Dissertations / Theses on the topic 'Programs loyalty'

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.

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.

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.

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.

Loyalty programs have become an important element of the modern company and its existence can be noticed in every kind of businesses. The aim with loyalty programs is to win customers loyalty in order to keep them away from the competitors. However, there are some issues existing in creating and maintaining long-term relationships, for instance when consumers choose to decline participation in loyalty programs. A qualitative research method with an inductive approach has been used, by using the interview method CIT to collect the empirical data. 82 open-ended interviews were made with respondents from Sweden and Hungary in order to identify possible differences in loyalty program avoidance between the two countries. Based on the answers, a model with factors that indicates loyalty program avoidance was created, which represent the foundation of the literature review. The result of the study has shown that both similarities and dissimilarities between the nationalities exist, where the major difference is preference of convenience and personal issues. The study indicates that the Swedish consumers tend to reject loyalty program offers for the convenience reasons, in terms of store distance and bad service, while the Hungarian consumers are more concerned about their personal integrity, such as trust and privacy. However, similarities that could be clearly observed were issues with commitment, gaining benefits and struggling with time pressure.

Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from loyalty program documents and from reviewing the grocery store chain website. Data were transcribed and coded via Yin's 5 phases of analysis to identify themes. Mobile technology, consumer involvement, and lack of social media applications were the prominent themes that emerged during data analysis. The study findings are of interest to grocery store managers because they provide information for use in increasing store revenue, consumer satisfaction, and cost savings for grocery store chains implementing successful loyalty reward programs. Implications for positive social change include positive community initiatives and cause-related marketing campaigns.

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
This study analyses spill-over effects in multi-partner loyalty programs. In particular the effect of high prestige companies entering a multi-partner loyalty program on the initial individual partners is under examination. The effect of size (number of partners) is also examined. Results generally report a significant influence of the entrant on the other individual partners that ally; negative spill-over effects are observed. The study further shows that the strength of spill-over effects isn’t influenced by the size of the partner loyalty program. Results have been confirmed through a replication study.

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.

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.

The aim of this thesis is to analyze customer loyalty and market fashion apparel, identify customer perception and participation in loyalty programs. Evaluate current approaches of using customer loyalty programs by the biggest fashion houses. Based on the research results suggest recommendations for creating loyalty programs on the market with fashion and clothing. The solution was used focus group methods, questionnaire probes, expert interviews, desk research and market testing, which focused on loyalty and loyalty programs in the fashion industry. Fashion market is divided into segments of low-cost, mass, luxury. Access to loyalty from customers and companies side is different in each segment. Contribution of this thesis is the comparison of loyalty programs on the market of fashion and testing of selected forms of programs. Results of research findings represent a starting point for gaining loyal customers in the fashion industry.

Thesis: S.M. in Engineering and Management, Massachusetts Institute of Technology, System Design and Management Program, 2017.
Cataloged from PDF version of thesis.
Includes bibliographical references (pages 105-107).
Loyalty Programs have evolved over years turning into unique business units, responsible for producing an important source of revenue for airlines. However, despite their contribution to the business, the lack of knowledge on the impacts of giving away rewards to loyal customers may lead to suboptimal decisions, harming bottom line results. The main objective of this thesis is to develop a methodology to model and measure the net revenue impacts of award passengers as they integrate to current airline revenue management optimization practices. By modeling an award demand using the Passenger Origin Destination Simulation tool, it was possible to understand the impacts on airlines' main metrics compared to an environment without these passengers, and to define a baseline scenario based on current airline industry data, to analyze the impacts of different RM strategies. A methodology was proposed to identify and quantify three main effects seen when allowing award passengers into the current RM optimization. The Award Revenue accounts for the economic benefit for the airline of each award passenger. Displaced Revenue is the ticket revenue loss due to the displacement of paid passengers. And, the Sell Up effect measures the change in average paid fare as a result of the introduction of this new demand. Differences between the real economic benefit to the airline of award passengers and the value that the RM optimizer uses for assigning their availability were introduced to measure the net award revenue impact. Results showed that at award valuations higher than the lowest fare, airlines are able to increase their total revenues due to higher award revenue and lower displaced ticket revenue. This outcome was consistent for all RM Schemes and demand levels examined.
by Juan Pablo García Saavedra
S.M. in Engineering and Management

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.

