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customers face a cash flow issues where they are interested to join but having a problem to pay it at once, and (5) getting creative with
discounts, for instance, provide a deadline for the offered discounts because it will create a sense of urgency for the indecisive customers.

2.5 THE BEST ATTRIBUTES IN MEMBERSHIP CARD

There are some factors that influence of the loyalty program to success such as the incentive, exclusive offers or benefits provided from
the organization. The influences also more on customers behavior as it focused on the customer satisfaction. Satisfied customers will spend
more for more benefits in which they see the benefits as value (Villace et al, 2013). A loyalty program can deliver few types of benefits to the
customers which can determine the hard and soft attributes to increase value. Hard attribute is a tangible reward, for instance, discounts and
gifts. Meanwhile, soft attribute is more to special communication and treatment where the organization try to give the customers a sense of
recognition or make them feel special (Gyulavari, Tamas 2010).

According to Mimouni and Volle (2010), they categorized into three groups of customer benefits regarding loyalty programs which is
the utilitarian, the hedonic and the symbolic ones. The utilitarian benefits surround by a functional and instrumental value to customers, for
instance in terms of monetary value and the convenience. Other than that, the hedonic benefits are more like emotional or feelings and
experimental aspects of the loyalty program. The customers would find it is entertaining and they also perceived joy from it. Meanwhile, the
symbolic benefits are much more to prestige, social status or it is belonged to any group of customers with a similarity of values and behavior.

3.0 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research design of this study is a qualitative research design. This method has become increasingly popular because it can find
data where sometimes it might be hard to use the quantitative method. This study is suitable to use qualitative method because we can focus
on the specific data to generate, rather than apply the ready-made structure like a form of survey. The purpose of this method is to collect in-
depth nonnumerical data from small sampling (Forward & Levin, 2021). It is required for the person to think right away and spontaneous,
more like being honest and give their own opinion from the questions given.

3.2 POPULATION AND SAMPLING

Population is a complete set of persons or objects that hold some attributes by defining the sampling criteria established by the
researcher. Meanwhile, sampling is a terminology in which to describe the selected or the chosen person or objects that have been chosen
for the studies and the process of selecting a group of people in order to conduct the study. Due to the pandemic of COVID-19 outbreaks,
the method used is a purposive technique which is a virtual interview. The virtual interview was held in online using WhatsApp platform.
The total of selected respondents was eight respondents and they were interviewed simultaneously. The respondents also were someone who
had experience of being a member for ZooKu Membership Card or the one who are currently a member of ZooKu Membership Card because
they had to answer the questions regarding the experience they had and they may answer some of their idea to make improvement of ZooKu
Membership Card.

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