Page 64 - MARSIUM'21 COMP OF PAPER

DEVELOPING ZOOKU MEMBERSHIP CARD ATTRIBUTES TO ENHANCE

CUSTOMER LOYALTY

Nurul Hafiza binti Azri, Dr. Nor Zafir binti Md Salleh

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: nhafiza48@graduate.utm.my , zafir@utm.my

Abstract

Due to the pandemic of COVID-19 outbreaks around the world including Malaysia, one of the attraction
places such as Zoo Negara was having a big loss and wanted to attract the customers back by improving

its membership program. Zoo Negara relies on raising their fund to cover their expenses because of the
restriction and social distancing which led to fund raising, sales ticketing and wanted to improve their

membership card. However, Zoo Negara wanted to focus on improving its membership card because of

decreasing amount of people to join the membership program. With strong membership program, the
switching barriers will be decreasing because the customers choose to be loyal instead of switching to

other competitors or even worse, do not renew their membership card. This study aims to improve the
membership card of Zoo Negara which is ZooKu Membership Card by determining the preferred elements

of ZooKu Membership Card among parents with young children and the best pricing and best attributes

of ZooKu membership card among parents with young children. This research is using qualitative research
design and the data has been analyzed by using thematic analysis method. The findings consist ed of eight

respondents in total that showed their difference and uniqueness responds during the virtual interview. It
is recommended that future research shall be conducted in other states in Malaysia or out from the country

so ZooKu Membership Card can always in trend and be updated.

Keywords: Membership Program, Elements, Price, Attributes

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