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.

Title: A quantitative study of the attitudes towards loyalty programs among students   Course/ course code: 2FE16E – Independent degree project of the marketing program with integrated method, 30 hp   Authors: Sjöberg, Amelie 880410; Svensson, Daniel 890329   Background: In today’s global market, companies strive to gain a competitive position and attract as many customers as possible. One of the most important factors within the retail industry is customer loyalty. Loyalty program have become a common tool for companies to carry out in order to attract and keep customers and make them loyal to the company. However, little research has been conducted to understand what attitude customers have towards the programs. Are they really that value adding and effective for customers as companies think they are?   Purpose: The purpose of this paper is to describe students’ attitudes towards loyalty programs within the grocery retail industry. To get an understanding of what offerings that are attractive within a membership in a loyalty program, as well as to see if a membership affects the behavior of customers.    Method: This quantitative study has been carried out by a deductive approach with questionnaires as the data collection method. The research design has been based on a descriptive design.                                                                                      Conclusion: The study found that students have favorable attitudes towards the usage of loyalty programs. Further, the attitudes toward offering segmented loyalty programs were also favorable from students. The study also found signs that indicated that membership inICA’s loyalty program, lead to an increase in frequency of store visits. Additionally the research also found that student’s value economical benefits as the most attractive offerings in a loyalty program, such as discounts and personally customized discount.                                                                  Keywords:    Attitude, loyalty program, frequency, segmentation, offerings, ICA.

Лояльність – це реальна поведінка споживача, яка характеризується регулярним придбанням продукту окремої торгової марки, що засноване на сприятливому ставленні до неї. Фактори споживчої лояльності поділяються на матеріальні й нематеріальні. Матеріальні поділяються на традиційні (розміщення торгової точки, асортимент товару і його якість) і програмні (знижки, акції, бонуси, програми лояльності). Нематеріальні поділяються на процедурні (навчання персоналу) і персональні (комплекс маркетингових комунікацій, кваліфікація персоналу, чіткі й зрозумілі цінники, ігрові кімнати для дітей, місця відпочинку) [5].

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.

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.

The goal of the graduate thesis is the analysis and comparison of loyal programs in the segment fashion and sport in the Czech Republic. Today's consumer is very informed and makes decisions about purchase according to many criteria. The consumer becomes loyal to the brand in case he is satisfied with it and in addition it brings him various benefits especially the emotional ones. The theoretical part is dedicated to a brand, consumer behaviour, his purchasing process, loyalty, loyal programs and the impact of trends and new technologies on consumer behaviour. This thesis was submitted by the brand O'Neill therefore the practical part introduces the company and the comparison of loyal programs of its competitors. The main section is the evaluation of questionnaire and recommendations for the brand O'Neill.

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.

