Introduction

Problem Statement

In 21st century ensuring effective Customer Loyalty Program has become an important business component in terms of ensuring the sustainability and competitive advantage of the company [1]. Due to increasing pressure from the customers, it has become necessary for the brands like Amazon to make continuous effort for attracting mass customer base [2]. The study will especially focus towards examining how customers respond to first-time purchase discounts as important customer loyalty strategy at Amazon and how this has enhanced accountability in the performance of the company will be reflected through this research.

Objective:

• To analyze the importance of understanding customer expectation for establishing loyalty program.
• To investigate how customers respond to first-time purchase discounts program for at Amazon
• To suggest the implementation of first-time purchase discounts strategy for increasing accountability in customer loyalty program at Amazon.

Research Questions

1. What is the importance of understanding customer expectation for establishing loyalty program?
2. How customers respond to first-time purchase discounts program for at Amazon?
3. What will be the implementation of first-time purchase discounts strategy for increasing accountability in customer loyalty program at Amazon?