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Customer Loyalty

C/M/1327. Dissertation. Impact of Tesco Clubcard on Customer Loyalty: Multi-Category Perspective

WORDS:
12700
DATE:
2010
PRICE:
129.99 GBP

The dissertation examines the impact of Tesco Clubcard on customer loyalty (CL) to different types of product. Literature is reviewed on the marketing theory including relationship marketing, its role in ensuring customer loyalty, CL programmes used by supermarket retailers, approaches to CL in Tesco, etc. The research uses qualitative and quantitative methods based on secondary data and primary data obtained from the study of a sample population of customers in a Tesco store. Customer loyalty profiles are examined using semi-structured interviews and questionnaires. Conclusions are made about the influence of the Clubcard on customers’ decision to buy certain products in Tesco.

 

KEYWORDS: Dissertation, Customer loyalty, Tesco, Clubcard,

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