Författare: Max Lundmark Handledare: Bo Carlsson, Gun Normark. Nyckelord: Loyalty/rewards programs, reinforcement, consumer behavior. Syfte: Syftet med studien är att undersöka hur amerikanska universitet använder lojalitetsprogram. Detta görs genom att studera universitetens syfte med att använda lojalitetsprogram, och hur det påverkar vilka strategier de använder för att uppmuntra ett visst beteende i samband med sportevenemang. Metod: Studien tillämpar en kvalitativ forskningsmetod. Representanter från fyra amerikanska universitet intervjuades i samband med studien. Analysen utfördes utifrån teorin grounded theory. Teori: Studiens teoretiska ramverk utgår ifrån begrepp från psykologi- och marknadsföringsforskning. Empirisk presentation: Presenterar datainsamlingen. Resultat och slutsats: Studiens resultat indikerade att ett universitets syfte med att använda ett lojalitetsprogram starkt påverkar vilka belöningsstrategier som används. Däremot så tenderade skolorna i studien att uppmuntra liknande beteende och använda samma typ av belöningar inom deras program. Detta berodde universitetens liknande karaktärsdrag. Studien utvecklade också förståelsen kring varför ett amerikanskt universitet använder sig utav lojalitetsprogram. Resultatet visade att fördelarna av att använda ett program kunde bidrog till att locka nya studenter, vilket är fundamentalt för ett universitet. Slutligen så går det att argumnetera för att studien också bidorg med ökad kunskap inom det vetenskapliga undersökningsområdet genom att identifiera vissa svårigheter med att relatera empirin till etablerade teorier.
Author: Max Lundmark Handlers: Bo Carlsson, Gun Normark. Keywords/main concepts: Loyalty/rewards programs, reinforcement, consumer behavior. Purpose: The study aimed to examine how American universities use sports loyalty programs. This will be done by studying the purpose of why schools use a program, and how this affects what rewards strategies they apply to reinforce a certain student behavior at their sports events. Methodology: The study is based on a qualitative research method. Interviews were conducted with representatives at four American universities. Analysis was done using grounded theory. Theoretical framework: The study’s theoretical framework is based on concepts from psychology and marketing research. Empirical presentation: Presents data from the conducted interviews. Results and conclusion: The findings indicated that a university’s purpose of running a program strongly affects what rewards strategies they use. However, the schools included in this study tended to promote similar kind of behavior and use the same types of rewards. This was explained by their similar characteristics. The study also added knowledge to why an American university use a loyalty program. Findings showed that the benefits of using a program was strongly related to attracting new students, which is fundamental for any university. Lastly, the study also contributed to research on loyalty programs by identifying certain issues with connecting findings to established theories.

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.

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.

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.

