Loyalty Programs and Brand Switching Behavior

Kylie Nazario

Co-Presenters: Kylie Nazario, David Bromirski, Leslie Herrera

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Singh, Shweta  

Abstract:

Title: Understanding Consumer Brand Switching Behavior of loyalty ProgramsAuthors: David Bromirski, Kylie Nazario, Leslie Herrera, Mekhi MitchellAbstract:In today’s competitive environment, brand switching is a reality and a growing challenge being faced by organizations. Low switching costs and constant promotional messaging from competitive brands impact brand loyalty negatively. Organizations rely heavily on loyalty programs to retain customers, encourage repeat purchases, and strengthen long-term relationships with their customers. This study examines the key factors that influence consumers’ brand switching behavior. In essence, it looks at how loyalty programs, program downgrades, gamification, and how demographics affect brand switching behavior and customer retention.This is a quantitative-based research where primary data through surveys is used to understand consumer brand switching behavior and its determinants.This research provides insights for their businesses to design loyalty programs that better engage their consumers and encourage long-term retention. Future studies will be able to examine loyalty program effectiveness across different industries or explore how long-term engagement with gamified programs influences sustained brand loyalty with new consumers.Keywords: Loyalty Programs, Consumer Behavior, Brand Switching