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Next is textured and unique card where the respondents wanted the card look different than other common card design. Lastly, is Different
Colours of Cards where this card is suitable to create for a tiering membership card program because the higher the member on the tier, the
more benefits that gain as well as the design of the membership card will differ them from regular customers.

5.4 THE BEST PRICE STRATEGY

In order to create best membership card, not only elements are included but price as well because it will determine of the experience
by members where the higher the member’s satisfaction, the higher the profit of the organizations. Based on Marine, a writer from Springly
article, she shared five new strategies to improve the pricing strategy for membership card. According to the findings, the respondents chose
two out of five strategies to improve the price strategy which is Offering Joining Benefits and Getting Creative with Discounts. The
respondents suggested to Zoo Negara raise the discount price and give a special promotion to those who are the first-time member. Not only
that, they preferred that Zoo Negara to decrease the current entrance fee, add on more new benefits because compared to other top zoos in
the world, Zoo Negara is left behind and they urged also to change the demographic age limit to children where the children who is below
six years old is entitled for free entrance like infant.

5.5 THE BEST ATTRIBUTES

A loyalty program can deliver few types of benefits to the customers where it can determine the hard attributes and soft attributes to
increase the value of the program. 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). The results showed that mostly of the respondents wanted Zoo Negara to add new elements and more benefits,
also to make options for members to use physical card or digital card. It is because there must be customers who are still not used to use apps
or website to buy tickets and so on. The respondents also believe of engagement between the customers and organization can create a bond
especially through digital. They also need to keep up-to-date with the trends and making virtual Zoo tour because nowadays many companies
and industries have been using virtual meeting due to the pandemic.

5.6 RESEARCH LIMITATION

The scope of the research was focusing on parents with young children who has been joining the membership card only. Also, there are
some limitations in conducting with this research such as the research can only be conducted through online because restrictions due to
pandemic COVID-19. Other than that, the scope of this research is quite small and it is very hard to find respondents in a limited time.

5.7 RESEARCH RECOMMENDATION

There are few recommendations to conduct this research in future. The research can be conducted with other sampling where not only
restricted to those who has a membership card but to anyone who has experience of visiting the zoo more than once.

5.8 CONCLUSION

To be concluded, findings from this study has discovered that Zoo Negara really must make improvement towards its membership card.
By making improvement on their ZooKu Membership Card with this study, it might can help the management to bring something new that
different from before. Tiering Membership Card is one the popular membership program that is using widely between the top zoos in the

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