[EN] Nowadays, universities are finding they have more and more competition regarding postgraduate programs. As educational institutions increase the offer, the need for them to improve their knowledge about the postgraduate market becomes more evident due to the lack of existing research and scarce literature about the topic. All this will help the educational institutions to develop suitable competitive strategies in order to attract postgraduate students' talent, thus distinguishing the institutions from the competition. This proactive orientation towards the market wills, like in many other markets, end up confiding in those programs which have successful marketing and allow for innovation and differentiation. At the same time, many authors relate this proactive orientation towards the market to co-creation. More specifically in the education sector, co-creation has been researched very little and has always been focused on the undergraduate student, not postgraduate. Lastly, the consequences of the postgraduate students' participation in these co-creation processes concerning satisfaction and loyalty is something that has not been studied either. This first quantitative study has led to a validation of the proposed model which allows us to affirm that, independent of the results obtained in the co-creation process, the student involvement in it, will result in greater satisfaction and loyalty towards the institution. For this reason co-creation can help the educational institutions to develop competitive differentiating strategies which will generate not only a greater satisfaction for the student but also the possibility of achieving differentiation thanks to the resulting innovation. After this first quantitative study, a second study was carried out in a Business to Business context by sending a professional from the company to the educational institution. In this study an attempt was made to measure the consequences of co-creation in student satisfaction, strength of the relation and student loyalty. This new structural equation model (SEM) has more variables and relations than the former one, introducing the strength of the relation. In addition, the study is centered on adult students who in this case are professionals sent by their companies to study a master program, Business to Business as opposed to Business to Consumer from the former study. The conclusions of the study are that the co-creation where the adult student participates in the process takes them to higher levels of satisfaction and greater loyalty towards the educational institution. At the same time, our research shows that the strength of the relation is positively influenced by the process of creation of value. In this case, the research has only validated part of the model. Therefore, this last part of our research again reaffirms the idea that co-creation can be a beneficial tool for universities in order to develop competitive strategies which generate more value for their clients and which also makes it difficult for the competition to imitate. Finally it should be pointed out that the results of this research facilitate the implementation of a co-creation process between universities and postgraduate students as well as the possible areas of its application within the purchase process and choosing a master program. On the other hand, it has also been demonstrated that independent of the results of this process, co-creation itself leads to higher rates of satisfaction, an improvement in the strength of the relation and more student loyalty towards the institution.
[ES] En la actualidad, las universidades se encuentran con una competencia cada vez mayor en lo que se refiere a sus programas de posgrado. A la vez que se incrementa la oferta por parte de las instituciones educativas, impera la necesidad por parte de las universidades de mejorar su conocimiento sobre el mercado de posgrado, debido a la falta de investigación existente con una literatura sobre marketing escasa. Todo ello, ayudará a las instituciones educativas a desarrollar estrategias competitivas adecuadas para lograr atraer el talento de los estudiantes de posgrado diferenciándose de la competencia. Esta orientación proactiva el mercado, pasará, como en otros muchos mercados, por apostar por políticas de marketing de éxito, que permitan en un sentido o en otro, innovar y diferenciarse. Al mismo tiempo, son muchos los autores que relacionan esa orientación proactiva al mercado, con la co-creation. En el caso específico del sector educativo, la co-creation se ha estudiado poco y siempre desde una perspectiva de estudiantes universitarios, no de posgrado. Por último, las consecuencias en el alumno de posgrado de participar en estos procesos de co-creation desde el punto de vista de los efectos en su satisfacción y lealtad, es algo que tampoco se ha estudiado. Este primer estudio cuantitativo ha supuesto una validación del modelo propuesto, por lo que se puede afirmar, que con independencia de los resultados obtenidos en el proceso de co-creation, el propio proceso de involucración del alumno en ello, redundará en una mayor satisfacción y lealtad hacia la institución. Por todo ello, la co-creation puede facilitar que las instituciones educativas desarrollen estrategias competitivas diferenciadoras que generarán tanto una mayor satisfacción para el estudiante como la posibilidad de lograr diferenciación gracias la innovación que surja del mismo. Con posterioridad a este primer estudio cuantitativo, se realiza un segundo estudio si bien desde un contexto Business to Business al pretender medir las consecuencias de la co-creation en la satisfacción, fortaleza de la relación y lealtad del estudiante, en este caso profesional enviado por la empresa, hacia la institución educativa. Este nuevo modelo de ecuaciones estructurales (SEM) es más amplio en variables y relaciones que el anterior, introduciendo la fortaleza de la relación. Además se centra en estudiantes adultos que en este caso son profesionales enviados por sus empresas a realizar el programa master, vertiente Business to Business frente a Business to Consumer del anterior Las conclusiones del estudio son que la co-creation donde el estudiante adulto participa en el proceso, lleva a niveles más altos de satisfacción y a una mayor lealtad hacia la institución educativa. Al mismo tiempo, nuestra investigación muestra, que la fortaleza en la relación, está influenciada positivamente por este proceso de creación de valor si bien no media entre la co-creation y la lealtad. En este caso, la investigación sólo ha validado parte del modelo. Así, esta parte última de nuestra investigación vuelve a ser una reafirmación de la idea de que la co-creation puede ser, en sí misma, una herramienta beneficiosa para las universidades para desarrollar estrategias competitivas que generen más valor para sus clientes y que también sea difícil de imitar por la competencia Finalmente señalar que los resultados de este trabajo facilitan la implementación de un proceso de co-creation entre universidades y estudiante de posgrado así como las posibles áreas de aplicación de la misma dentro del proceso de compra y elección de un programa master. Por otra parte, también se ha demostrado, que con independencia de los resultados de este proceso, la co-creación en si misma resulta en mayores tasas de satisfacción, mejora en la fortaleza en la relación y mayor lealtad hacia la institución por parte del alumno.
[CAT] Actualment, les universitats es troben amb una competència cada vegada més gran pel que fa als seus programes de postgrau. Alhora que s'incrementa l'oferta per part de les institucions educatives, impera la necessitat per part de les universitats de millorar el seu coneixement sobre el mercat de postgrau, a causa de la falta d'investigació existent amb una literatura sobre màrqueting escassa. Tot això, ajudarà a les institucions educatives a desenvolupar estratègies competitives adequades per aconseguir atreure el talent dels estudiants de postgrau diferenciant-se de la competència. Aquesta orientació proactiva el mercat, passarà, com en molts altres mercats, per apostar per polítiques de màrqueting de éxitoexitosas, que permetin en un sentit o en un altre, innovar i diferenciar-se. Alhora, són molts els autors que relacionen aquesta orientació proactiva al mercat, amb la co-creation. En el cas específic del sector educatiu, la co-creation s'ha estudiat poc i sempre des d'una perspectiva d'estudiants universitaris, no de postgrau. Finalment, les conseqüències en l'alumne de postgrau de participar en aquests processos de co-creation des del punt de vista dels efectes en la seva satisfacció i lleialtat, és una cosa que tampoc s'ha estudiat. Aquest primer estudi quantitatiu ha suposat una validació del model proposat, de manera que es pot afirmar, que amb independència dels resultats obtinguts en el procés de co-creation, el mateix procés d'involucració de l'alumne en això, redundarà en una major satisfacció i lleialtat cap a la institució. Per tot això, la co-creation pot facilitar que les institucions educatives desenvolupin estratègies competitives diferenciadores que generaran tant una major satisfacció per a l'estudiant com la possibilitat d'aconseguir diferenciació gràcies la innovació que sorgeixi de ell mateix. Amb posterioritat a aquest primer estudi quantitatiu, es realitza un segon estudi si bé des d'un context Business to Business en pretendre mesurar les conseqüències de la co-creation a la satisfacció, fortalesa de la relació i lleialtat de l'estudiant, en aquest cas professional enviat per l'empresa, cap a la institució educativa. Aquest nou model d'equacions estructurals (SEM) és més ampli en variables i relacions que l'anterior, introduint la fortalesa de la relació. A més se centra en estudiants adults que en aquest cas són professionals enviats per les seves empreses a realitzar el programa màster, vessant Business to Business davant Business to Consumer l'anterior Les conclusions de l'estudi són que la co-creation on l'estudiant adult participa en el procés, porta a nivells més alts de satisfacció ia una major lleialtat cap a la institució educativa. Alhora, la nostra investigació mostra, que la fortalesa en la relació, està influenciada positivament per aquest procés de creació de valor si bé no hi ha entre la co-creation i la lleialtat. En aquest cas, la investigació només ha validat part del model. Així, aquesta part última de la nostra recerca torna a ser una reafirmació de la idea que la co-creation pot ser, en si mateixes, una eina beneficiosa per a les universitats per desenvolupar estratègies competitives que generin més valor per als seus clients i que també sigui difícil d'imitar per la competència Finalment assenyalar que els resultats d'aquest treball faciliten la implementació d'un procés de co-creation entre universitats i estudiant de postgrau així com les possibles àrees d'aplicació de la mateixa dins del procés de compra i elecció d'un programa màster. D'altra banda, també s'ha demostrat, que amb independència dels resultats d'aquest procés, la co-creació en si mateixa resulta en majors taxes de satisfacció, millora en la fortalesa en la relació i major lleialtat cap a la institució per part de l'alumne .
Peralt Rillo, A. (2015). Co-creation innovation for business programs for educational institutions [Tesis doctoral no publicada]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/51462
TESIS

