Factors Influencing Consumer Loyalty to Utilize Mobile Applications

A Thesis Proposal
Presented to
The Faculty of Decision ciences and Inno!ation Department
"amon #$ Del "osario % College of &usiness
De La alle Uni!ersity
In Partial Fulfillment
'f the "e(uirements in
Thesis for &usiness Management Ma)ors * +T,M-T*.
Third Trimester/ 0 12*3412*5
ubmitted by6
Chang/ Aleriz Doryn $
-o/ 7ristine &ernice -$
'ngtao/ Marla 7atricia "$
ee/ 8oshua Anthony T$
Thesis Adviser:
Dr$ 9milina arreal
Table of Contents
Chapter: Introduction *
*$* Background of the Study *
*$1 Statement of the Problem 1
*$3 Obectives 1
*$5 Significance of the Study 3
*$: Scope and !imitation 3
Chapter ": #evie$ of #elated !iterature :
"%& Customer !oyalty Program :
1$*$* ,istory of Customer Loyalty Program ;
1$*$1 ,istory of Customer Loyalty Program in Asia< Philippine =
etting
1$*$3 ize of the Loyalty Program -lobal Mar>et ?
1$*$5 tatus of Customer Loyalty Program in Asia ?
1$*$: -oals of a Loyalty Program *2
1$*$; &enefits of Customer Loyalty Program **
1$*$= Challenges 9ncountered in Implementing Customer Loyalty*1
Program
1$*$@ Trends in Customer Loyalty Program *3
"%" 'obile Applications as a Tool for Customer !oyalty Program *3
1$1$* Ad!antages of Mobile Applications as a Tool for Customer *5
Loyalty Program
1$1$1 Disad!antages of Mobile Applications as a Tool for *5
Customer Loyalty Program
"%( )actors Affecting Consumers to *tili+e 'obile !oyalty Programs *:
1$3$* Participation "e(uirements *:
1$3$1 Point tructure *:
1$3$3 Types of "eAards *:
1$3$5 Features of Mobile Applications *;
"%, -ffects of *sing 'obile Customer !oyalty Programs *=
1$5$* CustomersB Point of #ieA *=
1$5$*$* Utilitarian &enefits *=
1$5$*$1 ,edonic &enefits *@
1$5$*$3 ymbolic &enefits *@
1$5$1 Mobile Loyalty De!elopersB Point of #ieA *?
1$5$1$* Profitability *?
1$5$1$1 Customer Ac(uisition *?
1$5$1$3 Product AAareness 12
1$5$3 MerchantsB Point of #ieA 12
1$5$3$* Customer Loyalty 12
1$5$3$1 Customer atisfaction 1*
1$5$3$3 Customer "etention 11
1$5$3$5 Increased "e!enue/ Profit/ and Mar>et hare 13
1$5$3$: ales Promotion 13
1$5$3$; "elationship Mar>eting 15
"%. Customer !oyalty Inde/ ".
1$:$* #alue Proposition 1:
1$:$1 &rand &uilding 1;
1$:$3 Trust and ecurity 1;
1$:$5 Cebsite and Technology 1;
1$:$: Customer er!ice 1;
"%0 #esearch 1ap 1=
Chapter (: Theoretical )rame$ork (2
(%& Conceptual )rame$ork (2
(%" Operational )rame$ork 35
(%( Assumptions 3;
(%, 3ypotheses 3=
(%. Operational 4efinition of Terms 3@
Chapter ,: 'ethodology 51
,%& #esearch 4esign 51
,%" 'ethod of 4ata Collection 51
5$1$* "espondents 51
5$1$1 ampling Plan 53
5$1$3 Data Collection Method 53
5$1$5 "esearch Instrument 55
,%( 'ethod of 4ata Analysis 55
5$3$* Descripti!e tatistics 55
5$3$1 Correlational Analysis +Pearson r. 5:
5$3$3 Multiple "egression Analysis 5:
Appendi/ A: Assessing the )actors Influencing the *tili+ation of 'obile 5=
!oyalty Applications
#eferences :=
!ist of )igures
Figure *6 Conceptual FrameAor> 1?
Figure 16 'perational FrameAor> 35