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Customer Loyalty

C/M/1206. Tesco's approach to generating customer loyalty through Tesco Club Card

WORDS:
4600
DATE:
2009
PRICE:
49.99 GBP

The paper addresses the issues of customer loyalty examining the use of the Tesco Club Card. The background of Tesco is described. Literature is reviewed on the role of loyalty programmes as part of the consumer relationship marketing. A study is conducted using the methods of primary research thorough the interviews with Tesco staff and consumers. Conclusions are made about the effectiveness of the Tesco Club Card programme suggesting recommendations about its further improvement.

 

KEYWORDS: Tesco Club Card, customer loyalty, customer relationship marketing, CRM,

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