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.

The thesis discusses the importance of loyal customers, and loyalty system as a tool for building loyalty. It defines loyalty and customer satisfaction, it deals with the issue of customer retention. It describes the history and types of loyalty programs, important factors for deciding on their implementation and problems associated with them. The practical part is concerned with the clothing market, Orsay company and its Orsay Club loyalty systeme. The work also includes a survey of the loyalty programs on the market with clothes, with a focus on Orsay and Orsay club.

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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O aumento da concorrência faz com que as empresas se preocupem cada vez com a retenção de seus clientes. Um programa de fidelidade é uma das inúmeras estratégias utilizadas para envolver o cliente e buscar a lealdade à marca. Porém, algumas empresas ainda resistem na aplicação deste tipo de estratégia por terem dúvidas quanto aos resultados obtidos. O cliente percebe o valor de um programa de fidelidade? Um cliente compra um determinado produto ou serviço devido às vantagens que o programa de fidelidade lhe proporciona ou devido à sua lealdade à marca? Questões como estas foram analisadas nesse estudo para tentar compreender se os programas de fidelidade podem auxiliar na construção e manutenção da lealdade à marca. Para isso, foi realizado um quase-experimento, através de uma survey eletrônica com 243 consumidores de diversos estados brasileiros. O estudo analisou, através de um modelo conceitual proposto, três relações entre os diferentes construtos do modelo. A primeira relação analisou os efeitos dos e
The increase of competition make that companies worry about keep yours customers. A loyalty program is one of several strategies used to involve the customer and to search the brand loyalty. But, some companies still to hold on to apply this kind of strategy because they have doubts about the results got. The customer perceives the value of a loyalty program? The customer buy a certain product or service because the advantages that the loyalty program give to him or because he is loyal to the brand? Questions like this were analyzed in this study to try to understand if loyalty programs can to help to build and maintenance to the brand loyalty. It was carry out a quasi-experiment, through an electronic survey with 243 brazilian consumers from the several states of country. The study examined, through a conceptual model proposed, three relations between different constructs. The first relation analyzed the effects of reward schemes (types of rewards and timing of rewards) on the perception of value of a prog

