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Romppanen, Maiju, Cecilia Kellgren, and Ladan Moradi. "Customer Loyalty Research : Can customer loyalty programs really build loyalty?" Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-729.
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Background:
During the last decades the efforts to foster customer relationships have become important due to increased competition in the consumer markets. One of the most popular strategies have been to introduce customer loyalty programs which are believed to enhance the customer loyalty. The popularity of the customer loyalty programs is based on the beliefs that loyal customers are lucrative and these programs would bond the customers to the company. More recently however, the discussion whether these statements are accurate has started to blossom. Loyal customers are not necessarily as profitable as believed and it is not easy for companies to gain competitive advantage because almost all companies have similar customer clubs.
Purpose:
This thesis evaluates through a case study of a Swedish retail company whether customer loyalty programs manage to create loyalty among their members. Appropriate features of loyalty will be examined with the intention to evaluate whether there exists other factors outside the loyalty programs that are also influencing the creation of loyalty.
Method:
A qualitative study was conducted to answer the purpose of the thesis. Within the case study several semi-structured interviews were carried out with INTERSPORT and 20 telephone interviews with INTERSPORT customers. Empirical material was analyzed with a reflection to the theoretical framework and the research questions.
Conclusions:
Customer loyalty programs can enhance the creation of loyalty, but should be seen as a complement to other aspects of the business, namely, the product line, the customer service and the store concept. However, sustainable customer loyalty is difficult to obtain because many customers today are loyal to several companies instead of one.
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Ow, Caryn. "A qualitative analysis of the loyalty building attributes of customer loyalty programs on gaining loyalty to brands." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2001. https://ro.ecu.edu.au/theses/1059.
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A paradigm shift from mass marketing to the concentrated focus on one-to-one marketing has led to a barrage of tactical strategies to instill long-tern consumer loyalty among organisations' most valued customers. At the forefronts of these strategies are customer loyalty programs. Since the inception of the first loyalty program, AAdvantage in 1981, the marketplace has seen a proliferation of these programs across a widening range of industries. Not surprisingly, this has led to significant interest in customer loyalty programs among academics and practitioners. Despite the skepticism of academics relating to the effects of loyalty programs, many organisations have allocated a large amount of the or marketing budgets to developing, implementing and maintaining customer loyalty programs in the hope of generating long-term loyalty in customers. To date, current evaluations of customer loyalty programs have assessed the effects of these programs by focussing on behavioural measures (such as repeat purchases) and on economic outcomes (such as market share, penetration and share of wallet.) While these traditional measures have contributed to the understanding of consumer loyalty and evaluations of a program’s success, it has been recognised by researchers that the measures are inadequate to determine and explain the loyalty-building attributes of loyalty programs. Moreover, studies from the viewpoint of consumers remain lacking. In an attempt to bridge the gap, this qualitative study explores the attributes of customer loyalty programs that result in consumer loyalty to brands from the perspective of the consumer. The fundamental significance of this study is the integration of the behavioural and the attitudinal theoretical approaches used to investigate these attributes. In addition to this integrative approach, the study incorporates theories from relationship marketing. The components of loyalty and attributes of loyalty programs that were investigated were drawn from an extensive review of the brand loyalty, relationship marketing and customer loyalty program literatures. These components and attributes were deemed to be the most significant in establishing long-term consumer loyalty. The data for this qualitative study were derived from twenty-four semi-structured focused interviews with consumers who qualified as members of customer loyalty programs. The tentative conclusions drawn from this research are that from consumer’s points of view: (i) the act of loyalty is exhibited by the continual repeat purchase of the same product from the same store, (ii) the key to a successful customer loyalty program is the implementation of a program that is flexible to its members, (iii) the key to a defensive orientated loyalty program is a good incentive structure and an effective communication program, and (iv) the development and sustenance of a relationship between a consumer and an organisation is vital to the brand loyalty process. The results of this exploratory study provide a deeper understanding of the customer loyalty program phenomenon and the identification of program attributes that result in long-term consumer loyalty from the perspective of consumers. This research highlights that further investigation is required into the loyalty-building attributes of customer loyalty programs, and this will be central to the development of loyalty programs that satisfy consumers and effectively establish long-term loyalty to brands.
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Sharp, Byron Malcolm. "Evaluating the impact of a loyalty program on brand loyalty : can loyalty programs produce deviations from established 'Dirichlet' patterns of repeat-purchase? /." Title page, contents and abstract only, 1999. http://web4.library.adelaide.edu.au/theses/09PH/09phs5308.pdf.
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Selivanova, Olga. "Building Loyalty in Consumer Markets." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18103.
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In the first chapter this thesis summarizes all different viewpoints of marketers and other experts in business concerning customer loyalty definition. The second chapter discusses a role customer loyalty plays in business of companies. By selecting appropriate definition of customer loyalty, the purpose of this thesis would be to describe all benefits associated with customer loyalty and suggest solution for their expression in economic terms. These topics are discussed in Chapter 3 and 4. In addition in Chapter 5 and Chapter 6 management of customer loyalty and its determinants will be introduced. By selecting those determinants, which are hidden behind customer motivations to purchase company's products or services, and by managing them, company is able to build customer loyalty and enjoy all associated benefits in a form of increased profitability of its business. Finally in the last chapter loyalty programs and their management are discussed, because they are often used as tools to encourage customer loyalty. All these findings are demonstrated in a case study of Palac Flora, a shopping mall in Prague, which introduced its loyalty program a couple of years ago. The final part of this thesis is devoted to conclusion and bibliography.
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Wachtlová, Dominika. "Optimization of Triola Plc. Loyalty Programme." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205717.
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The aim of this thesis is to suggest optimizations for Triola Plc. loyalty program based on theoretical understanding of loyalty and its role in success of a company, as well as numer-ous practical analyses. The thesis is divided into two main parts. The first part overviews the theoretical knowledge about consumer loyalty and how loyalty program can be an ef-fective tool in building said loyalty. The second part is formed of variety of practical anal-yses, including analysis of Triola sales data, data mining analysis using MML-TGI data ana-lyser, consumer survey and lastly benchmarking analysis. The last chapter is a synthesis of the theoretical and practical parts and suggest recommendations for Triola loyalty program based on the insights gathered throughout the whole thesis.
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Gualberto, Renato Heneine. "An analysis of the impact of the Priority Club Rewards programme on the Crowne Plaza Auckland Hotel's revenue development performance a thesis is submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of International Hospitality Management (MIHM), 2007 /." Click here to access this resource online, 2007. http://aut.researchgateway.ac.nz/handle/10292/103.
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Anderson, Louise. "Make a customer, not a sale : A study on customer's perception of loyalty programs." Thesis, Stockholms universitet, Marknadsföring, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-98854.
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The Swedish food retail industry is one with fierce competition, small product differentiation and increasingly disloyal customers. Consequently in order to create and retain loyal customers many of the stores offer some kind of loyalty schemes. The effectiveness of loyalty programs have been questioned, but it is proposed that in order for a loyalty program to be successful it must offer benefits that are perceived as valuable by customers. Thus the purpose of this qualitative study is to investigate how customers value loyalty programs and how this might affect them in a context where many companies reward their loyal customers. Customer perception of loyalty programs are considered to be grounded in multiple factors such as the design of the loyalty program as well as the competition in the industry. The empirical data was collected through semi-structured interviews with twelve respondents that shopped in a suburban area of Stockholm. The process of the study was influenced by the Grounded theory of method and as coding was used as the method of analysis, three themes related to how customers perceive reward components of loyalty program emerged: Offset of what I give and what I gain, Plan to have control of one’s finances and My perception of value is grounded in me.The findings of the study propose that a customer’s perception of reward components are influenced by what they are offered and by the overall design of the loyalty program. The most significant factor is however the customer self and where she is in life. This is displayed as different customers stated to have different reasons to join a loyalty program, mentioned different reward components as the most valuable one, highlighted different disadvantages as well as perceived the same reward components very differently.
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Ha, Sejin. "How customer loyalty programs can influence relational marketing outcomes using customer-retailer identification to build relationships /." Columbus, Ohio : Ohio State University, 2007. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1190142786.
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Swiegelaar, Carlo. "The influence of memebers' perceptions of the smart shopper loyalty programme on their loyality to the Pick 'n Pay store in George." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1020817.
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In times of economic recession, retailers tend to focus particularly on creating consumer loyalty. Consumers with limited resources search for the best possible alternatives to save money. The latter makes it very difficult for retailers to keep consumers loyal. Marketers claim that successful loyalty programmes can assist retailers in creating consumer loyalty. Based on their structural similarities, Pick 'n Pay adapted the Smart Shopper loyalty programme from Tesco in the United Kingdom in May 2011. This study examined the influence of members' perceptions of the Smart Shopper loyalty programme on their loyalty to the Pick 'n Pay Family Store in George. It also investigated the relationship between consumers' sociodemographic characteristics and their loyalty to the store and to the Smart Shopper loyalty programme. The empirical data were collected by means of questionnaires distributed to Smart Shopper loyalty programme members who patronise the Pick 'n Pay Family Store in George. Three hundred and fifty usable questionnaires were received. Members' perceptions of the Smart Shopper loyalty programme had an significant relationship with their loyalty towards the store. Their perceptions were influenced by the Recognition, Convenience, Savings and exploration and Entertainment they experienced with the Smart Shopper loyalty programme. True and latently loyal consumers regarded Convenience as the most important Smart Shopper benefit, followed by Entertainment, Savings and exploration and Recognition. The distance members resided from the store and their ethnicity were two demographic characteristics that had a significant influence on their loyalty towards the store. However, it has to be pointed out the 58 percent of the respondents were coloured and could have skewed the results. The distance members resided from the store also influenced their loyalty to the Smart Shopper loyalty programme.
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Jeon, Sang Mi. "The influence of perceived loyalty program value on satisfaction, switching costs, and attitudinal and behavioral loyalty an empirical investigation of a casino loyalty /." Diss., Connect to online resource - MSU authorized users, 2008.
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Thesis (Ph.D.)--Michigan State University. Community, Agriculture, Recreation, and Resource Studies, 2008.Title from PDF t.p. (viewed on July 7, 2009) Includes bibliographical references (p. 137-145). Also issued in print.
