THE IMPACT OF LOYALTY PROGRAMS ON CUSTOMER RETENTION IN ONLINE COSMETICS: A MIXED-METHODS STUDY

Toirova Mubina

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 6

Abstract: This study investigates the influence of loyalty programs on customer retention in the onlinecosmetics industry. The research highlights the dual pathways of loyalty programs: their role in driving repeatpurchase behavior and emotional engagement. Utilizing a mixed-method approach that includes qualitativeinterviews and a quantitative survey, this study demonstrates that well-designed loyalty programs cansignificantly enhance customer retention. Findings reveal that clarity and usability in loyalty program design,alongside the provision of relevant and appealing rewards, contribute to consumer satisfaction and loyalty.However, issues with loyalty fatigue and privacy concerns were found to potentially undermine these benefits.The study concludes with strategic recommendations for online retailers aiming to enhance loyalty programeffectiveness and foster lasting consumer relationships

Keywords: loyalty programs; customer retention; emotional engagement; online cosmetics; mixed methods; repeat purchases; loyalty fatigue. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:6:id:11110

DOI: 10.5281/zenodo.20750150

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