Design a questionnaire and conduct a survey about two loyalty programs. The first should be about a membership/loyalty program that keeps your classmates or their families loyal to a particular firm. The second should be about a loyalty program that is not well perceived and does not seem to add value for the customer. Use open-ended questions, such as “What motivated you to sign up in the first place?”; “Why are you using this program?”; “Has participating in the program changed your purchasing/usage behavior in any way?”; “Has it made you less likely to use competing suppliers?”; “What do you think of the rewards available?”; “Did membership in the program lead to any immediate benefits in the use of the service?”; “What are the three things you like best about this loyalty program?”; “What do you like least?; and “What are some suggested improvements?” Analyze which features make loyalty/membership programs successful, and which features do not achieve the desired results.

Use the Wheel-of-Loyalty framework to guide your analysis and presentation.