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.

This diploma thesis addresses the topic of frequent flyer programs for small and medium enterprises. The goal of this thesis is to analyze BlueBiz, the Air France-KLM frequent flyer program for small and medium enterprises, and to propose improvements for this program. The theoretical part consists of an introduction to marketing, commercial communications, and loyalty programs; the analytical part deals directly with the frequent flyer program BlueBiz. The analytical part introduces the airline companies Air France-KLM, and provides an analysis of BlueBiz terms and conditions, an analysis of the competitors' programs, analysis of program's communications and an analysis of BlueBiz awareness. The results of all analyses are summarized in a SWOT analysis, which creates groundwork for designing program's improvements.

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.

Mestrado em Ciências Empresariais
Num 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.
info:eu-repo/semantics/publishedVersion

This thesis deals with loyalty program of retail chain Tesco -- Clubcard loyalty program. The thesis is divided into two parts. The first part is focused on terms explanation -- e.g. marketing and commercial communication, sales promotion and it's techniques and also loyalty and loyalty programs itself. The beginning of practical part firstly describes current trends on the retail market. The following competitive analysis of retail chains is focused on loyalty programs. Next part deals with Tesco company and it's Clubcard loyalty program. The main contribution is represented by marketing research focused on Tesco customers's opinion about Clubcard program.

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.

Mestrado em Marketing
As 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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This study aims the creation of a theoretical model that could serve as a guide for loyalty programs implementations. There are basic two parts: the literature and field research. The literature comprehends the analysis of marketing in the view of relationship marketing, and then, joins different aspects of loyalty programs objecting the construction of the model. The research is a deployment of the model in a study case. Intel s loyalty program was chosen for this thesis because the company, specialized in the computer b2b market, was willing to collaborate with detailed information enabling a comprehensive analysis. The result showed that the theoretical model behaved according to this study intention and can add value during a loyalty program implementation process. Trough the usage of the model, important suggestions were made about Intel s loyalty program that can help the company achieve better results
Este estudo tem como finalidade a construção de um modelo teórico e a análise de seu aproveitamento na implantação de programas de fidelidade. Basicamente, sua estrutura desenvolve-se em duas partes: a pesquisa bibliográfica e a de campo. A pesquisa bibliográfica compreende a análise da evolução do contexto de marketing na ótica do marketing de relacionamento e, em seguida compila diferentes aspectos sobre programas de fidelidade com o objetivo de construir o modelo. A pesquisa de campo é a aplicação do modelo proposto, o qual está respaldado pelo estudo bibliográfico pesquisado, em um estudo de caso único, Estudou-se a Intel, empresa de caráter b2b, inserida no mercado de computadores e que apresentou disposição em contribuir com subsídios minuciosos para a aplicação do modelo. O resultado mostrou que o modelo teórico aqui proposto se comportou de maneira satisfatória frente ao propósito desta tese. Por meio de sua aplicação, sugestões de mudanças importantes foram pontuadas sobre o programa de fidelidade da Intel, para que esta consiga melhores resultados

