The main aim of the research is to evaluate and find out the relationship between brand trust and loyalty cards. During the interviews and focus group, Millennial participants were asked to elaborate upon their likes and dislikes of loyalty programs.
This in turn helps in the retainment of old customers and also creates a good reputation in the market. In context to carry out the investigation, it has explained the facets of brand trust, customer satisfaction, perceived value and customer loyalty.
Download kB Preview Abstract The purpose of this study is to examine the most effective techniques businesses use to attract and retain loyalty program memberships targeted to the Millennial demographic group. View all posts by Steve Jones Posted on.
Many companies have now adopted the practice of loyalty cards because they consider this an excellent way of earning trust from customers and creating a special bond with them.
Loyalty Cards Dissertation The main purpose of this research dissertation is to evaluate the relationship between brand trust earned through loyalty cards used in many conventional retail stores.
It will identify and evaluate whether loyalty cards can confer brand trust in the customers. This study will delve deeply into the concept of brand trust, the effects of loyalty cards in relationship marketing and the impact of loyalty cards on brand trust in reality, by considering the case study of Tesco and their Loyalty Club Card facilities for the UK customers.
The questions in the questionnaire are mostly close-ended questions based on Likert Scale Rating which has been analysed through factor percentage analysis method. To further stimulate discussion and garner insights, in-depth interviews and a focus group were conducted.
It was concluded that if businesses successfully enroll and then continually engage Millennials through a two-way, interactive relationship, Millennials will progress through a four-point loyalty member life cycle that develops from acquisition to engagement to retention and finally, advocacy. Next, the researcher designed two electronic surveys.
The methodology used to reach insights around this topic includes secondary and primary research that aided in the understanding of the effectiveness of communication strategies used to appeal to Millennial consumers.
The researcher also conducted interviews with three marketing industry professionals to learn more about what makes loyalty work as well as what are the most effective incentive drivers for consumers.
This research has also considered several literature gaps which were present earlier and tried to answer several of them. The loyalty card system gives some privilege facilities to the member customers because they get bonus points and discount offers on products.
Additionally, the researcher enrolled in several loyalty programs over the course of the study to monitor the marketing messaging communicated to Millennials. Survey respondents were asked questions centered around how they interact with loyalty programs, what incentives drive them to purchase more and how their loyalty is reflected in their purchases.
The respondent groups were made up of young adults between the ages of 18 and One survey had 63 anonymous respondents and the other survey had anonymous respondents, all within the Millennial demographic group. The research is a quantitative, deductive study where primary data have been collected from three stores of Tesco Plc.
After compiling the insights from the above research strategies, a marketing campaign for a hypothetical loyalty program was created and included in the end of this study. Initially, the researcher conducted secondary research by consulting books and surveys written by industry professionals as well as scholarly articles.The Influence of Loyalty Programs and Short-Term Promotions on Customer Retention program and other elements of the marketing mix on cus- loyalty program may provide an incentive for customers to view weekly transactions as a sequence of related deci-sions.
If. TheStreet thumbed through the terms and conditions of more loyalty programs than you can cover with a year's worth of air miles. It came up with five that can be a customer's best friend -- along. Customer Loyalty Programs, familiar to most executives in the form of frequent flier miles, have become ubiquitous.
Companies small and large offer a myriad of loyalty reward programs but not all.
Loyalty Cards Dissertation. To critically evaluate the effectiveness of loyalty programs in increasing the perceived values and customer satisfaction which contributes to brand trust.
To test the hypothetical assumptions regarding the relationship between loyalty programs, perceived values and brand trust. The impact of club card on store loyalty - An empirical study of a Swedish grocery retailer Sofia Ahlström Niklas Wangsell Contribution of thesis: Loyalty programs are an important topic today, especially in the retail business.
how customer loyalty programs can influence relational marketing outcomes: using customer-retailer identification to build relationships dissertation.Download