Effectiveness of Loyalty Schemes on the Customers’ Buying Behaviour

Submitted by: Ganesh Adhikari

ABE membership number: W07304

28 May 2013

Contents

1. INTRODUCTION, BACKGROUND AND RATIONALE...........................................4

2. THE RESEARCH QUESTION................................................................................5

3. THE LITERATURE REVIEW...................................................................................6

3.1MEASURING LOYALTY...............................................................................7

3.2HOW DOES A LOYALTY CARD WORK?....................................................7

3.3CRITICISM....................................................................................................8

4. THE RESEARCH METHODOLOGY.......................................................................9

5. ANALYSIS AND THE FINDING............................................................................11

6. CONCLUSIONS, RECOMMENDATIONS AND LIMITATIONS.............................15

6.1RECOMMENDATIONS..............................................................................15

6.2 LIMITATIONS…………………………………………………………………..15

7. REFERENCES......................................................................................................17

8. APPENDICES

2

Declaration

I declare that this assignment is my own work and I have appropriately

acknowledged the work of others. This assignment is produced in accordance with

the ABE regulations and guidelines.

……………………………......

28 May 2013

3

Total word count: 3585

1. Introduction, Background and Rationale

Boots is the leading pharmacy-led health and beauty retailer with more than 3300

stores across the world. Boots has its roots in the mid-19th century when John Boot,

an agricultural worker, opened a small herbalist store on Goose Gate in 1849, since

then the company grew significantly and now is part of Alliance Boots, an

international health and beauty group. 

To achieve the target of being world's leading health and beauty group Boots is

committed to providing excellent customer and patient care; to being the first choice

for pharmacy and healthcare and to offering innovative ‘only at Boots’ products, with

great value. They aim to provide customers with excellent value through executing

strong promotional offers and rewarding customer loyalty with Boots Advantage Card

points.

Boots constantly seek sustainable ways to improve their relation with the customer to

gain competitive advantage in the current competitive business environment. In the

consumer centric UK retail market it is often necessary for the firm like Boots to

measure, manage and track their customers. So it is a major priority for a Boots to

have an Advantage card which facilitates the tracking and communication with

potential customers.

Boots realised that there was a need for them to have electronic cards through which

they can reward and give benefits to their loyal customers. Boots launch the

Advantage card scheme in 1997 which currently has 17.8 million active cardholders.

According to Boots website the current scheme gives four points for every pound

spent by customers in store or online.

The intent of this assignment is to explore how important the Boots Advantage card

is for the company to maximise sales and profit. It is widely believed that if used

effectively loyalty schemes help companies to improve their relationships with

customers. These relationships in many cases are maintained by different rewards

and benefits for the customers as well as promotional offers. Why are loyalty

schemes in existence in large quantities? And the most interesting question is does

this scheme really gives value to customers or is it just a way of making profit? There

4

are varying thoughts among scholars about the way these loyalty schemes are

implemented in market. Therefore to find out to what extent these various loyalty

cards are effective in attracting customers and retaining them more research is

required. By using Boots Plc as the case company, this research is intended to

analyse the impact of loyalty cards on consumer buying behaviour.

2. The Research Question

What is the impact of Boots Advantage card on its customers?

The Objective of this assignment is to critically analyse the effectiveness of

loyalty schemes on the customer’s buying behaviour and their perception

about the company.

Loyalty is a powerful tool to strengthen the relationship with customers and by

improving relationship with customers companies gain competitive Advantage and

financial growth. There has been plenty written about loyalty in the past with some

believing it is for the benefit of customer while others argue it’s just another tool of

marketing. There is no universal tool to measure the impact of loyalty into customers.

This research aims to evaluate the impact of loyalty by executing a survey and

reviewing the existing literature.

Loyalty is very important aspect of modern business policy. As Peter Drucker (1993)

said the main purpose of the business is to attract and maintain customers and it is

widely believed that retaining existing customers is often cheaper than attracting new

ones. A loyalty scheme is one such tool which has been used extensively by many

forms in recent years to gather personalised data about customers to enhance the

relationship with them.

