purchase. The perception of success of such interactions is dependent on employees “who

can adjust themselves to the personality of the guest”.

Flexible. The ability for a company to make whatever internal change are necessary to

respond effectively to the changing outward environment, as quickly as possible.

Minimize Service Cost.This pertains toloyal customers are most cost effective to serve.

They are already familiar with a company’s products and services. This helps them to

solve their issues by themselves or using self-service like knowledge base or FAQ.

Profits. It is a financial benefit that is realized when the amount of revenue gained from a

business activity exceeds the expenses, costs and taxes needed to sustain the activity.

10
 Chapter II

METHODS OF RESEARCH

This chapter presents the research design, respondents and the setting of the study,

the sampling technique, instrumentation, data gathering procedure and the statistical

treatment that are being used by the researchers for this study.

Research Design

The researchers used descriptive research with the questionnaires and interview as

the principal instrument for data gathering. Questionnaire is a set of predetermined

question for all the respondents that serves as the primary research instrument in a survey

Borg & Gall, 1989 posited descriptive research is unique in the number of

variables employed. Like other types of research, descriptive research can include

multiple variables for analysis, yet unlike other methods, it requires only one variable

Respondents and Setting of the Study

In this study, the researchers had respondents from Meycauayan and

Marilao,Bulacanthat are business owners of milktea shop/cafe. A total of 20 business

owners in Meycauayan and Marilao, Bulacanwere interviewed as respondents of the

survey. The researchers aimedtobuild customers’ loyalty to improve the business.

Sampling Techniques

The researchers decided to cover the business owners from Meycauayanand

Marilao,Bulacan who would answer the survey forms. In random sampling, each item or

element of the population had an equal chance of being chosen at each draw. If the

method for obtaining the sample meets the standard of randomness, a sample is random.

11
Each element is having an equal chance at each draw. The actual composition of the

sample itself does not determine whether or not it was a random sample.

Instrumentation

The instrument that the researchers used were the questionnaires that would ask

the respondents for the survey. It is a checklist format questionnaire wherein the

respondents will choose within the given set of choices it is the common method used so

that the researchers would not spent a big amount of money. Also, survey forms that need

to be photocopied are used so that it would be more convenient and efficient. The

questionnaire is a combination of standardized survey forms. Though, it also provide with

something desired, needed, or suited the researcher need money and they accommodated

the researcher.

Data Gathering Procedure

In this study the researchers conducted the following procedures to acquire their

objectives in their study. First, the researchers prepared a survey questionnaire in a form

of checklist to gain responses from the respondents. It covered all the questions that were

stated in the statement of the problem. Second, the researchers presented and sought for

approval from their research adviser so that they could use it as their questionnaires that

will give to their respondents. Third, the researcher picked those certain respondents to be

interviewed upon approval. Lastly, the researchers would start the interview to gain

answers from the respondents who are the business owners.

Statistical Treatment of Data

The data gathered from the surveys by the business owners were statistically

analysed with the data requirements of the study. Data collected were classified, tallied,

12
tabulated and analysed, described usingLikert scale. The analysis was conducted on an

item by item basis and a total score calculated.

Frequency- This was used in computing the number of respondents

Percentage Distribution- It was used to indicate the number of respondents to identify

their percentage of all respondent

Weighted Mean- A mean where some values contribute more than others

In order to gauge customer’s loyalty a 5-point likert scale shall be used as listed below.

ITEM ITEM DESCRIPTION SCORE RANGE

5 STRONGLY AGREE 4.21-5.00

4 MODERATELY AGREE 3.41-4.20

3 AGREE 2.61-3.40

2 NOT SO AGREE 1.81-2.60

1 DISAGREE 1.00-1.80

13
 ChapterIII

PRESENTATION, ANALYSIS, AND INTREPRETATION OF DATA

This chapter showcases the presentation, analysis and interpretation of the data

gathered by the researchers. This study aims to determine what are the ways and how

important to get customer loyalty to the business. Present data were studied and

documents were examined to answer the question communicated in the statement of the

problem. The tables result are arranged according to the sequence of specific questions.

