O Customer Loyalty schemes have a positive impact on the retail segment (supermarkets) that uses them?

Here is a project on a widely disscussed topic customer loyalty schemes. Take a look at the attched word document for the question and objectives of the project. You can choose to use whatever academic journals and books you feel nessacary. Consider taking a look at the journals listed in the word document although you dont have to use these if you feel they dont fit the project. 30 refs to be used minimum, just to give a wider spread of research. Project MUST be completed no later than the 6th May.