Boots Plc started its loyalty card in 1997 and it is regarded as one of the most

successful schemes for customer retention. Since then it has played a significant

role in increasing customer satisfaction and is regarded as one of the most

successful schemes in the British retail market according to its website. Through its

Advantage card, Boots has been able to gather valuable data on individual spending

which helps management to make decisions, help maximise profits and strengthen

5

its relationship with the customer. This research therefore aims to understand the

customers’ perception of the loyalty card. Furthermore, the question intends to

examine how Boots Advantage card affects the buying behaviour of the customer

and what role it plays in shaping their attitudes.

3. The Literature Review

Customer loyalty is seen to be a prime business objective. In an increasingly

competitive global market, organisations are constantly seeking innovative ways to

create and maintain customer loyalty. One such tool is the Loyalty card. According to

the Oxford Dictionary (2013), “a loyalty card is an identity card issued by a retailer to

its customers as part of a consumer incentive scheme, whereby credits are

accumulated for future discounts every time a transaction is recorded.” Loyalty

programs are formal relationship marketing strategies designed to reward the

customer based on the amount and frequency of their purchases (Sharp and Sharp,

1997). Dick and Basu (1994) defined Customer loyalty as the strength of the

relationship between an individual’s relative attitudes and repeat patronage.

Therefore, the loyal customer is one who not only advocates a particular brand but

also repeatedly buys it. According to the Customer Loyalty Research Centre (2001),

“Loyalty is a market segmentation based on the strength of the customer

relationship.”

A loyalty program is the tool used by a company to reward the customer on their

revisit. The development of database technology helps companies to identify their

loyal customers and implement their business strategy of rewarding the right

customers. Bolton et al. (2000) suggested one benefit of the loyalty program by

showing that “members in the loyalty program tend to overlook or discount a

negative evaluation of the company vis-à-vis the competition.” To be successful, a

loyalty program must target a valuable customer segment and attract them with

variety of rewards and benefits. Dick and Basu (1994) suggest that loyalty favours

positive recommendations and greater influence among loyal customers. Of course,

such findings encourage companies to build and maintain loyalty among customers.

6

Measuring loyalty

It is widely agreed that the companies with higher customer loyalty usually

experience faster business growth than companies with lower customer loyalty

(Hayes, 2011). However, there has been always debate among academics about

how loyalties can be measured. Dick and Basu (1994) proposed a two-dimensional

conceptualization of loyalty by adding an attitudinal dimension to the behavioural

dimension. Their idea was that the quantity and measurement are equally important

as advocacy and favourable related attributes to measure loyalty. Additionally,

Dowling and Uncles (1997) believes that only a small numbers of customers are

100% loyal to any one brand. Many customers are believed to keep changing their

buying behaviour which could be affected by promotion, sales or discounts.

According to Oliver (1999) loyalty can be measured through shopping frequency,

price sensitivity, customer retention and the spending pattern of the customer over a

period of time. Companies must have an effective way to measure loyalty in this

dynamic business environment according to the changing environment. Customers

who rated a company highly on the “likely” scale purchased more products and

services are more likely to recommend the company (Quindlen, 2013). However, it is

not clear in which case customers are going to rate highly. Hayes (2013) in his article

believes that retention, advocacy and purchase are the general components of

customer loyalty which he believes can lead to a financial growth of the company.

These three factors provide a factual confirmation about how well the company is

doing against its competitors. The modern electronic card is used as a critical tool

which gives the real evidence of where and how many customers are spending.

How does a loyalty card work?

Loyalty and reward programmes are launched using plastic cards with an electronic

chip on the back. These cards are given to the customer to use and when they buy

from the store they are rewarded with some points. However spending of those

points is different from company to company depending upon the nature, type of

7

business and competition in the market. These cards are electronically tracked so

the company can find out what types of product the customer purchased and the

frequency of the visit. The majority of the cards available in the market are electronic

and technically advanced so customers just need to swipe or touch to get rewarded

or to spend points. One of the most important advantages for the business is that it

captures all the required demographic information about the customer on the

application form which helps them to make decisions for the future. In most cases

companies send vouchers, catalogue and information to particular customer related

to their needs and wants determined earlier through the computer database which

help the business to create a personalised service.

Criticism

There appear to be varying opinions over whether loyalty schemes and card do

actually work in favour of the retailer or whether the advantage lies instead in the

hands of the customer, or indeed is there a mutually beneficial relationship present.

According to O’Malley (1998) “Loyalty programmes are developed for a variety of

reasons including to reward loyal customers, to generate information, to manipulate

consumer behaviour, and as a defensive measure to combat a competing scheme.”

