Retail Membership Model with Network Switch

In order to retain customer loyalty and control their purchasing behaviour through retail membership, the program's provider only allowing members to redeem their points at their retail chain. Thus, this study proposes a new retail membership model that could be used as 'money' outside the program provider's chain. The existing membership model and the proposed model are compared based on their modus operandi through two phases of goal programming. This study shows that the proposed membership model could give a better and consistent solution compared to the existing membership model. In addition, it is a step towards retail membership opportunity as a means of payment.