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Lukáčová, Jana. "Analýza vernostného programu spoločnosti IKEA." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72239.
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Based on the theoretical background concerning customer loyalty and loyalty programs, the master's thesis analyzes and assesses the loyalty program of IKEA. The program is compared to the loyalty programs of competitors on the Czech market. Based on the primary research using a questionnaire, the master's thesis studies the extent of participation of customers in the loyalty program, the way the program is perceived and for whom it is the most attractive. Improvements are proposed based on the findings.
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Genre-Grandpierre, Loriane. "Customers’ expectations and loyalty to their loyalty programs : How customers are reacting according to their socio-demographic factors." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44576.
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Background: Nowadays with the very competitive business environment, it is essential for companies to gain loyal customers. Loyalty programs are one of the tools at the disposition of companies to attract and retain their customers. The relationship between customer loyalty and some socio-demographics factors have been a subject of researches but the specific relationship between socio-demographics factors and customer loyalty programs has not been studied yet. This study is going to try to fulfil this gap. Purpose: To study the influence of socio-demographic factors on customers’ expectations of their loyalty programs and on their loyalty. Research questions: 1. Which socio-demographic factors are influencing customers’ expectations of their loyalty programs? 2. Which socio-demographic factors are influencing program loyalty and company loyalty? Methodology: Quantitative research. Conclusion: It is possible to say that all socio-demographic factors studied have an influence on at least one of the expectations of customers concerning their loyalty programs and on their loyalty too. Those factors are then really important for a company to look at when they start a loyalty program or when they try to improve it.
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Simms, Peter D. "Exploring the criteria used by managers to measure the effectiveness of customer loyalty programs." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2000. https://ro.ecu.edu.au/theses/1356.
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Since the 1970s there has been a paradigm shift away from mass marketing towards the establishment and maintenance of individual relationships known as relationship marketing. Customer loyalty programs can be seen as the tactical strategies that have resulted from this change in focus, as they attempt to retain existing customers by developing a long-term, mutually satisfying relationship. The first of these such strategies was introduced in 1981, and they are still a relatively new and unexplored phenomenon. The limited research on these strategies conducted thus far has shown the many purported advantages to be doubtful at best, yet their number and scope continue to increase exponentially (Bejou, 1997). As a result of this apparent contradiction between the published research and what is being observed in practice, this study used exploratory, qualitative methods to investigate the objectives of management when implementing loyalty programs as well as the criteria they used to assess the effectiveness of these programs. The sample for this study comprised six managers of several large organisations within Australia. Individual depth-interviews probed managers' motivations for implementing customer loyalty programs and their perceptions of the performance of these programs to date. The results of this study suggest that the objectives behind the implementation of customer loyalty programs may have evolved over time to a more bottom-line orientation. Furthermore, the informants contend that exclusive loyalty is virtually impossible to achieve with a loyalty program, or any other method. Nonetheless, this research suggests that those loyalty programs offering rewards that aim to improve the value proposition of the core product, may be more successful in terms of differentiation and loyalty. Finally the results suggest that despite the fact that many organisations are forced to offer a loyalty program to maintain their competitive position, if well constructed and well managed there appears to be benefits to the company in terms of marketing flexibility and alternative revenue streams. Due to the nature of the research design, the objective of this research was not to provide statistical indicators about the performance of sample members' loyalty programs. It is hoped that the findings drawn from the data can enhance the understanding of the customer loyalty program phenomenon, from a qualitative perspective, and thus guide future research into areas in which the current literature is deficient. For example, this study highlighted the confusion that surrounds the definition of a customer loyalty program and the implications this has had for the appraisals of these programs. Further research into this, and other important areas of inquiry raised in this study, may enable academics and practitioners to better explain the continued growth of loyalty programs, and fully understand the real benefits and costs associated with them.
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Eckhart, Emma, and Wastesson Linnéa Thomé. "Kundlojalitet inom lojalitetsprogram." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18090.
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Bakgrund Som en följd av ett hårdare marknadsklimat har allt fler företag antagit en mer kundorienterad inriktning med kundrelationer i fokus (Xie & Chen 2013). Lojala kunder är en värdefull tillgång för företag, och allt fler forskare framhåller vikten av att behålla och vårda de befintliga kunderna (Bahaedin 2012). Ett verktyg för att erhålla och behålla lojala kunder är lojalitetsprogram (Lui & Yang 2009) men inom forskningen råder det delade meningar kring lojalitetsprogrammens effekt och huruvida man erhåller lojala kunder. Motsättningarna kring programmens effekter tyder på att mer forskning krävs för att få en djupare förståelse för kundlojalitet i relation till lojalitetsprogram.Syfte Studiens syfte är att beskriva hur lojalitetsprogram och dess förmåner kan påverka medlemmars lojalitet samt påvisa hur fördelningen av förmåner ser ut hos lojalitetsprogram inom detalj- och dagligvaruhandeln på den svenska marknaden.MetodI studien har en kvalitativ ansats tillämpats i form av fokusgrupp, individuella intervjuer och en innehållsanalys. Fokusgruppen och de enskilda intervjuerna tillämpades för att erhålla en djupare förståelse för medlemmars erfarenhet av och attityder gentemot lojalitetsprogram. Innehållsanalysen tillämpades för att kartlägga ett urval av lojalitetsprograms fördelning av förmåner inom detalj- samt dagligvaruhandeln på den svenska marknaden.Resultat Studiens resultat bekräftar tidigare forskning kring att dagens konsumenter snarare är polygamt lojala. Det är svårt att erhålla sann kundlojalitet genom lojalitetsprogram men studien har visat att de monetära förmånerna kan bidra till beteendemässig lojalitet. Resultatet i denna studie visar även att funktionalitet och pris många gånger har en mer avgörande påverkan i konsumenters val av butik än vilket lojalitetsprogram de är medlem i. Lojalitetsprogrammen som har studerats i denna studie har en jämn fördelning av monetära och icke-monetära förmåner men att det främst är de monetära förmånerna som medlemmar attraheras av är något som syns tydligt i denna studie. De rekommendationer vi kan ge till företag utifrån studiens resultat är att fokusera mer på de icke-monetära förmånerna, hur kunderna behandlas snarare än vilka ekonomiska förmåner de erhåller skulle kunna framkalla mer hållbara lojalitetseffekter.
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Ahlström, Sofia, and Niklas Wangsell. "The impact of club card on store loyalty : An empirical study of a Swedish grocery retailer." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16241.
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The aim of this study is to investigate whether club card loyalty have an impact on customers store loyalty. A secondary purpose is to distinguish which attributes of a loyalty card that ICA’s customers prefer, with the focus on the variables; direct- versus indirect rewards, monetary- versus nonmonetary rewards, necessary- versus luxury rewards and immediate- versus delayed rewards.
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Habberton, Colin Vincer. "Loyalty : the translation of information into value?" Thesis, Stellenbosch : University of Stellenbosch, 2005. http://hdl.handle.net/10019.1/15496.
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Thesis (MPhil (Information Science))--University of Stellenbosch, 2005.ENGLISH ABSTRACT: Loyalty programmes have become very popular over the last 10 years and many businesses have chosen to implement such programmes to support their marketing strategies. Fundamental to the functioning and success of such loyalty programmes is the ability to gather, process, analyse and apply information regarding a business' customers. Such information is generated through customers' interactions with the programme and the business to which it is linked, as well as the various services and their providers that make up the programme. The aim of this research project is to investigate the question of whether an information-oriented strategy, based on the principles and paradigm of loyalty manifest in the global phenomenon of loyalty programmes, can deliver value to a business adopting them. In the process of the investigation, the primacy of information as the source of value for any business in the new economy will be discussed. This will be transposed onto the argument that the customer is the source of revenue generation and drives the flow of value in a business system. The results of these two streams of argument will show how the synergy between customers and their information, through the lens of loyalty economics, can be translated into business value with the achievement of core business objectives, i.e. sustainable revenue, growth, profit and competitive advantage. Evidence of these contentions will be provided by presenting and analysing local and international loyalty programmes as case studies manifesting this approach. In conclusion, the various findings of the research will be synthesised in the context of existing, sound business, customer, and information and knowledge management theory to derive an information oriented model of loyalty. This model is intended to be a strategic framework which a business can apply to provide insight into their decision making and assist in the achievement of their objectives. In further research beyond the limits of this paper, the model is intended to be tested. In application, the validated model's purpose will be to introduce to businesses and their leadership the paradigm of loyalty as a strategic tool. Furthermore, the model could be used as a foundation to assist in the creation, evaluation and development of loyalty programmes and their business implications in practice.
AFRIKAANSE OPSOMMING: In die afgelope 10 jaar het lojaliteitsprogramme baie populer geword en baie besighede het verkies om sulke programme te implementeer om sodoende hulle bemarkingsstrategie te ondersteun. Die grondslag vir die funksionering en sukses van sulke lojaliteitsprogramme is die vermoe om informasie oor klante te versamel, te verwerk, te ontleed en toe te pas. Sulke informasie word gegenereer deur die klante se interaksie met die programme en die besigheid waaraan die program verbind is, asook die verskeie dienste en diensverskaffers waaruit die programme bestaan. Die doel van hierdie navorsingsprojek is om ondersoek in te stel na die vraag of 'n informasie georienteerde benadering, gegrond op die basis van lojaliteit, gemanifesteer in die wereldwye verskynsel van lojaliteitsprogramme, waarde kan toevoeg vir besighede wat hulle aanneem. Die belang van informasie as die bron van waarde vir enige besigheid in die nuwe ekonomie sal as deel van die ondersoek bespreek word. Dit sal saamgevat word in die argument dat die klant die bron is van inkomstegenerasie en dat die klant die vloei van waarde in 'n besigheidsisteem dryf. Die resultate van hierdie twee argumentlyne sal aantoon hoe die sinergie tussen die klante en hulle informasie, deur die lens van lojaliteitsekonomie, bydra to besigheidswaarde deur die bereiking van kern besigheidsdoelwitte, bv. volhoubare inkomste, groei, wins en mededingende voordeel. Bewyse van hierdie stellings sal verskaf word deur plaaslike en internasionale lojaliteits programme te beskryf en ontleed as gevallestudies wat hierdie benadering weerspieel. Ten slotte sal die verskillende bevindings van die navorsing saamgevat word in die konteks van bestaande, goeie besigheids-, klante- en informasie en kennisbestuur ten einde 'n informasie georienteerde lojaliteitsmodel te skep. Hierdie model se doel is om 'n strategiese raamwerk te skep wat 'n besigheid kan toepas om insig te gee in strategiese besluite en om doelwitte te bereik. In verdere ondersoek buite die bestek van hierdie werkstuk sal die model getoets word. In toepassing is die gevalideerde model se doel om besighede en hulle leiers bekend te stel aan die paradigma van lojaliteit as 'n strategiese hulpmiddel. Verder kan die model gebruik word as grondslag vir die skepping, evaluering en uitbreiding van lojaliteitsprogramme en hulle besigheidsimplikasies in die praktyk.
