Customer Attitude towards Payback Card-A Study with Special Reference to Select City

In todays’ environment where marketers are facing cut-throat competition, in order to tackle such situation marketers are showing interest in customer loyalty programs as consumer retention strategy. Loyalty programs have turn out to be one of the most serious means by which companies are able to manage their relationships with customers. Customer loyalty is among one of the chief objectives of the marketing determinations. In this study payback card has been selected to conduct the study of customer attitude. An attempt has been made to study the customer attitude towards Payback Indiacard is a multi-brand loyalty program in India which have leading partners with outlets. The study has been conducted through survey method with a list of questionnaires over 50 sample size in Hyderabad city of Telangana State, India. The study reveals that most of the consumers are not worrying about the points and does not show any interest in using redemption of payback points.