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Moravian College

Leslie Pope

2009-2010 Honors Student

Leslie Pope

Name: Leslie Pope
Honors in: Marketing
Hometown: Pottsville, Pennsylvania
Major(s): Business Management

Title of project: Gratitude v. Expectation: An Examination of Customer Loyalty Programs

Abstract or brief description: This study focuses on loyalty programs and what contributes to their success. It explores how two variables, involvement and customer care, affect customers’ attitudes towards frequent flyer programs. Overall, it demonstrates that customers are no longer grateful for loyalty programs and how, instead, they have come to expect them. The data also suggests that one way to establish true customer loyalty is to offer exceptional customer service where the customer service representatives go above and beyond to suit the needs of the customer.

How did you get interested in your topic? I became interested in my topic when I read an article that talked about how grateful customers were for the rewards they were given. At the time, I was working in retail and I was sure that our customers were not in the least bit grateful of the discounts that they were offered, rather they expected them and complained when they did not receive them.

Do you intend to research your topic further, if so, how? Not at this time. I hope to eventually be accepted into graduate school. When that time comes I look forward to examining loyalty programs and their effects in great detail.

How did you benefit academically by conducting research/participating in honors? The benefits of the honors program are endless. The program gives students an extra competitive edge. I know of many honors students that have been extremely successful after completing an honors project at Moravian. I believe it also creates a special network with alum who have participated in the honors program.

How has the department in which you studied prepared you for the future? I hope to one day get my MBA, so working in management and marketing will be paramount to being accepted into a graduate program.

What advice do you have for other students interested in honors? Do it! The honors program is time consuming and you have to put a lot of effort into your work, but in the end you will leave Moravian College with an experience that only a select few are entitled to.