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Sethapan, Wathanee. "The study of customer share marketing." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2701.
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This project will describe the nature of customer share marketing, its advantages and disadvantages. The project discusses how the marketing theme is graduating customers from market share marketing to customer share marketing and the use of customer share marketing to retain and grow existing customers.
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Brophy, Keith. "Assessing the Efficacy of Guest Loyalty Programs in the Hotel Industry: A Case Study of Kimpton Hotels." ScholarWorks@UNO, 2006. http://scholarworks.uno.edu/td/317.
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Since 2004, several small hotel chains have introduced guest loyalty programs in order to give their guests "big chain perks" while keeping a boutique identity. Recent studies have raised concerns that loyalty programs do not create brand loyalty. By looking at Kimpton Hotel's recently introduced program, Kimpton InTouch, this study examines the potential for operationalizing guest loyalty programs in a small boutique hotel chain setting. The study utilizes guest information gathered through customer surveys and reviews guest visits and spending patterns to see if there is any indication that loyal behavior exists amongst members of the Kimpton InTouch. This study demonstrates that frequent stay programs serve as a valuable asset in a hotel's ability to nurture a relationship with its membership and increase the overall awareness of its brand in the marketplace.
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Hyytiäinen, Josephine, and Anna Braatz. "Kundlojalitet : En studie om hur långsiktiga kundrelationer skapas på en tjänstemarknad." Thesis, Södertörn University College, School of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-3588.
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Purpose: The study aims to, from a companys point of view, describe how strategic work with customer loyalty is done.
Conclusion: Another possible way to try to create loyalty is to exceed the expectations whether the customer is a member of the loyalty program or not. A strong brand with a good reputation can also contribute to a stronger loyalty. Reward systems gradually reward the customers since they first need to collect points, or in this case miles, to be able to use them later on. The staff is often educated in service to be able to interact with the customer in a professional manner. One way to interact with the members of the loyalty program is through profiles on the internet. To work with loyalty programs is a way for companies to get loyal customers.
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Mendes, Vanessa Célia Leal. "Proposta de metodologia para a elaboração de um programa de fidelização de clientes." Master's thesis, Instituto Superior de Economia e Gestão, 2013. http://hdl.handle.net/10400.5/6071.
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Mestrado Marketing“Programa de fidelização de clientes” é um tópico bastante comum atualmente. Parece quase obrigatório que todas as empresas desenvolvam um programa deste tipo, para que consigam reter os seus clientes através da oferta de recompensas aliciantes. Isto poderá potencializar um aumento nas vendas e nos lucros das empresas. Porém, os programas de fidelização não estão isentos de críticas e dúvidas. A lealdade a 100% não existe e, não é por fazerem parte de um programa de fidelização que os clientes vão começar a comprar mais e com maior frequência nas empresas – é necessário haver sensação de satisfação, bem como sentimento de valorização. No entanto, existem ainda muitas empresas que não aderiram aos programas de fidelização de clientes, ou que apesar de os terem desenvolvido e implementado, não o fizeram de forma eficiente e eficaz. Isto pode colocá-las em desvantagem perante a concorrência, podendo mesmo levar à deserção de clientes. Tendo isto em vista, o presente Trabalho Final de Mestrado procura responder à questão: “Como elaborar um programa de fidelização de clientes?”, sendo o principal objetivo elaborar uma proposta de metodologia para a elaboração de um programa de fidelização. Para a realização desta investigação recorreu-se ao método do estudo de caso múltiplo, com uma abordagem qualitativa de recolha de dados. Estes estudos de caso ocorreram em duas empresas internacionais do setor do retalho de produtos de cosmética e perfumaria, que atuam no mercado português. Este trabalho contribuiu com a proposta de etapas para a elaboração de um programa de fidelização, auxiliando assim as empresas que desejam implementar um programa desta índole ou que desejam aprimorar os seus programas existentes.
“Customer loyalty program” is nowadays a fairly common topic. It seems almost mandatory that all companies develop such a program in order to retain their customers by offering attractive rewards that motivate customers to repeat their purchases until they reach these rewards. This may enhance an increase in sales and profits of the companies. However, loyalty programs are not free of criticism and doubt. There’s no such thing as 100% loyalty, and the fact that customers participate in loyalty programs doesn’t mean more frequent purchases - there must be a sense of satisfaction and a sense of appreciation by customers. However, there are still many companies that do not adhere to customer loyalty programs or that, although they have developed one, they did not develop and implemented it efficiently and effectively. This can put them at a disadvantage in the competition and may even lead to customer defection. Keeping this in mind, this Master’s Degree Final Assignment seeks to answer the question: "How to design a customer loyalty program?", through the development of a proposed methodology for the elaboration of a loyalty program. To carry out this investigation it was used the multiple case study method, with a qualitative approach to data collection. These case studies occurred in two international companies from the retail sector of cosmetics and perfumery, operating in the Portuguese market. This work has contributes with proposed steps for the development of a loyalty program, thus helping companies who want to implement a program of this nature, or who wish to improve their existing programs.
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Tubulekas, Alexis. "The effects of personalized email communication within loyalty programs for businesses without possibilities for e-commerce." Thesis, KTH, Skolan för datavetenskap och kommunikation (CSC), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210038.
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Communicating data-driven and personalized marketing content is today common among large B2C businesses with loyalty programs. Email has become the standard digital channel for this type of communication as it offers high cost-efficiency among digital channels and great possibilities for creating appealing content customized to the customer. This thesis aims to identify what effects personalized communication through email can lead to within loyalty programs and whether businesses should invest in personalized email communication. The methodology consisted of two quantitative case studies in the form of data analysis on eleven personalized newsletters and one activation email for a business in the fuel and convenience industry. A series of qualitative interviews with individuals that work in the field of personalized communication was also conducted. The results show that the loyalty members to a large extent accept the communication and are exposed to the personalized content. The emails in the form of monthly newsletters did not show any consistent positive effects on increased sales, store visits or in upsell. The activation email, which was part of the activation phase in the customer lifecycle, showed greater promise as it increased number of visits and led to a positive overall upsell. Additional effects in the form of switching costs and brand awareness were also identified, as long as the content reaches the customers personalization is deemed relevant. Otherwise it risks alienating them as customers today expects digital marketing to be personalized. In summary, the effects of personalized email justifies investing in it, but one should be aware of what effects to expect.Kommunikation av data driven och individanpassad marknadsföring är idag vanligt bland stora kundbaserade företag med lojalitetsprogram. E-post har blivit standard som digital kanal för sådan typ av kommunikation främst för att den erbjuder hög kostnadseffektivitet och goda möjligheter att skapa attraktivt innehåll anpassat efter kund. Den här uppsatsen har som syfte att identifiera vilka effekter individanpassad kommunikation genom e-post kan leda till inom lojalitetsprogram, samt om företag bör investera i individanpassad e-post kommunikation. Metoden bestod av två kvantitativa fallstudier i form av analys av elva individanpassade nyhetsbrev och ett aktiveringsbrev av ett företag verksam inom bränsle och närbutik. En serie kvalitativa intervjuer hölls också med individer verksamma inom individanpassad kommunikation. Resultaten visar att lojalitetsmedlemmarna i hög grad accepterar kommunikationen och nås av innehållet. De individanpassade nyhetsbreven visade inga tydliga positiva effekter inom försäljning, butiksbesök eller merförsäljning. Aktiveringsmailet, som var en del av aktiveringsfasen i kundlivscykeln visade på mer lovande resultat genom att leda till fler butiksbesök och ledde till en positiv merförsäljning. Ytterligare effekter inom byteskostnad och varumärkesmedvetenhet identifierades även, såvida innehållet når kunderna och uppfattas som relevant. Om inte riskerar innehållet att stöta bort kunderna eftersom det idag förväntas att digital marknadsföring är individanpassad. Sammanfattningsvis så rättfärdigar de identifierade effekterna investering i individanpassad kommunikation, men man bör vara medveten om vilka effekterna är.
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Brink, Sophia. "Belasbaarheid van klientelojaliteitsprogramtransaksies in Suid-Afrika." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/20342.
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Thesis (MAcc)--Stellenbosch University, 2012.ENGLISH ABSTRACT: Client loyalty programmes are a common phenomenon in the South African market. Despite the fact that client loyalty programmes have been prevalent in South Africa since the 1980‟s, the South African Revenue Service has issued no guidance on the treatment of client loyalty programme transactions in the hands of the consumer. Benefits received in the form of goods, services or discounts from a client loyalty programme are not subject to normal South African income tax based on the current practice in South Africa. The main objective of this study was to determine whether or not the current practice applied in South Africa is correct. In order to obtain a better understanding of the functioning of client loyalty programmes a selection of the most popular client loyalty programmes in South Africa was made and the terms and conditions of these respective client loyalty programmes were analysed. Taking into account the way client loyalty programmes function, the taxability of client loyalty programme transactions were reviewed and analysed with reference to relevant tax law sections and case law. In order to investigate a client loyalty programme transaction as a whole, the tax treatment of the supplier that grants points or miles was included in the scope of the study. The tax treatment of the supplier could potentially shed more light on the tax treatment of the consumer who earn points or miles. The consumer and the supplier have possible income tax (which includes capital gains tax) and VAT implications, consequently both the income tax treatment and the VAT treatment for the consumer and the supplier were considered. In addition, the tax treatment of client loyalty program transactions in South Africa was compared with a country (Australia) whith similar tax laws to South Africa and income tax principles or practices were identified which might be useful within a South African context. It was found that client loyalty programme transactions satisfy the general gross income definition and that the value of the transaction must be included in the consumer's gross income. Only when employees earn points or miles in their own name by virtue of goods or services purchased by their employer, a possible employees‟ tax obligation arises. It was found that within an employee/employer relationship, the requirements of paragraph (c) and paragraph (i) of the "gross income" definition are not met due to the fact that there are no causal connection or direct relationship between the benefit received and the services rendered and also because the client loyalty programme supplier is not an associated institution of the employer. Australian case law confirms the above conclusions in a South African context. The VAT implications of a client loyalty programme transaction occur for the consumer when the consumer exchange points or miles for benefits at a programme partner and not when the points or miles are earned. Capital gains tax implications will only be applicable if a consumer disposes of a capital asset obtained in terms of a client loyalty programme transaction. It was found that the current practice in South Africa of not taxing benefits received from a client loyalty programme is incorrect. To implement the taxability of client loyalty programme transactions in South Africa it is recommended that SARS should formulate guidelines regarding the tax treatment of client loyalty programme transactions. The study includes recommendations to facilitate the implementation of the taxability of client loyalty programme transactions.