According to Shabi (2003) at least 85 per cent of UK households have at least one

loyalty card. However it is unclear to whom customers are loyal with as most of them

have cards of various retailers. Furthermore another question often raised is about

loyalty schemes is that these activities cost a huge amount of money which could be

viewed as just another version of promotion. Dowling and Uncles (1997) claimed that

a loyalty program itself does not play any role in changing the customer’s perception.

However, it plays a role in understanding the needs and wants of potential

customers and is also an effective tool of communication.

The loyalty card should work as a bridge of trust and mutual respect between

business and customer. By maintaining this relationship the company will not only

influence the customer to buy more but also attract others through the advocacy of

existing customers (Reichheld, cited in ABE manual book 2011). On the other hand

Customer will experience benefit through consistent points, discounts, offers and

personalised touch from the company. Business should utilise the card in very

8

constructive way to bring consistent benefit for the company as well as the

customers through effective and cautious use of data and information.

4. The Research Methodology

In order to analyse the impact of loyalty schemes on customers, both primary and

secondary data were employed. Primary data was gathered through a structured

questionnaire and an interview with the Assistant manager of the Boots store. The

secondary data was gathered from various Books, Journals and reliable websites.

The methodology employed focuses on the effectiveness of the Boots Advantage

card on the loyalty of its customers towards the company. Therefore the research

requires the development of a way to gather data: in this case a structured

questionnaire as well as interview with a Boots store assistant manager was

conducted with questions mainly focused on the factors that influence a customer to

be loyal. To determine how these loyalty schemes play role in encouraging

customers to revisit the store, it was important to find qualitative information too.

Therefore this research with the involvement of both open and closed ended

questions facilitates the mixed research method. According to Creswell (2009),

“mixed methods research is an approach to inquiry that combines or associates both

qualitative and quantitative forms.” The purpose of mixed research methods was to

critically analyse the factors influencing consumers’ behaviour. It will also ensure the

validity, relevance and validity of the data collected. Often limited information is

found through quantitative research therefore to determine emotion, feeling, insights

and motives Qualitative questions were also included in the questionnaire.

The primary data was gathered through the survey with the help of structured

questionnaires in a busy Boots store in west London. It is a very busy shopping mall

therefore the questionnaire was short with the purpose of maximising the number of

respondents. The nature of the survey was an interview which took approximately 2

minutes and there were 11 questions mainly focused on Boots Advantage card and

loyalty. On 23rd of March 2013 from 1pm to 5pm was the scheduled time for the

questionnaire. As the researcher has previously worked in the store as a part time

customer assistant, it was easier to gain permission in advance through a telephone

9

call with the manager of store. The researcher carried questions with him and asked

them to various group i.e. teenager, adult and elderly. However 12 people did write

their answers themselves with pen and hard cover made available.

Furthermore an in-depth interview with the Assistant Manager of the same Boots

store was carried to find out more qualitative information. The interview was

scheduled after the survey in the same day after she finishes her shift at 5: 30 pm.

The weekly report given by her consists of the data from Sunday 10 th to Saturday

16th March 2013 was helpful in analysing further. The weekly sales and the effect of

Advantage card in it were clearly showed in the numbers. No pre-determined

questions had been set for this interview as the aim of the researcher was to allow

the interviewee lead an unstructured discussion and enable author to gain a deeper

understanding about the research topic. During the interview some new quantitative

information was revealed which was again useful to differentiate the sales figures

with and without the card. Similarly this statistical data gathered from her was used

to compare and correlate with the findings from survey. Additionally, the qualitative

data was useful in analysing the Advantage card and its effectiveness.

Whilst the interview and questionnaire results were the major primary forms of data

for this research, other secondary data sources have been reviewed and analysed.

This has included the report from the Boots store, boots websites and various other

journals and Books. The purpose of using different source of data was to establish

validity and reliability of the research. Therefore the triangulation approach was

applied to understand the research objective from different perspective. According to

Patton (2002) triangulation involves using data from different sources and analysis of

the similarities and difference in the findings.

