Abstract:
Purpose - This study evaluates at how changing from a 10% discount incentive to
a point system affects customer loyalty and buying behaviour at Zoya Jababeka.
Furthermore, it aims to examine the impact of new incentives to drive sales. It is
believed that the findings of this study will help Zoya Jababeka make better
decisions and add to understanding of loyalty and retention of customers in the
Muslim fashion sector.
Methodology - The study employs a combination method approach, integrating
quantitative experiments and qualitative interviews. The sample comprises 90
respondents over two months, divided into control, 10% discount, and points
system groups. Quantitative instruments derive from point-of-sale sales data, while
qualitative tools consist of questionnaires and interviews.
Findings - Changes in incentives between the control and the discount group, as
well as the control and the point group, had no significant impact on visit frequency
or purchases amount. However, there was a significant difference in the number of
purchases between the discount and the point group, but not in the frequency of
visits
Practical Implications - The study provides insights for retail store in managing
the transition from discount to points to enhance customer satisfaction and sales.
Effective communication about point incentive benefits, regular program
evaluations, and customer service improvement are crucial for sustaining it.
Original/Value - This research serves as the first model to evaluate the impact of
incentive changes on customer satisfaction and retail fashion store sales.