AFRIKAANSE OPSOMMING: Kliëntelojaliteitsprogramme is ʼn algemene verskynsel in die Suid-Afrikaanse mark. Ten spyte van die feit dat kliëntelojaliteitsprogramme reeds sedert die 1980's in Suid-Afrika voorkom, het die Suid-Afrikaanse Inkomstediens nog geen leiding oor die hantering van ʼn kliëntelojaliteitsprogramtransaksie in die hande van die verbruiker uitgereik nie. Die huidige praktyk in Suid-Afrika is dat voordele wat in die vorm van goedere, dienste of afslag vanaf ʼn kliëntelojaliteitsprogram ontvang word nie aan normale Suid-Afrikaanse inkomstebelasting onderhewig is nie. Die hoofdoelwit van die studie was om te bepaal of hierdie huidige praktyk wat in Suid-Afrika toegepas word korrek is, al dan nie. Ten einde ʼn beter begrip van die werking van kliëntelojaliteitsprogramme te verkry is ʼn seleksie van die gewildste kliëntelojaliteitsprogramme in Suid-Afrika gemaak en hierdie onderskeie kliëntelojaliteitsprogramme se bepalings en voorwaardes is ontleed. Met in agneming van die werking van kliëntelojaliteitsprogramme is die belasbaarheid van kliëntelojaliteitsprogramtransaksies ontleed en geanaliseer deur na relevante belastingwetsartikels asook regspraak te verwys. Ten einde die kliëntelojaliteitsprogramtransaksie in sy geheel te beskou is die belastinghantering van die verskaffer wat punte of myle toeken by die omvang van die studie ingesluit om moontlik meer lig te werp op die belastinghantering van die verbruiker wat punte of myle verdien. Die verbruiker en die verskaffer het moontlike inkomstebelasting- (wat kapitaalwinsbelastingimplikasies insluit) en belasting op toegevoede waarde implikasies, gevolglik is beide die inkomstebelasting- sowel as die BTW-hantering deur die verbruiker en die verskaffer oorweeg. Die belastinghantering van kliëntelojaliteitsprogramtransaksies in Suid-Afrika is verder vergelyk met ʼn land (Australië) wat soortgelyke inkomstebelastingwetgewing as Suid-Afrika het en inkomstebelasting beginsels of praktyke is geïdentifiseer wat binne ʼn Suid-Afrikaanse konteks van nut kan wees. Dit het aan die lig gekom dat ʼn kliëntelojaliteitsprogramtransaksie aan die algemene bruto inkomste definisie voldoen en dat die waarde van die transaksie by die verbruiker se bruto inkomste ingesluit moet word. Slegs wanneer werknemers punte of myle in hulle eie naam verdien op grond van goedere of dienste wat deur hul werkgewers aangekoop is, ontstaan ʼn moontlike werknemersbelastingverpligting. Daar is bevind dat wanneer ʼn werknemer/werkgewer verhouding voorkom daar onderskeidelik nie aan die vereistes van paragraaf (c) en paragraaf (i) van die “bruto inkomste” definisie voldoen word nie, aangesien daar nie ʼn kousale verband of direkte verhouding tussen die voordeel ontvang en die dienste gelewer bestaan nie en ook omrede die kliëntelojaliteitsprogram verskaffer nie ʼn verwante inrigting uitmaak nie. Australiese regspraak bevestig die bogenoemde gevolgtrekkings binne ʼn Suid-Afrikaanse konteks. Die BTW-implikasie vir die verbruiker ingevolge ʼn kliëntelojaliteitsprogramtransaksie ontstaan wanneer die verbruiker punte of myle by ʼn programvennoot vir voordele inruil en nie wanneer die punte of myle verdien word nie. Daar sal alleenlik kapitaalwinsbelastingimplikasies wees indien ʼn verbruiker oor ʼn kapitale bate beskik wat ingevolge ʼn kliëntelojaliteitsprogramtransaksie verkry is. Daar is bevind dat die huidige praktyk in Suid-Afrika, naamlik dat voordele wat vanaf ʼn kliëntelojaliteitsprogram ontvang word nie belasbaar is nie, foutief is. Ten einde die belasbaarheid van kliëntelojaliteitsprogramtransaksies in Suid-Afrika te implementeer word daar aanbeveel dat die SAID riglyne moet formuleer rakende die belastinghantering van kliëntelojaliteitsprogramtransaksies. Die studie bevat ook aanbevelings om die implementering van die belasbaarheid van kliëntelojaliteitsprogramtransaksies te vergemaklik.
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Ferreira, António Filipe Andrade Caldeira. "Programas de fidelidade em hotelaria: o caso Porto Bay." Master's thesis, Instituto Superior de Economia e Gestão, 2010. http://hdl.handle.net/10400.5/2439.
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Mestrado em MarketingAs estratégias de relacionamento constituem um dos principais factores de diferenciação utilizados actualmente pelas cadeias hoteleiras e que têm por objectivo atingir a fidelização dos clientes, sendo que o CRM (Customer Relationship Management), através da utilização dos programas de fidelidade é uma das formas de atingir essa meta, daí que o estudo pretende investigar formas de aumentar o valor do relacionamento entre o Grupo Porto Bay e os seus clientes, respondendo assim a esta questão de investigação. A metodologia adoptada foi de natureza qualitativa e possuiu um carácter exploratório e descritivo, sendo conduzida por um estudo de caso numa empresa do sector hoteleiro (Grupo Porto Bay). Foram realizadas entrevistas abertas em profundidade, observações directas e recolha de dados secundários. O material proveniente do caso foi analisado por meio de técnicas de análise de conteúdo e triangulação. Da análise teórica e da confrontação com a realidade estudada, constatou-se que na indústria hoteleira a introdução de programas de fidelidade permite aumentar valor para os clientes e para a própria cadeia. Uma das formas de aumentar valor para os clientes consiste na utilização de uma componente funcional e emocional, nomeadamente através de parcerias estabelecidas com entidades externas às cadeias hoteleiras, evidenciando a utilidade de pertença ao programa e aumentando o desejo de associação. Para as cadeias, o acesso a informações sobre os clientes e as suas necessidades vai permitir uma melhor segmentação e comunicação. Como resultado desta investigação concluiu-se que os programas de fidelidade devem de ter associado um serviço e/ou produto principal com elevado nível qualidade e que devem proporcionar situações do tipo "ganha x ganha". Um outro aspecto consiste no facto de os programas deverem ser adaptados às realidades onde os hotéis estão localizados e aos seus clientes, não devendo ser um programa estandardizado. Além disto, os programas devem ser sustentáveis para o hotel que os implementa, ou seja, devem permitir obter um retorno do relacionamento, embora seja difícil de medir.
The relationship strategies constitute one of the main factors of differentiation used currently by hotels and have as the main objective the customer satisfaction and the CRM (Customer Relationship Management) through the use of customer loyalty programmes is one of the ways of achieving this target, so this study aims to investigate the various forms of increasing the values of relationship between the Grupo Porto Bay and its clients, answering the question of this investigation. The methodology used was of a qualitative nature and posses' an explorative character and descriptive, having been driven by a case study on an organisation in the hospitality industry (Grupo Porto Bay). Open extensive interviews were made, direct observations and a collection of secondary data. The data collected from the case was analyzed through the use of techniques of data analysis and the process of triangulation. From the theoretical analysis and with the confrontation of the reality studied, it can be stipulated that in the hospitality industry the introduction of loyalty programs can increase the value for the clients but also for the chain. One of the ways to increase the value for the clients consists in the usage of one functional and emotional component, namely through established partnerships with external entities to the hotel chain, evidencing the utility to the programme and increasing the desire of association. For the chains, the access to information about the clients will permit a better segmentation and communication. As a result of this investigation it can be concluded that loyalty programmes should be associated to a service and/or a principal product of high quality and should proposition situations of the type "win x win". Another aspect is the fact that the programmes should be adapted to the realities where the hotels are located and its clients, not being a standardised programme. Apart from that, the programmes should be sustainable for the hotel, who implements them, or be it, should allow a return on the relationship, be it difficult to measure.
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Forsberg, Matilda, and Olivia Larsson. "Strävan efter kundlojalitet : Utformning av lojalitetsprogram och avgiftsbaserade medlemskap i textilbranschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14775.
