Comparative analysis with Western Union and improvement of the existing loyalty program based on customer expectations; Xpress Money

Abstract

The project is aimed at identifying the most important attributes perceived by customers in an instant money transfer service and to compare WU and XM on these attributes. Based on these results, areas of improvement can be identified and suitable measures can be taken to improve the customer perceptions of the Xpress Money brand. In terms of the loyalty program, the project is to identifythe customer expectations from a loyalty card and to suggest necessary changes to the existing program to acquire new customers and to further improve customer retention.