(Note: the Limitations to this Methodology is included in Section 6. Please see

page 15 and 16)

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5. Analysis and the Findings

The research shows that the majority of Boots customers actively use their Boots

Advantage card. The numbers of customers interviewed were 40 and surprisingly

only 4 among them did not have a Boots Advantage card. Interestingly the frequent

buyers are using card less compared with the occasional buyer. This might have

happened because the frequent buyers made smaller purchases which they think is

not worth using the card. In fact the occasional buyer purchase more and like to gain

more points therefore are keen on using the card every time they shop. While

spending the card points, the majority of Boots Advantage card holders spend their

points more often however a small number of respondents like to spend the points

on special occasions. Frequent spending of the points suggests that the consumers

are well informed about the function of card. However on the other hand, recurrent

use of the card might have made them more aware about their spending of points.

Using the card Buying boots products

spending card points

05

10152025303540

Customer spending

NeverOccasionalyFrequently

Num

ber o

f cus

tom

ers

The overwhelming majority of card holders believe that the Boots Advantage card

gives them value for money. It therefore appears from the survey that the Boots card

has achieved a high level of penetration of the target market and the card is popular

amongst customers. Additionally it is found that the more than half of the

respondents have other members within the family with a Boots Advantage card.

11

However, the number of customers using the card for online purchase is relatively

low. More than half of the Boots Advantage card holders prefer not to shop online.

However the high participation of the elderly people in the survey could be the

reason behind the reluctance in shopping online.

83%

6% 11%

Value for money Yes No Maybe/Not sure

The research suggests that the Boots Advantage card has a great influence on the

repeat purchase behaviour of its customers. The major motivation for customers to

come back is the value it gives for money and the flexibility in using the card.

However according to the Assistant manager the coupon and vouchers that boots

send to the customers are also the key factors influencing them to visit the store.

She further added that if the card is used in conjunction with the vouchers and

coupons, customer can save extra points.

These benefits and rewards have created a sense of satisfaction among customers.

The evident of this is the satisfaction about the current scheme among the

overwhelming majority of Boots card holders compared with other similar cards in

the market. Nevertheless most of the customers like to see some changes in current

scheme to make it more competitive.

12

17%

69%

14%

Customers ViewFlexible Value for money Other

There were ranges of response to the question about changes to the current Boots

Advantage card scheme. Most of the respondents want the current scheme to

change. They want the following changes:

Mix and match payment with cash

Part payment i.e. some with cash remaining with money

Should be able to exchange it for money

Increase the points

Should give more vouchers

Influence for repeat purchase

Family Usage Online Usage 05

101520253035

Influence and usage the card

YesNo

Num

ber o

f cua

tom

ers

More than half of the respondents write their feedback on the possible changes that

need to be made to the current scheme. Nearly 95% of them would like to

recommend the Advantage card to their family and friends. This shows the card has

13

significant impact on the loyalty of consumers and how the positive word of mouth

can help maximise growth.

Yes No0

5

10

15

20

25

30

35

Customers perception

RecommendationSatisfaction

Num

ber o

f cus

tom

ers

The weekly report obtained from the Assistant Manager of Boots store is further

confirmation of the fact that the Advantage card plays a significant role in maximising

the sales. Weekly report from the week Sunday 17th to Saturday 23rd March 2013

shows that 55.1% of total sales were made using the Advantage card and £8791.56

worth of points were issued to those cards in that week. The amount of money

issued from the single store in a week is the indication of the level of reward given to

customers. The pattern observed from the data is that the customers will come back

to spend the awarded money at anytime in future. Similarly it is found that the

average value of transactions with the Advantage card was £18.86 compared with

£11.78 for those without card. The report clearly shows that people with the card

tend to buy more than those who do not have card.

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6. Conclusion, Recommendations and Limitations

Research has clearly shown the Boots Advantage card has a significant impact on

its customer. Customers with the card are buying more than the customers who do

not have card. The points offered by Boots has significantly influence its customer to

come back to the store. The value given by the card and flexibility in using it has

made the Advantage card popular among customers.

It is found through the research that the Boots Advantage card is an effective tool to

improve relationships with customers. The second major finding of this assignment is

that through the influence of loyalty cards customers recommend and advocate the

Boots brand which helps the company to grow with no extra cost. Furthermore Boots

has successfully used its card as an effective tool to gather information and

communicate with potential target customers.