1. Profile of the respondents

The profile of the respondents are classified based on their age and gender.

1.1 Age

Table 1 provide the data on the age of the respondents

Table 1

Respondent’s Profile As to Age (N=20)

Age Frequency Percentage

18-25 9 45%

26-33 11 55%

34-42 0 0%

43-50 0 0%

TOTAL 20 100%

As shown in Table 1, out of 20 respondents, 11 of them are in between the ages

26-33 or 55% of the respondents are in between the ages 26-33. 45% of the respondents

are in between 17-25 years old. The results shown in Table 1 most of the respondents are

14
already in adulthood stage, Also, some of the respondents fall under the classification of

teenagers.

1.2 Gender

Table 2 shows the date on the gender of the respondents

Table 2

Respondent’s Profile As to Gender (N=20)

Gender Frequency Percentage

Female 14 70%

Male 6 30%

TOTAL 20 100%

As shown in Table 2, out of 20 respondents, 14 of them are female or 70% of the

respondents are female. 30% of the respondents are male. The results shown in table 2

reflects that most of the respondents are female.

Table 3

Ways of Building Customer’s Loyalty

5 4 3 2 1
(Stro- (Mode- (Agree) (Not (Dis- Weighted Descriptive
Indicator ngly ralety So agree) Mean Interpretation
Agree) Agree) Agree)

BE FLEXIBLE
I able to follow
the trends of the
customers’ STRONGLY
preference 18 2 0 0 0 4.9 AGREE
related to my
business.

15
I should have the
ability to make
whatever internal
changes are
necessary to
respond STRONGLY
effectively to the 20 0 0 0 0 5 AGREE
changing
outward
environment, as
quickly as
possible.

CUSTOMERS
SERVICE
I should be able
to take all the
reviews from the 17 3 0 0 0 4.85 STRONGLY
customers and be AGREE
able to make the
best decision
regarding the
customers
review.
I was able to give
the customer a
quality STRONGLY
service/product 20 0 0 0 0 5 AGREE
and was able to
give the highest
satisfactory as
possible.
General STRONGLY
Weighted 4.78 AGREE
Mean

As shown in table 3, this concludes the factors to follow in creating a harmonious

relationship with the business customers and build the customers loyalty to the company.

The respondents who Strongly Agreed on the factor that a business should be able to

follow the trends of the customers’ preference related to the business gets a total mean of

4.9 out of 20 respondents gathered around Meycauayan and Marilao, Bulacan with the

16
business of milk tea shop/cafe. The respondents who Strongly Agreed on the factor that a

company should have the ability to make internal changes as quickly as possible to

respond on the problems that may affect the outward environment gets a total mean of 5

out of 20 respondents gathered around Meycauayan and Marilao, Bulacan with the

business of milktea shop/cafe. The respondents who Strongly Agreed on the factor that a

business should be able to take all the reviews from the customers and be able to make

the best decision regarding the customers review gets a total mean of 4.85 out of 20

respondents gathered around Meycauayanand Marilao, Bulacan with the business of

milktea shop/cafe. The customers who Strongly Agreed on the factor that a company

should be able to give the customer a quality service/product and to be able to give the

highest satisfactory as possible to the customer gets a total mean of 5out of 20

respondents gathered around Meycauayanand Marilao, Bulacan with the business of

milktea shop/café.In conclusion for table 4, most of the respondents Strongly Agreed on

the factors that stated above with the general weighted mean of 4.78 .

