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The Impact Of Loyalty Programs On Customer Retention In Online Cosmetics: A Mixed-Methods Study

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  • Toirova Mubina

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

Suggested Citation

  • Toirova Mubina, 2026. "The Impact Of Loyalty Programs On Customer Retention In Online Cosmetics: A Mixed-Methods Study," GREEN ECONOMY AND DEVELOPMENT, "Ma'rifat-Print-Media" LLC, Tashkent State University of Economics, vol. 4(6), June.
    • Handle: RePEc:teu:ged000:v:4:y:2026:i:6:id:11110
    DOI: 10.5281/zenodo.20750150
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