P/M/141. Dissertation. How does Tesco Clubcard generate customer loyalty?

This dissertation aims to examine how the loyalty effect of Tesco clubcard. Analysis of relationship marketing developed by the company is conducted and assessed. Extensive literature review on customer loyalty and loyalty programmes is developed. Research adopts exploratory study, which incorporated both qualitative and quantitative data collection methods. Analysis of results revealed, that although Tesco's clubcard had certain positive affect upon the customer loyalty - customer spending did not increase. Several important recommendations and conclusions are drawn from the research findings.