This study aims to investigate if customer loyalty programs have a positive effect on customer retention in a well$-$known Kingston, Jamaican Retail Company. It aims to understand how loyalty programs influence customers' decision$-$making, satisfaction, and long$-$term relationships and if customers are more likely to order your brand, thus improving customer retention. Also, it aims to offer important insights into how loyalty programs can be improved to increase customer retention, especially in developing regions, by focusing on Kingston's retail landscape.

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This study will also look at how individual characters and purchasing habits affect how successful loyalty programs are, it will determine which programs are most likely to promote customer satisfaction and loyalty, building on Sawant's $($n$.$d$.)$ theory that individual differences may influence how consumers view and react to loyalty incentives. By doing this, it seeks to understand how loyalty programs can be changed to more effectively appeal to a range of consumer types in the Kingston retail industry.

Lastly, this study will take into account the difficulties faced by Jamaican retailers, including technology, culture, and the economy that could affect the general effectiveness of loyalty programs in this area. With the help of these insights, retailers may be able to better understand how loyalty programs work in Kingston's competitive retail market and develop strategies to boost customer satisfaction and retention.