Advisers

Jennylene A. Abalos

Discipline

Marketing

Abstract

The 7-Eleven, a convenience store, aims to maintain customer loyalty by offering rewards through two programs: the Everyday Reward Card and the CliQQ Rewards App. Customers earn points by scanning their card or QR code at purchase, redeemable for snacks, discounts, and promos. The study used a descriptive-correlational design to examine the relationship between loyalty programs and customer retention. Fifty customers were selected via purposive sampling. Data were collected using a validated thirty-item questionnaire with a four-point Likert scale measuring satisfaction, usefulness, and ease of use. Weighted mean assessed agreement, Pearson correlation analyzed relationships, and ranking identified key factors influencing retention. Customers perceive loyalty programs positively, feeling valued, satisfied, and motivated to shop again. Both the Everyday Reward Card and CliQQ App were positively perceived in relation to engagement, particularly for their convenience, usefulness, and ease of use. Rewards were associated with purchasing decisions and store preference, while simpler systems were associated with participation. Overall, the programs were associated with satisfaction and retention, as reflected in the composite mean results. Correlation analysis indicates a strong positive relationship between loyalty cards and retention. Challenges include limited awareness, low usage, and insufficient promotion, emphasizing the need for improved communication and program implementation. The findings show that the programs are associated with customer satisfaction and retention. Feeling valued (3.50) fosters emotional loyalty, while the CliQQ App (3.40) offers convenience and user-friendliness, supporting the Technology Acceptance Model. Rewards are useful 3.15, appealing to value-seeking customers. Despite positive perceptions, lower regular usage 2.94 indicates engagement barriers.

Keywords

customer satisfaction, customer retention, perceived ease of use, perceived usefulnessness, convenience store, loyalty card