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1.5 RESEARCH QUESTIONS

This study listed three main research questions:

i. What are the preferred elements of Zooku Membership Card among parents with young children?
ii. What is the best pricing strategy of Zooku Membership Card among parents with young children?
iii. What are the best attributes of Zooku Membership Card among parents with young children?

1.6 RESEARCH OBJECTIVES

This study listed three main objectives:

i. To determine the preferred elements of Zooku Membership Card among parents with young children.
ii. To determine the best pricing strategy of Zooku Membership Card among parents with young children.
iii. To determine best attributes of Zooku Membership Card among parents with young children.

2.0 LITERATURE REVIEW

This chapter represents the membership card, the types of membership card, the elements preferred in membership card, the best pricing
strategy for membership card and the best attributes of membership card.

2.1 THE MEMBERSHIP CARD

Colleran (2020) from Join It article has mentioned that membership cards are given to the customers who have signed up or subscribed
to join a club or an organization. Membership cards seem pretty similar to a loyalty cards or programs where usually many big retailers or
organizations always come with a lot of benefits that are exclusive to the customers. However, many people questions do this program is
worth enough for the customers loyalty? Few researchers found many positive relationships between loyalty program membership and
customer loyalty (Rosenbaum et al, 2005). They indicate that in order to make the brand successful, the organization must encourage the
customer to join the membership program and gain their trust.

2.2 THE TYPES OF MEMBERSHIP CARD

According to Eva, a writer from Springly article (https://www.springly.org/en-us/blog/membership-card/), there are two types of
membership cards which called as physical card and digital card. Physical cards are basically like a common credit card sized that made from
plastic and usually are kept in people’s wallet or purse or card holder. Meanwhile, digital cards are the one was stored members’ information
solely in online. Digital cards are surprisingly very handy whenever people forgot to bring their wallet or lost their card. Apart from the
membership card types, TADA blog shared by Nida Amalia (https://blog.usetada.com/types-of-loyalty-membership-card-and-their-
measurement-metrics) that there are many of membership card comes with different strategies based on their types as the following table
that is shown below.

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