Regarding questionnaire survey, We conducted both b2c and b2b surveys in order to gain insights in loyalty scheme and buying behaviour of organisations while purchasing electronic products and services. Firstly, let me introduce you the key findings of b2c questionnaires. Based on 150 respondents, they are all in part of loyalty system but only 69% using loyalty card as regular basis. Then, we ask ppl what is loyalty scheme in their mindset. We summarise the results into these word cloud, it showns the customer rewards either in forms of money or redemption offered by the company. ppl are mostly part of retailer loyalty scheme as shown by 37 % which Tesco, is the most dominate. Here from the bar chart, it illustrates that point collections and immediate discounts are the most preferable types of reward that people would like to have these benefits instant after their purchase, 45%. Respondents use loyalty card mainly because of getting discounts and redeeming rewards. Additionally, loyalty card also encourage customers to be more loyal to the company. This research question supports our idea that reinforcing loyalty scheme to customers is effective method to increase customer’s loyalty level. According to communication channel, respondents would like to communicate with retailer via email the most at 67% followed by loyalty scheme, pos and personal letter respectively.

Next, let’s move on to the key findings of b2b questionnaire. We asked 30 SME particularly micro sized enterprises in particular construction, education and property business sectors. And Most of respondents are decision maker in purchasing electronic products and services. As regard to this question, it indicated that businesses buy electronic goods less than once a year. While, they majorly tend to buy consumable products quarterly, which is the opportunity that we can encourage customers to buy more frequent through loyalty scheme’s incentive offerings. From these figures, they illustrate that ppl spend on electronic products and services are around 400 – 600 pounds annually. Moreover, there is a chance to increase their purchases on electronics products. to the range 600-800. Next is the critical issue that we found. None of our business respondents are currently part of loyalty scheme ,. This is significantly because their frequency of purchase is too low. This finding is aligned with content analysis that Helena mentioned earlier. Then we asked where customers purchase electronic products and services, Amazon are the most preferable as we consider by average mean. However, it could be said that it is a fragmented marketplace. From the average mean results, it shows that business tend to pay attention to pricing and deliver services when choosing an electronic products & services retailer/supplier. With regard to this findings, we therefore will bring these 2 aspects to our loyalty incentives which we will clarify the further detail later on. In general, businesses prefer to have immediate discounts as a reward which is along the same line with lit review and b2c that it will help increase short-term sales. And here 0% of tier system, lit review on the other hands suggest that this loyalty system will dramatically increase lovel of recency frequency and monetary value in the long term. And the last question, this figure shown that businesses would like company to communicate with them by email and POS same as B2C responses.