6.1 Recommendations

The results from this study suggest that the Boots Advantage card should increase

the circulation of supportive coupons and vouchers. It should also seek possible

ways to implement the process where customer can pay with points as well as

money in same transactions. Additionally Boots should make it easier for people to

buy online. Furthermore if the company can combine Boots Advantage card points

with money that could bring lasting impact in the business. This research has

created more opportunity to investigate further into Boots Advantage card and

customer perception about the card. This research shows that if used effectively this

loyalty scheme brings huge benefit to the company.

6.2 Limitations

Firstly, only a limited time was allowed to carry out the survey within the store.

However, more time was needed to improve the validity by involving more people.

Secondly, if the questionnaire were more segmented according to different

demographic segments it would have given clearer picture of customers’ thoughts on

Advantage card. Considering the difference in the needs and wants of different age

groups might reveal differences in their perception. Additionally, the research was

15

only carried out in one store therefore the findings might not represent the impact of

the card on different group of customers.

Furthermore, According to its website Boots has 17.8 million active cardholders

however in this research the number of people interviewed was only 40. Therefore

the gap between the actual customer-based population and the sample of this

research might have impacted the reliability of the findings. However, the size of 30

is seen as a reasonable sample size (Saunders, Lewis and Thornhill, 2003).

Furthermore, the author has worked for Boots in the past which may have caused

the bias towards the company. This might have also affected the design of the

questionnaire as well as the interpretation of the findings.

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7. References

JOURNALS

Bennett, R. and Bove, L., 2002. Identifying the key issues for measuring loyalty.

Australasian Journal of Market Research, 9(2). pp. 27-44.

Dick, A. and Basu, K., 1994. Customer loyalty: towards an integrated framework.

Journal of the Academy of Marketing Science 22 pp. 99-113

Dowling, G.R. and M. Uncles, 1997. Do Customer Loyalty Programs Really Work?

Sloan Management Review 38. Pp.71-82

Oliver, R.L., 2001. “Whence Consumer Loyalty.” Journal of Marketing, Vol. 63,

special issue pp.33-44,

Reichheld, as cited in ABE Customer relationship management manual book,

(2011),Managing the Customer Relationship, ABE study manual. London UK.

Ruth N., Kannan P.K, Bramlett Matthew D, 2000, Implications of Loyalty Program

Membership and Service Experiences for Customer Retention and Value. Journal of

the Academy of Marketing Science, vol. 28.page 104.

Books

Creswell, J. W., 2009. Research design, Qualitative, Quantitative and mixed method

approaches 3rd edition. London: thousand oaks CA: sage

Drucker. P., 1993. Post capitalist society. New York. Harper Business.

Johnson. G., Scholes. K and Whittington. R., 2008. Exploring corporate strategy text

and cases. 8th edition. Harlow. Prentice Hall

McDonald. M and Wilson. H., 2011. Marketing plans how to prepare them, how to

use them. 7th edition. West Sussex. Wiley and sons ltd.

Potter. S., 2006. Doing post graduate research. 2nd edition. Milton Keynes. Open

University in assoc. with Sage.

17

Saunders. M, Lewis. P and Thornhill. A., 2003. Research methods for Business

Students. 3rd edition. Harlow. Pearson

Smith. M.E, Thorpe. R and Jackson. P.R., 2008. Management Research. 3rd edition.

London. Sage.

Patton, M.Q., (2002). Qualitative Research and Evaluation Methods. London.

Thousand Oaks, CA: Sage Publications.

Websites

Alliance Boots., 2013. Boots History. [Online] Alliance Boots. Available at:

http://www.bootsuk.com/About_Boots/Boots_Heritage/Boots_History.aspx

[Accessed 10 March 2013]

Alliance Boots., 2013. Boots Advantage card. [Online] Alliance Boots. Available at:

http://www.allianceboots.com/health-and-beauty/Advantage-card.aspx

[Accessed 10 March 2013]

Alliance Boots, 2013. The weekly Loyalty report. Sales report for week ending 16th

March 2013. London Boots.

Defining customer loyalty, 2013. Loyalty research centre. [Online] Available at:

http://loyaltyresearch.com/wp-content/uploads/2012/12/Defining-

Loyalty.pdf[Accessed 12 March 2013]

Dowling, G. 2002. Customer Relationship Management: in b2c markets, often less is

more. [Online] California management review. Available at:

http://faculty.msb.edu/homak/homahelpsite/webhelp/CRM_in_B2C_MArketsCMR.pd

f[Accessed 20 March 2013]

Gift & Loyalty Card Customer Support, 2013. Loyalty Card Program Description.