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Utmaningarna med att befinna sig i en ständigt föränderlig bransch som mode- och textilindustrin har visat sig vara stora. Konkurrensen företag emellan ökar och kunder har därmed blivit allt mindre lojala till enskilda varumärken. För att bibehålla företagets konkurrensfördelar har strategier utvecklats för upprätthålla kundens lojalitet gentemot varumärket, bland annat i form av lojalitetsprogram. Tidigare forskning visar emellertid på inkonsekventa bevis kring hur effektiva dessa program faktiskt är och huruvida de leder till ökad kundlojalitet. Problemet har sin grund i att det finns en utbredd kunskapsbrist bland företag gällande hur man utformar ett väl fungerande lojalitetsprogram. Syftet med uppsatsen är att undersöka hur detaljhandelsföretag som säljer textila produkter på den svenska marknaden kan utforma sina lojalitetsprogram för att främja kundlojalitet. Fokus ligger på medelstora till stora företag och hur de arbetar med öppna respektive stängda lojalitetsprogram samt hur de kan använda sig utav monetära och icke-monetära förmåner inom programmet. Vidare avser uppsatsen att få en inblick i de möjligheter och begränsningar dessa företag ser med avgiftsbaserade lojalitetsprogram. För att besvara frågeställningarna tillämpas en kombination av kvalitativ och kvantitativ forskning i form av en innehållsanalys och semistrukturerade intervjuer. Resultatet visar att en öppen struktur kan vara lätt att implementera vid uppstarten av ett lojalitetsprogram. Men för att främja kundlojalitet och långsiktigt bygga relationer skulle ett stängt lojalitetsprogram kunna uppfattas som ett bättre alternativ. När det kommer till förmåner är icke-monetära förmåner bättre i avseendet att skapa en närmare relation till kunden och monetära förmåner positivt i den bemärkelsen att de resulterar i ett köp. En balans mellan dessa skulle därmed kunna resultera i en sann lojalitet gentemot varumärket. Företag ser flertalet möjligheter och begränsningar med att implementera en medlemsavgift. Till exempel tror de att avgifter skulle generera färre medlemmar. Men samtidigt finns det en tro bland företagen om att dessa medlemmar skulle bli mer lojala om de betalat för sitt medlemskap.The challenges of operating within a constantly changing sector as the fashion and textile industry have proven to be extensive. Competitiveness between companies are increasing and customers have thus become less loyal to individual brands. In order to maintain the company’s competitive advantage strategies have been developed to keep customers loyal to the specific brand, often in the form of loyalty programs. However, previous research shows inconsistent evidence about the effectiveness of these programs and whether they actually lead to increased customer loyalty. The problem is based on the fact that there is a widespread lack of knowledge among companies regarding how to design a well-functioning loyalty program. Therefore, the purpose of this study is to investigate how retailers selling textile products on the Swedish market can design their loyalty programs to increase customer loyalty. Focus will be on medium to large companies and how they can work with open and closed loyalty programs as well as how they can make use of monetary and non- monetary rewards within the program. Furthermore, the study wishes to gain insight into the opportunities and limitations these companies recognize with fee-based loyalty programs. In order to answer the research questions, a combination of qualitative and quantitative research has been conducted in terms of a content analysis and semi structured interviews. The study implies that an open structure can be easy to implement when launching a loyalty program. But in order to increase customer loyalty and build long-term relationships, a closed loyalty program could be perceived as a better option. When it comes to rewards, nonmonetary rewards are better in the sense of creating a closer relationship with the customer whilst monetary rewards often results in a completed purchase. A balance between these types of rewards could thus lead to true loyalty towards a brand. The companies acknowledge both possibilities and limitations in terms of implementing a membership fee. For example, they believe that incorporating fees would generate fewer members within the loyalty program. But at the same time there is a belief amongst the companies that the customers would become more loyal if they pay for their membership.
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Gomes, Daniela Cabral. "Word of mouth, referral marketing e a lealdade dos clientes no contexto B2B." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14886.
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Mestrado em Ciências EmpresariaisNum contexto empresarial cada mais competitivo torna-se cada vez mais importante que uma empresa se consiga destacar e a retenção de clientes torna-se fundamental. Os métodos tradicionais já não têm o mesmo efeito e o Word of Mouth surge como um dos métodos mais bem-sucedido na aquisição de clientes, principalmente em contexto B2B onde as decisões tomadas têm um maior impacto. É nesse contexto que se insere o presente estudo onde se questiona a possibilidade de poder associar positivamente os clientes adquiridos via programas de referrals ao seu estado de lealdade/ retenção a uma empresa em contexto B2B, através da análise do Caso da Empresa W. Apesar de o Programa não estar tão estruturado, como sugerem os autores, os resultados mostraram uma correlação positiva entre os Programas de Referrals, com o uso gerido do Word of Mouth., e a retenção/Lealdade dos clientes.
In an increasingly competitive business environment, it becomes increasingly important for a company to excel and customer retention becomes critical. Traditional methods no longer have the same effect and Word of Mouth emerges as one of the most successful methods of customer acquisition, especially in the B2B context where the decisions made have a greater impact. It is in this context that the present study is inserted where one questions the possibility of being able to positively associate the customers acquired through referral programs to their loyalty / retention status to a company, in a B2B context, through the analysis of the Case of Company W. Although the Program is not as structured as the authors suggest, the results showed a positive correlation between the Referral Programs, the managed use of Word of Mouth, and customer retention / loyalty.
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Kapetanakis, Anna, and Johan Eriksson. "Lojalitet genom bonusprogram, en framgångsrik strategi? : En studie av servicenäringen." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-16886.
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Syfte: Syftet med denna studie är att undersöka vilka värden som på längre sikt har avgörande betydelse för att engagera en kund med avseende på lojalitetsprogram. Metod: I studien användes en kvantitativ metod där en enkät med stängda svarsalternativ skickades ut till ca 30 000 respondenter. Till enkäten användes ordinal- och nominalskala för att möjliggöra Spearman’s rho korrelationsanalys med hjälp av statistiska mjukvaran IBM SPSS. Analyserna användes sedan för acceptera eller förkasta de hypoteser som deducerats från teorin. Resultat: Resultatet visade att trots en pågående negativ trend för lojalitetsprogram så skapar de engagemang och är betydande för kunden. Det värde som visade sig ha signifikant betydelse för engagemanget var kundens mervärde. Kundens mervärde leder till upprepade köp och har en direkt påverkan på kundens lojalitet och kundens uppfattning av programmet som påverkar engagemanget. Resultatet av studien kan därför ses som en pågående interaktionsprocess där företagets aktiviteter påverkar kundens engagemang både i och utanför lojalitetsprogrammet. Ett ökat mervärde i interaktionsprocessen till följd av företagets aktiviteter och kundens värdering av varumärket, ökar kundens engagemang, vilket möjliggör att lojalitet kan skapas genom program på längre sikt. Förslag till fortsatta studier: Syftet med studien är att öka förståelsen för de värden som engagerar kunden med avseende på lojalitetsprogram. Författarnas ambition är att vidare forskning ska ta avstamp i studiens resultat och den modell som utvecklats. Förhoppningen är att studien ska ligga till grund för empirisk tillämpning inom servicenäringen samt utgöra underlag vid strategiska beslut och marknadsundersökningar.
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Hu, Hsin-Hui. "Personality types and consumer preferences for multiple currency usages a study of the restaurant industry /." Connect to resource, 2005. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1123254977.
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Thesis (Ph. D.)--Ohio State University, 2005.Title from first page of PDF file. Document formatted into pages; contains xii, 178 p.; also includes graphics (some col.). Includes bibliographical references (p. 115-128). Available online via OhioLINK's ETD Center
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Smedley, Lisa. "Customer Perceived Value of Credit Card Rewards : A study on Canadian Consumers." Thesis, Högskolan i Gävle, Akademin för utbildning och ekonomi, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-13865.
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Abstract Title: Customer Perceived Value of Credit Card Rewards - A study on Canadian Consumers Level: Final assignment for Bachelor’s Degree in Business Administration Author: Lisa Smedley Supervisor: Jonas Kågström Date: 2013 - January Aim: The aim of this study is to investigate what influences Customer Perceived Value; where Canadian consumers’ preferences lie in terms of rewards in the Canadian credit card industry. Method: After researching previous studies and determining what constructs have been utilized prior on similar research topics, I implement a quantitative, and to some extend iterative, research approach. Through survey research, I investigate Canadian consumer preferences through a survey sample of 124 Canadian consumers in Calgary, Alberta, Canada. Result & Conclusions: One finding in the study indicates that utilitarian benefits, which provide financial gain for the card holder, are perceived by respondents as the most valuable reward. Another finding is that inexperienced credit card holders see significantly greater value in symbolic benefits than experienced card holders do. The present study does not support the theory that customer involvement influences the customer’s perception of rewards. 2 Suggestions for future research: More extensive research is needed on the subject of whether Canadian consumers’ perceived value of rewards is influenced by their level of involvement in their credit card. Also, studies involving additional factors that could possibly determine a consumer’s perception of rewards, such as income and ethnicity should be investigated for a more well-rounded understanding of customer preferences. Contribution of the thesis: The present study contributes with new findings that can be of substantial significance for Canadian financial institutions as it provides insight into what credit card rewards Canadian consumers perceive as being valuable to them. Key words: Rewards programs, credit cards, customer loyalty, perceived customer value, timing of reward, type of reward, dimension of benefit, utilitarian, hedonic, symbolic
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Davis, William John Gronow. "Investigating customer loyalty programmes : evolving to true customer loyalty." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/85164.
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Customer loyalty programmes are widely regarded by companies as an effective means of achieving a strategic advantage over competitors and as a highly-effective platform to build lasting relationships with their most-valued customers. However, in today’s fast-paced world and loyalty-mature marketplace, customer loyalty programmes are showing signs of limited sustainability. Companies are starting to realise the importance of focusing on deeper, more meaningful, relevant and mutually-beneficial relationships with their customers in an attempt to sustain brand loyalty. The process of developing true customer loyalty involves companies adding extraordinary human level customer treatment.
The purpose of this study is to explore whether customer loyalty programmes are developing true customer loyalty amongst customers. This research study explicitly investigates the views, attitudes, beliefs and perceptions of consumers partaking in customer loyalty programmes. At the outset of the study a literature review was conducted to explore and discuss literature pertaining to the key concepts of this study, namely customer loyalty programmes and true customer loyalty. This research study initially made use of a qualitative research method in the form of a focus group. The findings from the focus group contributed to the design of the questionnaire for the survey. A survey formed the quantitative component of the research. The survey questionnaire was distributed by means of a mall intercept to shoppers in a predetermined shopping mall. The ordinal data was analysed using descriptive and inferential statistical methods.
The analysis indicated a marked disconnect between customer loyalty programmes and true customer loyalty. Customer loyalty programmes are generally regarded by customers as discount drivers rather than loyalty drivers. Customers indicated superior service, quality, trust and aligned values as key drivers in developing true customer loyalty. The majority of respondents stated that their selected customer loyalty programme was not developing true customer loyalty. The study provides a clear indication that customer loyalty programmes are not shifting attitudes that lead to ongoing behavioural change such as motivating multiple purchases.
