Austria, Mharjean B., Balisi, John Renzie P., Edillor, Desiree G., Emeses, Vanirie Marie M., Eusebio, Camillie P., Florentino, Jim Kenneth P., Manuel, Oshin Queen T., Mendoza, Charles Brian A., Tamayo, Maria Althea S.  4  0   <br/><br/>
The Effectiveness of Using Loyalty Card Programs Towards the Profitability of Selected Coffee Shops in Makati City /        6 
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Austria, Mharjean B., Balisi, John Renzie P., Edillor, Desiree G., Emeses, Vanirie Marie M., Eusebio, Camillie P., Florentino, Jim Kenneth P., Manuel, Oshin Queen T., Mendoza, Charles Brian A., Tamayo, Maria Althea S. 
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<br/><br/>   Business Research: (BSBA major in Financial Management) - Pamantasan ng Lungsod ng Maynila, 2024. 
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<br/><br/> 116 pages    Abstract  In recent years, loyalty card programs have emerged as popular marketing tools for enhancing customer retention and fostering repeat business. However, their effectiveness in the context of coffee shops in Makati City still needs to be explored. This research aims to fill this gap by examining the relationship between loyalty card utilization and coffee shop profitability. It determines how loyalty card programs work in enhancing profitability. The primary purpose is to assess customer satisfaction levels with loyalty card programs, and evaluate differences in net monthly profit between coffee shops with and without these programs. The study employs a descriptive comparative research method, surveying 85 customers and 40 coffee shop owners/managers (20 with and 20 without loyalty card programs). Data collection is executed through purposive and convenience sampling, with instruments validated by experts to ensure accuracy. Statistical analysis includes frequency and percentage distribution to describe the demographic profile of respondents, standard deviation to measure data dispersion, weighted mean for summarizing responses, a 4-point Likert scale for measuring satisfaction levels, chi-square tests to assess relationships between categorical variables, and t-tests to compare the means of two groups. SPSS software is used for data analysis to ensure accurate statistical results. The findings will offer actionable insights for coffee shop owners and managers to optimize their loyalty programs, enhancing customer retention and profitability. Additionally, the research provides valuable implications for academic institutions and policymakers by contributing empirical evidence to support the development of effective loyalty marketing strategies and policies that foster the growth of the coffee industry in Makati City. In the findings, it was found that there is no significant relationship between loyalty card programs and profitability in coffee shops in Makati City.  Keywords: Loyalty Card Programs, Coffee Shops, Makati City, Customer Retention, Profitability, Marketing Strategies, Customer Satisfaction, Net Monthly Profit, Consumer Preferences.       
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