[Online]. Available at:

http://www.giftcardtraining.com/docs/general/Loyalty_Program_Description.pdf

[Accessed 15 March 2013]

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Hayes. B. 2013. What is Customer Loyalty? Part 2: A Customer Loyalty

Measurement Framework. [Online] www.businessoverbroadway.com. Available at:

http://businessoverbroadway.com/customer-loyalty-measurement-frame work

[Accessed 13 March 2013]

Jeon, H. and Yi. Y., 2009. Effects of loyalty programs on value perception, program

loyalty and brand loyalty. [Online] Available at:

http://www.sagepub.com/clow/study/articles/PDFs/14_Yi.pdf [Accessed 22 March

2013]

Liu, Y. 2007. The Long-Term Impact of Loyalty Programs on Consumer Purchase

Behaviour and Loyalty. [Online]. Available at:

http://www.yupingliu.com/files/papers/liu_loyalty_program_effects.pdf

[Accessed 21 March 2013]

O’Malley, L. 1998. “Can Loyalty Schemes Really Build Loyalty?” Marketing

Intelligence and Planning. [Online] MCB university press. Available at:

http://www.staff.city.ac.uk/~ra336/newtech02/omalley.pdf [Accessed 17 March 2013]

Oxford dictionary, 2013. Oxford dictionary. [Online] Available at:

http://oxforddictionaries.com/definition/english/loyalty%2Bcard [Accessed at 12

March 2013]

Quindlen T., 2013. Effectively Measuring and Leveraging Customer Loyalty. [Online]

GE corporate lending. Available at:

http://www.gelending.com/Clg/NewsRoom/PDF/EffectivelyMeasuringNPS.pdf

[Accessed 13 March 2013]

Shabi, R. 2003. The card up their sleeve. [Online] Guardian news online. Available

at: http://www.guardian.co.uk/lifeandstyle/2003/jul/19/shopping.features [Accessed

18 March 2013]

Sharp, B. and A. Sharp, 1997. Loyalty Programs and Their Impact on Repeat-

Purchase Loyalty Patterns: a replication and extension [online] available at:

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Turner J. J., Robertson G, 2006. The Boots Advantage Card: The ‘Advantage’ Of

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Appendices

A. Sample Customer Loyalty Questionnaire

Good afternoon Sir/Madam,

My name is Ganesh Adhikari. I am studying for the ABE post graduate diploma

and as part of my assignment I am trying to find out what customers think

about the Boots Advantage card.

Please answer the following questions:

1. How often do you shop at Boots?

Frequently Occasionally Never

2. Do you have Boots Advantage card? (If No, thank you very much)

Yes No

3. How often you use the Boots Advantage card?

Frequently Occasionally Never

4. How often do you use your points?

Frequently Occasionally Never

5. Are you satisfied with the current Advantage card scheme?

Yes No

6. Does any other member of your family use the Boots Advantage card?

Yes No

7. Do you use Advantage card for online purchases?

Yes No

8. Do you think it gives the value for money?

21

Yes No Maybe/Not sure

9. What is best about this card compared with similar other scheme?

Flexible Value for money Other

…………………………………………………………………………………………………..

10. Does it influence to come back again?

Yes No

11. Would you recommend the card to your family members and friends?

Yes No

Comments:

1…………………………………………………………………………………………………

2…………………………………………………………………………………………………

3…………………………………………………………………………………………………

22

C. Tables of findings

Total number of customers’ participated in the survey was: 40

Number of respondents with Advantage card was: 36

1. Data related to the uses of the card among customers.

Frequently Occasionally Never

Buying Boots

products

15 25 o

Usage of the card 24 10 2

23

Source: Weekly sales report, Boots White City store. Westfield London

B. Loyalty report

Spending of the

points

28 6 2

2. Value for money

Yes 30

No 2

Maybe/Not sure 4

3. Customers’ view

Flexible 6

Value for money 25

Other 5

3. Customers response on Impact and popularity of the card

Yes No

Influence 32 4

24

Usage in family 21 15

Online uses 12 24

4. Responds on questions related to satisfaction and recommendation

Yes No

Recommendation 28 8

Satisfaction 32 4

25