A key recommendation resulting from this study is for companies to develop customer-centric loyalty programmes that sincerely consider the needs of the customer, rather than merely attempting to drive sales through discount initiatives masked as customer loyalty programmes.
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Franco, Marianna Nacouzi de Mello. "Nova regulamentação sobre arranjos de pagamento: análise da diferenciação de preços na utilização de cartões." reponame:Repositório Institucional do FGV, 2018. http://hdl.handle.net/10438/21969.
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Submitted by Marianna Nacouzi Nacouzi de Mello Franco (ma.nacouzi@gmail.com) on 2018-04-05T22:56:26Z
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Sabe-se que os emissores de cartões arcam com altos custos de manutenção das plataformas, o que demanda uma infraestrutura cada vez mais potente, com uso intensivo de tecnologia para redução de custos operacionais e busca por inovações que diferenciem os participantes nesse mercado. Em consequência disso, eles acabam sendo repassados aos lojistas, que se veem obrigados a aceitar o cartão de crédito como meio de pagamento para garantir o seu faturamento (market share) e acompanhar os concorrentes. Com o intuito de mitigar a assimetria de informações e reduzir os custos de transação com o cartão de crédito, o Banco Central do Brasil, por meio do novo arranjo de pagamentos, promoveu a diferenciação de preços de bens e serviços oferecidos ao público em função do prazo ou do instrumento de pagamento utilizado pelo consumidor, convertida na Lei n. 13.455/2017, em junho do ano passado. Essa nova regra poderá trazer os seguintes benefícios aos agentes envolvidos: (1) o consumidor poderá pagar menos à vista, aumentando seu poder decisório em relação ao meio de pagamento que utilizará, colocando em xeque o seu real afeto e lealdade pela marca ou produto; (2) estímulo à competição entre os instituidores de pagamento (emissores e credenciadores), reduzindo os custos envolvidos com o cartão de crédito para lojistas e consumidores; e (3) regularização de uma ação já existente no comércio, formalizando algo que era velado e permitindo que o lojista exerça um protagonismo maior na dinâmica de precificação desse mercado. O presente trabalho propôs-se a explorar esses fatores por meio da aplicação de uma survey a uma amostra de varejistas. O estudo identificou que, para a maioria deles, a lei já é conhecida e adotada, sendo que a média de desconto concedida reflete o mesmo percentual cobrado pelos credenciadores para as transações com cartão de crédito. Nesse sentido, o principal motivador apontado pelos lojistas é acompanhar a concorrência por meio de preços competitivos, garantindo o incremento das vendas. Fatores como engajamento e tipo de produto foram mencionados com uma relevância menor pelos entrevistados, o que pode futuramente reforçar a necessidade de uma abordagem de relacionamento mais estratégica pelos emissores diante de seus associados, garantindo que o cartão de crédito continue sendo uma importante fonte de faturamento ao negócio e que seus benefícios sejam conhecidos para que a sua função de fidelização seja eficaz.
It is well known that credit cards issuers face huge costs to maintain their platforms, which demand a powerful infra-structure based on the use of intensive technology to achieve lower operational costs and also implement innovations that will differentiate the players in this market. Therefore, the retailers absorb these costs, once they are obliged to accept credit cards as a payment method in their stores to guarantee their profitability (market share) as well as to be competitive to their rivals pricing strategies. In order to mitigate the information asymmetry and reduce credit cards costs transactions, the Brazilian Central Bank by promoting the new payments arrangement, enabled the surcharge rule related to the payment instrument, established in the law 13.455/2017. This new rule will bring the following advantages to the agents involved: (1) the customer will be offered a discount to pay with another format, enhancing its power decision on whether the good will be bought on credit/debit card or money, revealing his real loyalty and affection to the brand or product, (2) this will also stimulate competition among payments institutions(issuers and acquires), reducing the discount taxes for the retailers and for the customers as well and, finally, (3) regulate a practice already existed in the offline market, enabling the retailer to play a relevant role in this issue by practicing price differentiation. This present work proposed to explore these factors by applying a survey with some retail businesses. The study identified that for the majority of them the law is known and the discounts are already offered to customers, on average the same percentage of the tax deducted from the credit card transactions. In this way, the major motives pointed out to apply the new rule officially, were to keep track of the competitors, that are already giving lowers prices to avoid losing clients and maintain profitability. Variables such as engagement and product type although mentioned, weren´t considered so relevant for the sellers, which can bring in the future the urge of a more strategic relationship between the credit card issuers and their associates, assuring that the product will continue to be a great source of revenues to the business and its benefits be known, so that its loyalty function continues to be efficient.
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Follin, Sara, and Viktoria Fransson. "The impact of gender and age on customer loyalty : A quantitative study of Swedish customers’ experiences of a loyalty program." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28596.
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Title The impact of gender and age on customer loyalty – a quantitative study of Swedish customers’ experiences of a loyalty program Authors Sara Follin & Viktoria Fransson Background Building customer relationships could be done by using loyalty programs; programs which involves activities for enhancing customer loyalty (Ou, Shih, Chen & Wang, 2011). To use loyalty programs as relationship marketing tactics has become popular and it is frequently used in the grocery retailing industry (Noble & Phillips, 2004). Customer loyalty differences might be influenced by customers’ gender and age (Kuruvilla, Joshi & Shah, 2009; Patterson, 2007). It is expected that females tend to be more loyal than males, and that older customers tend to be more loyal than younger generations (Patterson, 2007; Ndubisi, 2007). Purpose The purpose of this study is to describe the impact of gender and age on customer loyalty in the grocery retailing industry. Theory & Concepts Relationship marketing, Loyalty program, Customer loyalty, Gender differences in customer loyalty, Age differences in customer loyalty Methodology This is a descriptive study with a quantitative and deductive research approach. The research strategy was survey, and data was collected from 216 respondents through a questionnaire. Data was collected around the loyalty program Willys+, which formed the sample of this study. Conclusion Customers’ gender could be one variable influencing and impacting customer loyalty, however age is not. Gender impacting customer loyalty, could be explained by potential differences in how females and males choose to shop in store as well as by the fact that the majority of the members in the loyalty program were females. Loyalty among customers belonging to different age group did not have any significant differences.
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Jonathan, Gideon Mekonnen, and Anna Kapetanakis. "How can loyalty programmes improve brand loyalty?" Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19934.
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Title: How can loyalty programmes improve brand loyalty? Level: Final assignment for Master Degree in Business Administration Author: Anna Kapetanakis, and Gideon Mekonnen Jonathan Supervisor: Sarah Philipson (Assistant Professor) Date: June, 2015 Aim: To investigate how customers loyalty can be improved through loyalty programmes. Method: Mixed approach, both qualitative and quantitative data, is chosen for this study. The qualitative data using telephone interviews with customers and the firm was carried out at the beginning of the study to formulate the survey. Online survey with closed questions, based on responses from the qualitative interviews and the theoretical framework, was designed and sent to 3500 potential respondents. The contact list from IvyWear’s CRM database was used to distribute the survey. 309 respondents (9%) completed the survey, which was available online for 7 days. The quantitative data was analysed using descriptive statistics and cluster analysis. Result & Conclusions: The empirical data and analysis has shown that IvyWear customers can be categorised as “true loyals”, “latent loyals”, “spurious loyals”, and “not loyals”. It was also found that “bonuses and points” are the most preferred reward among customers that can be used to improve loyalty toward IvyWear. Suggestions for future research: The findings may not reflect brand loyalty and effects of loyalty programmes on loyalty beyond the clothing retail industry. Comprehensive study covering other industries and targeting respondents outside membership registers would provide deeper understanding of brand loyalty among customers. Contribution of the thesis: The study adds to the debate on loyalty programmes and how members of these programmes can be managed in the way that they can not only choose the brand, but also attract new customers through positive word of mouth. The results are particularly important for managers and marketers in the retail industry, who are under pressure to show the benefits of loyalty programmes. The results will be invaluable in the design of loyalty programmes to impact on the long-term profitability of firms.
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Bógyiová, Csilla. "Uplatnění věrnostních programů ve strategii společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2021. http://www.nusl.cz/ntk/nusl-442981.
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The diploma thesis deals with the analysis of a selected company Notino, s.r.o. which is a retail company selling perfumes and cosmetics in Europe. The analytical part analyzes in detail the company, its competitors and loyalty programs of competitors. Based on the theoretical and analytical part, a loyalty program is developed for the company with a comparison of costs and benefits of the program for the company. Also, the risks associated with the introduction of a loyalty program and suggestions on how to reduce their impact are summarized.
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Bergman, Louise, and Dina Hatab. "Lojalitet och kundnöjdhet : En fallstudie om hur hotellreceptionister arbetar med lojalitetsprogram." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-51927.
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Ruzeviciute, Ruta, and Bernadette Kamleitner. "Attracting new customers to loyalty programs: The effectiveness of monetary versus non-monetary loyalty programs." John Wiley & Sons, Ltd, 2017. http://dx.doi.org/10.1002/cb.1663.
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What type of reward attracts customers to loyalty programs? Given the increasing importance of loyalty programs, this question matters. Six sequential studies investigated whether monetary rewards universally attract people more than nonmonetary rewards. Results suggest that monetary rewards elicit a very robust attractiveness premium both on the level of individual rewards as well as on the level of entire reward programs. Across different industries, the more monetary loyalty program was consistently perceived as more attractive, and it was more likely to inspire intentions to join the program. Even in light of variations in consumption goals (hedonic vs. utilitarian), the effect persisted. The effect is not only consistent; it is also nonnegligible with medium effect sizes emerging in most settings. We discuss ensuing variations in effect sizes and conclude that monetarism holds a pervasive temptation for consumers that managers cannot ignore.
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Kolod, Steffen. "Customer reward programmes and customer loyalty in a German agribusiness." Thesis, Heriot-Watt University, 2015. http://hdl.handle.net/10399/3239.
