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You searched Library Catalogue - Author: Ooi, Li Hsien
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Call Number (WOU)
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SP CEMBA 2018 73
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Author
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Tan, Linyen
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Title
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The importance and impact of a successful loyalty program on cinema business profitability in Malaysia. / Tan Linyen.
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Abstract
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This research examines five different elements of a cinema loyalty program which would contribute to its effectiveness and in turns leading to an enhanced business profitability. As the leading brand in Malaysia, GSC has had the biggest market share for many years now and is at a juncture where innovative strategy is required in order to achieve a breakthrough and scale new heights. While it looks at its main competitors’ business strategies, it realises that the brand is the only major industry player lacking of a loyalty program. Thus, in this study, there are five elements of a loyalty program that the company would like to determine their dominance and significance, including Reward Structure, Exclusive Privilege, Affordable Costs, Infrastructure and Effective Communications of a loyalty program. The results not only can help GSC in designing an effective loyalty program, but also in curating its marketing and communications strategies relating to the membership. The outcome of this study is a set of findings that indicate significant positive relationship between four out of the five elements and cinema-going behaviour, except the Cost variable which is tested and proven to be not reliable. For the other four variables, the data collect were tested and analysed. Results show that Exclusive Privilege is valued most highly while Reward Structure ranked the lowest. The results also facilitate many decision-making across different functions in the company, including pricing, marketing, sale and promotions, etc. Towards the end of this paper, several recommendations were proposed highlighted for both academical and economical purposes, which should be of importance to parties of interest in the Malaysian cinema industry.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2018.
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Subject
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Business -- Malaysia.
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