The Effects of Loyalty Programs on Customer Retention
A Case Study of The Foschini Group Stores at Manda Hill, Zambia
Main Article Content
Abstract
This study examined the effectiveness of loyalty programs on customer retention within The Foschini Group (TFG) in Zambia, motivated by challenges including a 4% annual profit decline, inflation, power cuts, and a $1.5 billion turnover reduction in Africa. Despite introducing loyalty programs like "TFG Rewards & More" (TFGRM) and "My TFG World Reward" (MTFGWR), sales dropped from 20% in July 2023 to 5.2%, raising concerns about their impact on retention. The study aimed to evaluate the impact of these programs on customer retention and the role of external business challenges. Using a quantitative, cross-sectional design, structured questionnaires were administered to 200 participants, including customers and employees from brands like Markham, Woolworths, and Exact, in Manda Hill, Lusaka. Likert-scale questions measured perceptions, while regression analysis identified relationships between program features and retention. Findings revealed that reward variety in TFGRM significantly influenced customer loyalty, with satisfaction being a key driver. Expanding and diversifying reward options was recommended. Personalized rewards had minimal impact, but overall program satisfaction emerged as critical for retention. In MTFGWR, frequent reward usage and satisfaction enhanced loyalty, though perceived value for money was less significant. Customers preferred quality experiences over monetary savings, prompting recommendations to focus on experiential rewards. External challenges, like inflation and power outages, moderately affected loyalty, highlighting the need for transparent customer communication. To address competitive pressures, the study suggested enhancing customer experience through technological innovations such as mobile apps and virtual support. These strategies can help TFG improve retention and sustain competitiveness in a challenging market environment.
Article Details
Copyright (c) 2025 Jennipher Shipola, Dr. Bupe Getrude Mutono-Mwanza (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Jennipher Shipola, University of Zambia, Lusaka Zambia.
Graduate School of Business,
University of Zambia, Lusaka Zambia.
Dr. Bupe Getrude Mutono-Mwanza, University of Zambia, Lusaka Zambia.
Graduate School of Business,
University of Zambia, Lusaka Zambia.
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