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This research addressed the benefits of the introduction of a customer reward programme in the German agribusiness industry. It analysed whether such a reward programme improves a company’s competitive advantage. Customer loyalty, revenues, profit contribution and acquisition of customer information were identified as relevant parameters to contribute to the research objective. The samples were taken from customers of a world leading company in the agribusiness industry with about 28.000 employees. Interviews were conducted to gather information on above mentioned parameters. 2.500 customers and leading marketing people of the sample company delivered relevant information during these interviews. On top of that databases and official government statistics were used. Regarding customer loyalty a net promoter score was calculated for members and non-members of the customer reward programme of the sample company. A Likert scale was used to calculate a net promoter score to make a judgement on customer loyalty. Using a Likert scale for this kind of analysis presents a novelty to the research community. For the other parameters (revenue and profitability) a significance test was performed for members and non-members as well. For profitability considerations market shares had to be analysed. The analysis of market shares was done for the sample company but also for main competitors with a significant association between membership in a customer rewards programme and size of the market share. The customer information parameter was analysed using qualitative interviews with leading marketing people of the sample company and official databases. As a result significant associations between membership in the programme and the individual parameters were identified. This led to the conclusion that the introduction of a customer reward programme is worthwhile in the German agribusiness industry and it was concluded that there is most likely a general pattern behind these findings. Based on the research results a company is advised to introduce a customer reward programme especially if competitors have already done so.
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Lipovská, Petra. "Zavádění věrnostního programu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162440.
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The master's thesis deals with the creation of the new concept of a loyalty programme for a particular company, which would be a strong competitive advantage focusing on the selection of benefits through customer survey. To fulfil this topic the thesis first outlines the theoretical knowledge on which the concept should be based and what are the methods and possibilities in the area of loyalty programmes. Furthermore, there is detailed analysis of the market situation and its players with an emphasis on points of difference. The main part of the thesis firstly sets objectives, the target group and principle of the loyalty programme. In the main part the benefits with the highest value for customers are chosen through a customer survey using a three-level selection method. The analysis also outlines the differences between travel classes, gender and age of respondents. In conclusion, there is also the economic rationalization and recommendations for the company.
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Fourie, Sonja. "Customer perceived benefits and loyalty programme effectiveness in the financial services industry." Thesis, University of Pretoria, 2018. http://hdl.handle.net/2263/67303.
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The effectiveness of loyalty programmes continues to be questioned, especially as their cost to firms increase together with their adoption rate across industries worldwide. Given the divergent industry specific findings predominantly focusing on the retail and airline industries, and the lack of previous consideration of important moderating variables type and timing of rewards, this study extended the research to service industries, investigating the effects of customer perceived benefits on loyalty programme effectiveness in terms of both attitudinal and behavioural loyalty.
Hypotheses established the extent to which reward design elements (customer perceived benefits and type and timing of rewards) develop customer relationships (perceived relationship investment and brand relationship quality) which are market-based assets driving future revenue for the firm, and resulted in customer loyalty in the financial services industry. A quantitative methodology and survey approach was adopted with a randomly selected stratified sample of respondents. The results supported the validity and reliability of the construct measures and a satisfactory adjusted SEM model fit.
The study provided industry-specific outcomes, indicating that social (integration with customer values), exploratory (exposure and access to relevant and timeous knowledge), monetary (financial value) and entertainment benefits drive customer loyalty in the financial services industry, with timing of rewards having no moderating impact and type of reward only impactful for consumers that prefer indirect (non-financial) exploratory and entertainment benefits. Importantly, the benefit of recognition was found not to have a significant influence. The study further supported divergent reward design elements as antecedents of customer loyalty across industries, as a result of the divergent nature of customer relationships between industries. Limitations of the research were consideration of customer characteristics, segments, and the relationship between attitudinal and behavioural loyalty.
The study’s theoretical contribution provides for a more comprehensive conceptual model of loyalty programme effectiveness, leveraging customer relationships which are grounded in market-based asset theory, as well as an empirical analysis of previously untested relationships between important variables. The research also confirms the requirement for industry-specific design elements for effective loyalty programmes. For practitioners, the findings provide guidance on design elements of an effective programme within the financial services industry.Thesis (PhD)--University of Pretoria, 2018.
Gordon Institute of Business Science (GIBS)
PhD
Unrestricted
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Hilgeman, Debra. "Understanding the relationships between loyalty program rewards and loyalty among premium customers." Thesis, TUI University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3578572.
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Loyalty programs (LPs) have become a mainstay marketing tool for many industries worldwide, with memberships often numbering in the millions. Program rewards are offered as incentives to build member loyalty, and theoretically these rewards have a perceived benefit value that generate feelings and attitudes such as satisfaction, trust, commitment and gratitude that can be antecedents of loyalty.
The question of whether loyalty programs actually generate loyalty, however, is still being debated by researchers due to conflicting data (Hallberg, 2004; Meyer-Waarden, 2006; Uncles, et al., 2003). Research indicates that focusing on premium customers may be the key to a successful loyalty program (Long & Schiffman, 2000; Yi & Jeon, 2003), but there is a lack of LP research that focuses on this top tier of customers.
This research tested hypotheses derived from existing theories to examine the relationships between program rewards and loyalty for premium customers. This included testing hypotheses about the key antecedents of loyalty—satisfaction, trust, commitment and gratitude—to determine their role in driving the performance outcome.
The gaming industry was used for a sample of 1,097 premium customers in a loyalty program. The online survey had a 43% response rate. There were seven Likert-type scales with alphas ranging from .84-.93.
Rewards were categorized as being prestige, tiered or core. The loyalty construct was operationalized as being attitudinal or behavioral.
Multiple regression was used for hypotheses testing. Key findings were that premium customers value all three of the reward categories highly. The only statistically significant difference was that prestige rewards generate higher attitudinal and behavioral loyalty than core rewards. No significant differences were observed from the control variables of age and gender.
Findings from this study indicate that companies with loyalty programs cannot afford to risk losing customer loyalty by eliminating any type of reward. However, there is also evidence that soft-cost prestige rewards could effectively replace some hard-cost tangible rewards without reducing overall program value.
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Forgas, Coll Santiago. "Antecedentes de la lealtad en los entornos on line y off line: un análisis empírico aplicado al sector de la aviación civil." Doctoral thesis, Universitat de Girona, 2009. http://hdl.handle.net/10803/7960.
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El objetivo de esta investigación es analizar la lealtad de los usuarios de líneas aéreas tanto en el entorno online como en el entorno offline. La revisión bibliográfica ha identificado tres antecedentes: la satisfacción, la confianza y el valor percibido. Se ha llevado a cabo un estudio empírico realizándose un total de 1710 entrevistas personales en el aeropuerto del Prat (Barcelona) a usuarios de dos compañías aéreas tradicionales, Iberia y British Airways, y a una compañía low cost, Easyjet. Se trata de las tres compañías que operan con vuelos directos Barcelona-Londres. En el análisis de los datos se han utilizado modelos de ecuaciones estructurales y en particular la técnica utilizada fue el análisis factorial confirmatorio. Los resultados revelan que tanto la satisfacción, como la confianza y el valor percibido explican las relaciones de lealtad entre los pasajeros y las compañías aéreas.The aim of this study is to analyze the loyalty of airline users in the online environment as well as in the offline environment. The bibliographical review has identified three antecedents: satisfaction, trust and perceived value. An empirical study was carried out, consisting of a total of 1710 personal interviews in the airport of El Prat (Barcelona) with users of two traditional airline companies, Iberia and British Airways, and of one low-cost company, Easyjet. These three companies operate direct flights Barcelona-London. In the analysis of the data structural equations models were used, and in particular the technique used was confirmatory factor analysis. The results reveal that satisfaction, trust and perceived value all explain the relationships of loyalty between passengers and the airline companies.
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Faßbender, Annika. "Customers’ Perceptions and Preferences of Loyalty Programs within the Clothing Industry." Thesis, Mittuniversitetet, Avdelningen för ekonomivetenskap och juridik, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:miun:diva-34174.
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Kašová, Lenka. "Analýza spokojenosti zákazníků společnosti Deloitte Belgium a návrhy opatření na zvýšení její úrovně." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-222915.
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Diplomová práce se zabývá problematikou analýzy spokojenosti zákazníků společnosti Deloitte Belgie. Srovnává teoretické poznatky s praktickými dovednostmi získanými během stáže ve společnosti Deloitte. Metoda osobního dotazování byla použita za účelem získání cenné zpětné vazby od klientů a k provedení analýzy spokojenosti zákazníků. Na základě vyhodnocení bylo identifikováno několik oblastí vyžadujících zdokonalení a navržena opatření vedoucí ke zlepšení zjišťování spokojenosti zákazníků a zvýšení stávající úrovně spokojenosti zákazníků.
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Ayoubi, Latifa. "L'influence de la fidélité à la marque et de la fidélité au programme relationnel sur l'attitude des clients (cas des banques)." Thesis, Nice, 2016. http://www.theses.fr/2016NICE0009/document.
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L’objet de cette recherche est d’améliorer la compréhension de la construction de la fidélité en fonction de son objet : à la marque et au programme relationnel, en étudiant leurs antécédents et leurs effets sur l’attitude. Les recherches sur l’efficacité des programmes de fidélité soulèvent la question de savoir si ces programmes améliorent la fidélité à la marque ou la fidélité au programme (Bolton et al., 2000 ; Meyer-Waarden, 2007 et 2012 et Bijmolt et al., 2010). L’étude de l’influence relative des deux facettes de la fidélité sur l’attitude se fait à partir de la préférence, de l’intention et de la résistance des clients. La méthodologie retenue commence par une étude de cas dans la phase exploratoire (entretiens avec les experts), se poursuit ensuite par une étude qualitative auprès des clients adhérents à ces programmes. L’interaction entre la littérature et l’étude exploratoire a permis d’enrichir le modèle conceptuel intégral par des variables explicatives. Finalement, elle repose sur une étude quantitative réalisée auprès d’un échantillon de clients adhérents au programme de fidélité bancaire (153 en phase exploratoire et 284 en phase confirmatoire) via un access panel. La validation du modèle par équations structurelles (SEM) met en évidence le rôle important de la fidélité à la marque dans le maintien de la relation client. Le poids de l’influence de la fidélité à la marque sur le bouche à oreille est supérieur à celui de la fidélité au programme relationnel. De plus, elle a des effets positifs sur la part du portefeuille client ainsi que sur l’intention à la fidélité, à l’inverse de la fidélité au programme qui n’a pas d’effet sur ces deux variablesThe purpose of this research is to improve understanding of building loyalty based on its object: the brand and loyalty program, by studying their antecedents and their effects on attitude. Research on the effectiveness of loyalty programs suggest the question if these programs improve loyalty to the brand or loyalty to the loyalty program (Bolton et al., 2000; Meyer-Waarden, 2007 and 2012 and Bijmolt et al. 2010). The study of the relative influence of the two types of loyalty to the attitude is done from the preference, intention and resistance. The methodology starts with a case study in the exploratory phase (interviews with experts), then continues with a qualitative study of members of these programs. The interaction between literature and the exploratory study has enriched the conceptual model with explanatory variables. Finally, it is based on a quantitative study with a sample of members to loyalty banking program (153 in the exploratory phase and 284 in confirmatory phase) via an access panel. The validation of the structural equation model (SEM) highlights the important role of brand loyalty in maintaining customer relations. The impact of brand loyalty on word-of-mouth is higher than that of the loyalty to loyalty program. Moreover, it has positive effects on the customer share-of-wallet as the loyalty intention, in contrast to loyalty to the loyalty program that has no effect on these two variables
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Doláková, Eva. "Podnikatelský záměr CA Invia." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221990.