Table 4

Various Indicator Related to Customers’ Loyalty

5 4 3 2 1 Descriptive
(Stro- (Mode- (Agree) (Not So (Dis- Weighted Interpretation
Indicator ngly ralety Agree) agree) Mean
Agree) Agree)
GROWTH
OF THE
COMPANY
It can help my
business grow 19 1 0 0 0 4.95 STRONGLY
or expand AGREE

17
It let our
business be
known and STRONGLY
gives our 16 4 0 0 0 4.8 AGREE
business an
assurance of
growing and
expanding.
HIGHER
PROFIT
It can help my
business earn
higher profit. 20 0 0 0 0 5 STRONGLY
AGREE
It can help our
business rise
its profit rate 20 0 0 0 0 5
per day and STRONGLY
will be able to AGREE
give
satisfaction to
the investors
or partners in
the business.
MINIMIZE
SERVICE
COST
It can help my
business 15 3 2 0 0 4.65 STRONGLY
minimize our AGREE
service cost.
It can help to
our customer
to handle the
minimal
problem to 14 4 2 0 0 4.6 STRONGLY
AGREE
themselves
that will lessen
the service
cost for my
business.
BRAND
IMAGE
It can help my
business 17 3 0 0 0 4.85 STRONGLY
improve our AGREE

18
brand image.

It can gives
our business a
good image
that improves
the popularity 18 2 0 0 0 4.9 STRONGLY
AGREE
of my business
that makes a
good result for
our business.
General
Weighted 4.84 STRONGLY
Mean AGREE

As shown on table 4, this concludes the benefits of the customers’ loyalty to the

business. The respondents who Strongly Agreed that customers loyalty are able to help

the business grow/expand has a total mean of 4.95 out of 20 respondents gathered around

Meycauayan andMarilao, Bulacan with the business of milktea shop/cafe. The

respondents who Strongly Agreed that customers loyalty are able to help the business be

known and can give the company an assurance of growing/expanding gets a total mean of

4.8out of 20 respondents gathered around Meycauayanand Marilao, Bulacan with the

business of milktea shop/café. The respondents who Strongly Agreed that customers

loyalty are able to help the business earn a higher profit has a total mean of 5 out of 20

respondents gathered around Meycauayanand Marilao, Bulacan with the business of

milktea shop/cafe. The respondents who strongly agreed that customers loyalty can rise

up the profit rate of the company per day and will be able to give satisfaction to give

satisfaction to the investors or the partners in the business gets a total mean of 5out of 20

respondents gathered around Meycauayanand Marilao, Bulacan with the business of

milktea shop/café. The respondents who strongly agreed that customers loyalty are able

19
to help the business minimize the service cost has a total mean of 4.65 out of 20

respondents gathered around Meycauayan and Marilao, Bulacan with the business of

milktea shop/cafe. The respondents who Strongly Agreed that customers loyalty can let

the customers itself handle minimal problem to themselves that minimize the service for

the company gets a total mean of 4.6out of 20 respondents gathered around

Meycauayanand Marilao,Bulacan with the business of milktea shop/café.The respondents

who Strongly Agreed that customers loyalty are able to help the business improve its

image has a total mean of 4.85 out of 20 respondents gathered around Meycauayan and

Marilao, Bulacan with the business of milktea shop/cafe. The respondents that have

strongly agreed that customers loyalty can give the company a good image that improves

the popularity of the company that give a good result to the company gets a total mean of

4.9 out of 20 respondents gathered around MeycauayanandMarilao, Bulacan with the

business of milktea shop/café.In conclusion for table 4, almost all the respondents have

strongly agreed on the benefits of a business would be able to get from the loyalty of the

customer stated above.

20
 Chapter IV

SUMMARY, CONCLUSION, AND RECOMMENDATIONS

This chapter presents the summary, conclusion, and recommendation of this

research on knowing the ways to get costumers loyalty.

Summary

The descriptive method of research utilizing survey questionnaires and interviews

was used to gather information to know various ways to get customers loyalty and its

definition and benefits to the company.

The researchers chose to work on this research in order to know the perspective of

the company/business regarding customers loyalty and to know various ways and how

important to get customers loyalty and its definition and benefits to the company. In order

to gain information the researchers went around the vicinity of Meycauayanand Marilao,

Bulacan to gather 20 random respondents.

