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(2006, 829 words)
The paper examines the customer loyalty program (Clubcard) launched by Tesco ten years ago analyzing the motives behind the launch, and evaluating the effectiveness of the program in gaining customers' loyalty. The paper addresses the following questions. 'What external factors drove the supermarkets to adopt loyalty card schemes and what are/were their longer term goals? In what ways do you think suppliers could benefit from loyalty card schemes? Do you think that retailers such as Asda are right to reject loyalty card schemes? What factors do you think lead to real customer loyalty? To what extent do loyalty cards utilize these factors?'
(2007, 6500 words)
This research report examined levels of customer loyalty and satisfaction at a small telephony store in London, together with those factors underpinning these dimensions. Drawing on McGoldrick's diamond of loyalty, which segments customers according to the extent to which they frequent a given store(s), four customer profiles were established. These profiles were used to understand what factors should be maintain and/or improved to keep the stores' most profitable customers loyal and satisfied, whilst attempting to change switchers into loyal customers.
(2007, 14 000 words)
This dissertation examined whether multimedia messaging (MMS) offered a new way for marketers to increase levels of customer retention. In so doing, MMS marketing was examined, the underlying constructs of customer retention were presented and discussed, and a series of interviews and a questionnaire were conducted. The results suggested that MMS marketing materials would have a positive effect on customer retention levels amongst innovators and early adopters. The dissertation would be particularly useful for anyone interested in customer retention and its underlying constructed.
(2006, 2000 words)
The paper examines the impacts of the recently reported salmonella contamination on the Cadburys' chocolate brand addressing the issues of health care in the UK, and discussing theoretical approaches to brand loyalty, corporate social responsibility (CSR), crisis management, etc. Factors relevant to the relationship between the consumer and the brand are outlined.
(2006, 7700 words)
This paper sets out the research aims and objectives for a dissertation to examine customer retention in an on- and off-line environment across a range of product categories. The paper includes a comprehensive literature review including a study of service and relationship management perspectives, customer loyalty and e-loyalty, as well as other theoretical aspects such as relationship commitment, communication, and service quality and customer satisfaction. The paper also sets out the research design employed to carry out this research.
(2006, 13 500 words)
The dissertation investigates the experience of Costa, Starbucks, Café Nero and Coffee Republic coffeebars. The background of coffee bar culture is described; literature is reviewed on the theories of branding, consumer behaviour, hierarchy of needs, customer loyalty, services marketing, etc. The main features of coffee bars are identified; employee-to-customer interactions are described; the issues of product and service quality are addressed. Deductive and inductive research methods are used on the basis of primary data (interviews, questionnaires, observations) and secondary data analysis. Conclusions are made about the managerial implications of the research findings.
(2006, 18 500 words)
The following project aims to analyse the concept of loyalty schemes and their value in terms of their effectiveness as a customer retention strategy. Loyalty schemes have increased in popularity due to the augmented levels of competitiveness which exist within the hospitality business environment. The first two chapters provide a solid theoretical framework from which the research methodology is developed in chapter three, involving the formulation of a research question, the selection of an appropriate research method, identification of a research sample and an analysis of the limitations. The results are analysed and then compared with the conceptual framework from chapters one and two in order to present implications for the industry and recommendations for the sample hotel and the wider industry in chapter five. Final conclusions are drawn from the project as a whole and recommendations are made for further research.
(2006, 22 000 words)
The dissertation investigates the importance of brands to retailers examining brand loyalty (brand equity) among the shoppers in UK high streets. The review of literature covers the theories of brand, the perceived value of the retailer, customer loyalty, etc. Research methods include secondary data analysis and primary data collection through mall-intercept techniques, sampling and interview. Conclusions are made about the factors that shape customer loyalty in the retail environment.
(2006, 22 000 words)
The dissertation investigates the mechanisms of customer loyalty discussing the value of the store image, purchase intentions, etc. Literature is reviewed on the concept of customer equity, brand equity, value equity, retention equity, customer satisfaction, the features of the retail industry, etc. An empirical study is conducted among people shopping for clothes in Oxford Street, London, to determine whether value is more important than the brand/store image in determining customer loyalty. Secondary data analysis is combined with the primary data collection (through interviews, questionnaires and surveys) and interpretation; quantitative and qualitative research methods are used. Conclusions are made about different roles of brand equity and value equity in shaping the loyalty of customers.
(2005, 29 000 words)
The dissertation investigates the concept of loyalty examining the relationship between customer satisfaction and customer loyalty, and conducting a case study of the success factors behind the Tesco customer loyalty programme (CLP) Clubcard. The background of Tesco is presented focusing on their position in the UK grocers' market and analysing the effects of the Clubcard CLP. Literature is reviewed on the theory of loyalty including types of loyalty, categories of loyalty, business implications of customer loyalty, loyalty-orientated strategies, CLP implementation, etc. Deductive and inductive research approaches are combined triangulating the findings obtained through the analysis of the primary (interviews and questionnaires) and secondary data. Conclusions are made about the effectiveness of CLPs and the level of customer loyalty for Tesco Clubcard members and non-members. Recommendations about sustainable performance of loyalty programmes are suggested.
(2005, 3500 words)
The paper looks at customer loyalty as a strategic business goal reviewing literature related to customer retention. Retail loyalty programmes are described focusing on the success factors behind the Tesco Clubcard model. Recommendations to marketing managers are suggested on the basis of primary research data obtained via interviews.
