Loyalty Programs for Hospitals : An Insight for E-commerce companies

Abstract

Ecommerce has come a long way from being perceived merely as a mode of buying and selling over internet to encompass the complete online process of delivering, and servicing products and services. However, there is a strong conviction among the players in Ecommerce arena that the offerings which are more differentiated in terms of customer experience defines the path from landing on the website to the payment of the product/service. The present study intends to explore the right value drivers to be incorporated in a Loyalty program meant for hospital staff for an Ecommerce website selling hospital products for the niche but huge segment in India. The study covered large, medium and small sized hospitals in the National Capital Region (NCR) of India .The results of study showed that loyalty program for the hospitals should be based more on the drivers of emotional connect than on those of process improvement.

Keywords

• customer life time value (cltv)
• customer loyalty
• e commerce
• customer retention