The questions that has been answered in this study are: How may the

demographic profile of the respondents in terms of age and gender? How may customer’s

loyalty be described? How may the customers build loyalty to the business? How may

customer’s loyalty relate to the growth of the company, the possible high profit earn, the

minimization of service cost, and the improvement of the brands image?

This study was composed of 20 business owners-respondents (specific business:

Milktea shop/café) from Meycauayan and Marilao, Bulacan and the following procedure

were done by the researcher to conduct this study:

21
 Firstly, the researchers secured a permit from the Meycauayan College to be able to

conduct this study. Secondly, the researchers gathered to be able to brainstorm ideas and

information and to come up with a plan before starting this study. Thirdly, after gathering

information from all the researchers, the researchers started to distribute the questionnaire

to 20 different milktea shop/café business owner around Meycauayan and Marilao,

Bulacan to gather information and data for this study. Fourthly, after gathering data and

information from the respondents the researcher computed the weighted mean of each

database and presented the table textually. Lastly, after the computation and textual

presentation the researchers started to make conclusion for this study.

The data were tallied, tabulated, analyzed and interpreted with the use of

descriptive and inferential statistical tool which is weighted mean.

Findings

1. Profile of the Respondents

1.1 Age. Majority of the respondents aged 26-33 years old. It was followed by

respondents who fall under the classification of teenager

1.2 Gender. Majority of the respondents are female and some of them are male

2. Most of the respondents Strongly Agreed on the factors that the businesses should

imply able to follow the trends of the customers’ preference related to the

business, should have the ability to make whatever internal changes are necessary

to respond effectively to the changing outward environment, as quickly as

possible. Should be able to take all the reviews from the customers and be able to

make the best decision regarding the customers reviewand lastly to be able to

22
 meet the customers demand to the company and meet the customers’

needs/expectation to the brand regarding the company’s service/product.

3. Almost all the respondents Strongly Agreed on the benefits like it can help the

business to grow/expand, to earn higher profit, to minimize service cost and to

improve its brand image would be able to get from the loyalty of the business

customer.

Conclusions

From the findings that were able to see in this study, the following conclusions were

drawn:

1. In this study it was concluded that the factors or ways a company should imply is

be able to follow the trends of the customers’ preference related to the business,

should have the ability to make whatever internal changes are necessary to

respond effectively to the changing outward environment, as quickly as

possible,should be able to take all the reviews from the customers and be able to

make the best decision regarding the customers reviewand lastly to be able to

meet the customers demand to the company and meet the customers’

needs/expectation to the brand regarding the company’s service/product.

2. It was concluded that gaining the loyalty of the customers can help the business

grow or expand bigger, it is also concluded that the company will be able to earn

higher profit with the help of the loyalty of the customers, customers loyalty can

also help the company minimize the service cost, lastly the loyalty of each

customer can also build a good and improved image for the brand.

23
Recommendations

Based on the conclusions of the study, the following recommendations are offered:

1. The company should make the customers life easy, and they’ll keep coming back.

Think about how you can make the customer experience simpler or faster.

Consider streamlining the checkout process so customers can get in and out,

answer questions on social media rather than forcing customers to go through an

automated maze of menus over the phone and offer auto-billing.

2. Customers should be at the center of everything you do. Ensure that the passion

for superb customer service runs all through the organization. Your customers

deserve respect and excellent service from your customer service team.

3. The company should create more strategic marketing campaign around

rebranding the business to reintroduce and invigorate your current clientele

around your businesses new direction.

4. Lastly, this can serve as a reference to future researchers who wish to delve on

similar/ related topic

24
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Peppers & Rogers (2011). Customer loyalty is a program that awards different kinds of
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The Customer Loyalty Theory by Michelle Reynolds

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Rosenberg &Czepiel (2017). Customer loyalty and satisfaction is vital for modern day
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