(2005, 8000 words)
The paper examines the issues of customer satisfaction in Pakistani telecommunications industry focusing on the performance of several mobile phone companies. Literature is reviewed on the topics of consumer loyalty, brand equity, customer satisfaction, customer service principles, etc. Primary research of consumer behaviour is conducted through questionnaires and interviews. Conclusions are made on the basis of the comparative analysis of two companies identifying their problems and offering recommendations about how to solve them.
(2005, 2000 words)
The paper examines the concept of micro marketing associated with the recognition of individual differences among customer. Advantages of micromarketing in customer retention are highlighted discussing the challenges of micromarketing in a durable goods company.
(2005, 5000 words)
The paper studies the buying behaviour in the UK male grooming market examining the motives behind certain brands and reporting on the growth of male grooming industry, the significance of branding, etc. Quantitative and qualitative data (obtained through questionnaires) is analysed suggesting the existence of brand and grooming product loyalty among men.
(2005, 9000 words)
The enterprises of China, especially services firms, are confronted with the competitive circumstance which is increasingly furious in the movement of acceleration of global economy integration and Chinas access into the international commerce circulation. The importance of customer retention has been valued in the field of both academe and industry. Loyal customers are the source of competitive advantage, and that the bedrock of existence and development of any company. This study tries to put forward a series of tactics about customer loyalty for service firms base on the research of overseas and domestic scholars in this field as well as the operation experience of successful service firms. At first, this study defines the implied meaning of service loyalty and identifies a number of antecedents to service loyalty from both direct and indirect ways based on the review and critique of correlative research contributed by western scholars in the field of service marketing. Furthermore it advance the concept of customer perceived value to explain the antecedents to service loyalty. Secondly, it analyses how the consequence of customer loyalty can bring benefit to the company. Moreover, customer lifetime value and service recovery,both the most important concepts with service loyalty,are discussed in order to give reference to the marketing tactic formulation. In the end, a series of tactics about customer loyalty for service firms is proposed which is consisting of four constructs, namely: core customer identification, customer knowledge system and customer club. After the entry of WTO, the domestic service market will open to foreign capital step by step in various industries, so those immature domestic service firms are about to sustain more impact. The aim of this study is to promote the recognition and understanding of customer loyalty and its importance for service firms, and it also hopes that it will be helpful for those who set about the customer loyalty management in its company.
(2005, 17500 words)
The dissertation investigates the problems of customer loyalty with respects to on-line shopping through Internet malls, or emalls. An extensive review of literature touches upon the definitions of loyalty and trust, specifics of e-loyalty, customer satisfaction, direct marketing, database marketing, issues of security and privacy of the Internet data, etc. These issues are further explored in experimental research (based on a structured questionnaire), and a case study using qualitative and quantitative research methods. In the conclusions the problems of the emall industry are identified; recommendations are made to ensure customers loyalty.
(2005, 9500 words)
The paper examines the phenomenon of brand loyalty in sports footwear providing a review of literature on the sports shoe market, theories of consumer behaviour, brand loyalty, quality, etc. A case study is designed and conducted using the methods of primary data collection (customer centric questionnaires) and secondary data interpretation on the basis of positivist and realist methodologies, qualitative and quantitative analysis, deduction and induction. Conclusions are made about consumer loyalty to Nike and Reebok brands, and the changing trends in sports wear consumers.
(2005, 2000 words)
The paper examines the phenomenon of consumer loyalty and its significance for marketers. Literature on consumer loyalty is reviewed providing a variety of definitions based on consumers attitudes and behaviour. The use of consumer loyalty in developing market strategies is discussed.
(2005, 20000 words)
This dissertation examines a number of major areas in marketing: relationship marketing, customer loyalty and loyalty cards schemes. More specifically, it asks whether value retailers, such as Superdrug in the health and beauty sector and ASDA in the food retail sector should adopt loyalty cards schemes, currently in use by the leading firms in both sectors, Boots and Tesco respectively. Loyalty card schemes aim to build closer, stronger relationships between a firm and its customers, making it less reliant on price sensitive customers. However, the schemes have come under considerable criticism, whilst relationship marketing and the notion of customer loyalty has numerous opponents of their own. This dissertation has two main uses: First, it represents a good example of how to construct a dissertation using a survey. Second, it contains an extremely comprehensive literature review, which not only details and critically discusses relationship marketing, customer loyalty and loyalty card schemes, but also the decreasing relevance of traditional marketing and the need to balance both customer acquisition and retention strategies to be successful in increasingly competitive marketplaces.
(2005, 17000 words)
Customer loyalty is a central and growing topic in the area of marketing and marketing strategy. The traditional view in marketing has been to focus on acquiring new customers. However, firms are beginning to realise that it can be more profitable in the long-term to focus on retaining existing customers, especially as markets become more competitive. Here, customer loyalty is central to retaining customers. However, there are added complications when firms try to build customer loyalty in an online environment, called e-loyalty. In such an environment, customers look for very different attributes in their retailer than when shopping in the high-street. Focusing on three main players in the UK book market, Waterstones, Amazon and Borders, this dissertation examines two aspects of customer loyalty: First, the differences in customer loyalty in a traditional and Internet environment; second, the relative importance of different factors that affect levels of e-loyalty using an existing conceptual framework. The study involves some 50 research participants, whose data is thoroughly analysed and discussed in light of the literature review. The literature review is comprehensive and discusses the areas of traditional and relationship marketing, customer loyalty, including measures and types of customer loyalty, as well as e-loyalty. The dissertation would be useful for anyone interested in customer loyalty and e-loyalty, as well as the differences between traditional and relationship marketing, for which there is a comprehensive literature review. It is also useful in highlighting how to perform and analyze primary research and then apply those findings to the literature that has been set out.
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