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

Loyalty programs are one of the main strategies companies implement to incentivize customers to continuously shopping from their brands. These programs have existed for a long time and have not changed a lot in the recent decades. Most of these programs don’t consider in which markets the brands are competing, focusing most of their offers on discounts, leaving a lot of other options unexplored. Based on the literature review about loyalty programs, marketing and personality traits, specifically on maximizers and satisficers, an experimental study was designed to test the moderating effects of brand familiarity and personality on loyalty programs’ valuation. Results suggest that maximizers predominantly impact loyalty program valuations, as they are more engaged and satisfied with this type of marketing strategy, showing higher satisfaction levels, as well. Furthermore, it was found that brand familiarity is an important aspect to take into account, especially for maximizers who value choosing high familiar brands over non-familiar, while satisficers showed no difference in their preferences.
Os programas de fidelização são uma das principais estratégias de marketing que as empresas implementam para incentivar os clientes a comprar nas suas marcas de forma continuada. Estes programas já existem há muito tempo e não sofreram grandes alterações nas últimas décadas. A maioria destes programas não se foca no mercado em que a marca está a competir mas sim na oferta de descontos, deixando muitas outras oportunidades por explorar. Baseado na revisão da literatura existente sobre programas de fidelização, marketing e traços de personalidade, especificamente os maximizers e os satisficers, foi criado um estudo experimental para testar os efeitos da moderação da familiaridade com as marcas e da personalidade na avaliação que os clientes fazem de cada programa. Os resultados mostram que os maximizers têm um interesse maior por estes programas, bem como um nível de satisfação mais elevado. Também se conclui que a familiaridade com a marca é um atributo importante, especialmente para os maximizers, que preferem escolher marcas com as quais estão mais familiarizados em vez de marcas com as quais têm um nível de familiaridade mais reduzido, enquanto que os satisficers se mostraram indiferentes nas suas preferências.

碩士
國立雲林科技大學
資訊管理系碩士班
94
In an intensely competitive environment, many companies spend substantial time and resources on promoting the loyalty program for preventing customer from betraying the brand, attracting and inspiring consumer’s consumption, and helping the profitability of enterprises. How to assert the enterprise’s goal, form the framework of loyalty progarm, and offer the incentives to affect consumers’ purchasing behavior is an important challenge. This study based on the case of Far Eastern HAPPY GO card Consumers, proceeded with web questionnaire, adopted Pearson correlation analysis, regression analysis and hierarchical moderator regression analysis to understand the influence of value perception on program loyalty, the influence of program loyalty on brand Loyalty and the moderating effect of brand fit among these relationship. The major analysis results from the data retrieved by 561 subjects can be listed as follows. First, value perception are proved to have a signification positive impact on program loyalty. Second, program loyalty are proved to have a signification positive impact on brand attitude loyalty and brand behavior loyalty. Third, the product attribute similarity among the franchisees have a signification negative moderating effect on the relationship between program loyalty and brand loyalty. Important implications from these findings can be analyzed as bellow. In order to enhance program loyalty and then indirect increase each of their brand loyalty, franchisees and franchisers must collaborate with their partners on improving and strengthening the value of loyalty program. Intended franchisees must try to evaluate and avoid joining a multiple participant loyalty programs which with the high product attribute similarity between oneself and some one else, otherwise will damage the benefits of each other.

碩士
國立中山大學
企業管理學系研究所
93
“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.

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Knowledge Management and Business Intelligence
Although topics of segmentation and loyalty programs are of central importance in the hospitality industry, research about alternative ways to segment loyalty program members is limited and managers tend to rely on traditional segmentation techniques. This study aims to provide a new customer segmentation solution for hotels’ loyalty programs using a data mining approach for identifying and classifying the customers into segments through clustering processes. Guests profiles were assessed with data about 498.655 loyalty members’ of Pestana Hotel Group. The K-means algorithm was applied in order to group the similar guests based on the monetary value of clients and consumption behavior. The goal is to compare the data-driven segments which are based on the customer’s monetary value, brand preferences and demographic data with the loyalty program tiers. The results demonstrate that the widely used tier-based loyalty programs are not optimal and are hiding important features that could be used to improve clients’ segmentation. Findings suggest that some high tier members generate comparatively less revenue for the hotel than lower tier ones. Hence, more efforts should be focused on truly valuable clients. Loyalty programs are not equally suitable for all guests neither for all brands within a hotel group, therefore additional levels of segmentation would be appropriate to match the distinct guests’ behavior. Data mining technologies can be extremely useful in order to support hotel managers in designing a more efficient and valuable loyalty program with tailored strategies and rewards.