The Effectiveness of Customer Loyalty Programs on Repeat Purchase Behaviour: An Analytical Study

Customer loyalty programs have become a core component of modern marketing as companies strive to retain customers, increase repeat purchases, and enhance lifetime value. This study evaluates the influence of loyalty program components—reward attractiveness, point transparency, ease of redemption, personalization, and perceived value—on repeat purchase behaviour. Primary data were collected from 120 respondents across retail, e-commerce, and food-service sectors. Several analytical tables, including demographic distribution, reliability scores, factor ratings, and correlation matrices, were used to interpret results. Findings indicate that reward relevance, personalized offers, and easy redemption strongly enhance customer retention and repeat buying intentions. The study provides structured insights for marketers to optimize loyalty programs.