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This Master's thesis deals with entrepreneurial prospectus of Invia.cz, Ltd company. The aim of the thesis is to propose a motion of the customer loyalty programme for the clients of the travel agency. The objective of my thesis is to create a simple and attractive loyalty programme, which will contribute to the creation of long-term relationship between the company and its clients as well as to gaining and obtaining customers in the competitive environment.
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Hrubešová, Kateřina. "Věrnostní program jako nástroj podpory prodeje na trzích B2B." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114380.
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This thesis focuses on the need for and the benefits of customer loyalty programs within the framework of the B2B sector. Furthermore, the thesis highlights the need to work with existing customers to enable a more profitable and prosperous business relationship for both parties. The thesis begins with both positives and negatives of implementing a loyalty program and the associated obstacles and costs. Moreover, the thesis documents the benefits of increased cooperation with existing customers/clients to enable better revenue streams/returns for minimal investment and time as opposed to sourcing new clients/revenues streams which in turn demands greater investment and time for potentially lesser returns. This is clearly documented and substantiated within the thesis via use of the Tork loyalty program along with suggested alternatives and amendments to improve effectiveness, efficiency and profitability of client relationships.
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Čuchranová, Mária. "Analýza vernostného programu reštaurácii Ambiente." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-150257.
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The thesis is focused on the area of loyalty programme. Its aim is to analyse the loyalty programme of Ambiente restaurants called The Programme for Friends of Good Food and to compare it with the old method of rewarding customers that the company used to have before they launched the programme. The theoretical part of this thesis describes the position of loyalty programme in marketing and explains the basic terms as marketing and commercial communication, marketing mix, communication mix, sales promotion and its different forms. In connection with the loyalty programme, the terms as customer loyalty, satisfaction and value are explained. It is also described the customer relationship management and the ways how the loyalty programme can be measured. In practical part, there is an introduction of the Ambiente restaurants group and its previous method of rewarding customers and description of the new loyalty programme.
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Loku, Kaluge Nayuri Nishmika <1990>. "Impact of customer retain and engagement factors of loyalty card program on customer satisfaction in supermarket industry." Master's Degree Thesis, Università Ca' Foscari Venezia, 2020. http://hdl.handle.net/10579/17226.
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ABSTRACT
The super market industry in Sri Lanka is highly competitive and a drastic improvement has been observed in the last decade as consumers lifestyle is changing with greater degree of influence by Western lifestyles. Due to heavy completion in the super market industry, super markets are pushed into a situation to focus more towards customer acquisition and retaining programs in order to increase their market share. However, leading super market chains suggest that despite acquisition programs making impact, customers who have been already acquired by the organizations are switching to competitors. Hence, in order to obtain competitive advantage over competitors, super market chains ought to focus towards executing effective customer retaining program like loyalty program that would have a positive impact on the business performance of the organization. However presently, super market chains have implemented loyalty programs that don’t yield expected benefits due to drawbacks in the loyalty programs which prevent customers from participating to the loyalty programs due to customer dissatisfaction on loyalty program. The research is essentially aimed at identifying factors that have impact on customer satisfaction on customer loyalty program to participate in super market industry. Anticipated Benefits, Privacy concerns, Variety seeking, Customer involvement and commitment are four key factors identified through literature survey that have impact on customer participation to loyalty program. The results of the study discuss the impact of customer retain and engagement factors of loyalty card program on customer satisfaction and the significant impact of those factors on the customer satisfaction.
Keywords: Anticipated Benefits, Commitment, Customer Involvement, Privacy concerns, Variety seeking
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Apelkvist, Niklas, and Brin Ismail. "”Billigast är inte alltid bäst, vi kommer aldrig att vara billigast men strävar efter att vara bäst” : En studie om kundlojalitet." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22397.
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I Sverige har banksektorn en avgörande inverkan i vårt vardagliga liv, då vi alla i stort sett är kopplade till en bank. Detta har bidragit till att banker har utsätts för ökad konkurrens, vilket sätter stor press på bankerna att sticka ut från övriga konkurrenter och erbjuda tjänster som gör kunden nöjd samt lojal mot sin bank. Idag har bankerna lagt ner stora resurser för att uppfylla en god kundnöjdhet och kundlojalitet. Kundlojalitet är resultatet av flera faktorer som bl.a. kundnöjdhet, förtroende och lojalitetsprogram som också presenteras i uppsatsen. Uppsatsen ska ge läsaren en överblick av hur banker i Borås arbetar för att skapa en god kundlojalitet. Uppsatsen har begränsats till tre banker i Borås, Skandinaviska Enskilda Banken (SEB), Swedbank och Nordea. Syftet är att skapa en djupare förståelse för hur bankerna arbetar för att hålla en god kundlojalitet. Genom en kvalitativ metod har det undersökts hur bankerna arbetar med kundlojalitet och dess viktiga faktorer nöjdhet, förtroende och verktyget lojalitetsprogram. Uppsatsen genomfördes med hjälp av intervjufrågor som grundar sig på tidigare forskning inom kundlojalitet, kundnöjdhet, förtroende och lojalitetsprogram. Respondenter från SEB, Swedbank och Nordea fick svara på frågor angående dessa fyra faktorer och hur de arbetarmed att skapa en god kundlojalitet utifrån deras perspektiv. Vårt resultat visar att de tre bankerna Skandinaviska Enskilda Banken (SEB), Swedbank och Nordea i Borås känner till vikten av att ha en god kundlojalitet för att inte förlora sina kunder.In Sweden, the banking sector has a determining impact on our everyday life, since we are allgenerally connected to a bank. This has contributed to the fact that banks have been exposedto increased competition, which puts pressure on banks to stand out from other competitorsand offer services that make the customer satisfied and loyal to their bank. Today, the bankshave brought a lot of resources to meet good customer satisfaction and customer loyalty.Customer loyalty is the result of several factors such as: customer satisfaction, trust andloyalty programs who is also presented in the essay.The essay will give the reader an overview of how banks in Borås works to create goodcustomer loyalty. The essay was limited to three banks in Borås, the Scandinavian IndividualBank (SEB), Swedbank and Nordea. The purpose of the essay is to create a deeperunderstanding of how banks work to maintain good customer loyalty.Through a qualitative method, this essay has investigated how banks works with customerloyalty and its key factors satisfaction, trust and the tool loyalty program.The essay consisted of questions based on previous research in customer loyalty, customersatisfaction, trust and loyalty programs. Representatives from the Scandinavian IndividualBank (SEB), Swedbank and Nordea answered questions regarding these four factors and howthey work to create good customer loyalty from their point of view.The results show that the three banks Scandinavian Individual Bank (SEB), Swedbank andNordea in Borås are aware of the importance of having a good customer loyalty in order tonot lose their customers.
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Pather, Kinola. "The power of children for loyalty programmes : a cross-customer effect approach." Diss., University of Pretoria, 2017. http://hdl.handle.net/2263/64906.
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The proposed aim of the study is to investigate the influence of children in family decision making and their propensity to act as a differentiator of loyalty programmes through the adoption of a cross-customer effect approach. The intent was to explore whether children as a cross-customer effect approach would yield effective loyalty programme measures, such as purchase frequency. The study focused on parents who had children aged between 7 and 11 years of age. The data collection vehicle used to reach parents who had children aged between 7 and 11 years of age was through public schools in the North Eastern parts of Johannesburg, South Africa. The findings portrayed that whilst physical factors such as location and convenience play a role in encouraging store patronage; behaviour can similarly be explained by the presence of a loyalty programme. Loyalty programmes that are directed at children only are successful in promoting store patronage as evidenced by the discoveries with the frequency at Checkers which operates a loyalty programme that is targeted at the child only. This supports the overarching hypothesizing that the targeting of children as a cross-customer effect marketing approach acts as a differentiator for loyalty programmes.Mini Dissertation (MBA)--University of Pretoria, 2017.
km2018
Gordon Institute of Business Science (GIBS)
MBA
Unrestricted
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Lu, Jiue-lung, and 呂杰隆. "How customer loyalty programs influence relationship quality and customer loyalty." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/72070689848353789988.
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碩士國立中山大學
企業管理學系研究所
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“Loyalty Programs” is a necessary and important step in the formation of relationship marketing. However, not only been applied in practice but also been researched by academia, there are still some gaps because of lack of a complete frame to analyze the vales of the loyalty programs. Therefore this research aims to fill-in the gaps that past practice and academics have failed by providing a conceptual frame by studying related literatures of loyalty programs and takes advantage of the frame to analyze the relationships among those values, relationship quality and customer loyalty in the telecom industry. The results of this study find that four values of nine values in the frame, including “economic value”, “choice of redemption options”, “relevance” and “social benefits” will influence relationship quality and customer loyalty in the telecom industry. However, customers still care more about economic value and relevance. The corporations in the industry can increase customer loyalty by designing high level of economic value and relevance. But if those would like to build higher level of relationship with the customers, they have to take advantage of social benefits through which to build strong and long customers loyalty. Therefore through this frame, the corporations can realize which value they should attach importance to. The results also prove the effectiveness of the loyalty program conceptual frame.