Design a questionnaire and conduct a survey asking about two loyalty programs.

The first is about a membership/loyalty programs your classmates or their families like best and keep them loyal to that firm. The second should be about a loyalty program that is not well perceived, and does not seem to add value to 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 did you like least?”, and “What are some suggested improvements?” Analyze what features make loyalty/membership programs successful, and what features do not achieve the desired results. Use the Wheel of Loyalty framework to guide your analysis and presentation.