INFLUENCE OF CUSTOMER LOYALTY PROGRAMS ON REPEAT PURCHASE BEHAVIOR: A STUDY ON THE PERSPECTIVE OF MILLENNIALS

This study determined the influence of customer loyalty programs on repeat purchase behavior of Millennials. It highlighted that the effect of current types of customer loyalty programs on repeat purchase behavior remains unclear. Thus, this study aimed to assess the effectiveness of selected customer loyalty programs, to know how Millennials achieve repeat purchase behavior, and to determine the relationship between customer loyalty programs and repeat purchase behavior. A quantitative approach using purposive sampling was employed, involving 407 Millennial respondents from Manila, Philippines. Data were analyzed using weighted mean and Pearson correlation. The researchers determined a strong positive relationship between customer loyalty programs and repeat purchase behavior. Millennials were found to be cost-sensitive, favoring programs that offer immediate rewards with little to no cost. Furthermore, it was found that Millennials prioritize customer satisfaction when assessing their repeat purchase behavior. The results confirm that businesses can achieve sustainable growth by implementing well-designed loyalty programs that reflect Millennial preferences. The findings imply businesses to continuously refine these programs to ensure they align with evolving customer desires, ensuring long-term customer retention and engagement. While this study offers valuable insights, its scope is limited to Millennial respondents in Manila, concentrates solely on online loyalty programs, and relies exclusively on quantitative methods. Future studies should explore generational differences and other influencing factors for broader insights.