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C/M/1266. Dissertation. Impact of the Tesco Clubcard on Customer Loyalty: Multi-Category Perspective
- WORDS:
- 12300
- DATE:
- 2009
- PRICE:
- 129.99 GBP
The dissertation examines the technique of loyalty cards introduced by UK supermarket retailers in the 1990s conducting a case study of the Tesco Clubcard impact on customer loyalty (CL) at Tesco and its relationship to the product category. Literature is reviewed on the theory of CL, relationship marketing, customer retention, customer acquisition, CL in retail environment, etc. Analysis is performed of the secondary and primary data obtained from semi-structured interviews and questionnaires, using the methods of qualitative and quantitative research. Conclusions are made about the impact of the Tesco Clubcard on CL at and its change in accordance with the product category.
KEYWORDS: Dissertation, Tesco Clubcard, customer loyalty, supermarket retailing,
Other Papers On: Marketing Dissertations
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On an initial reading it looks very much what I require. Once again thanks for a very prompt service.Andy
