Inlämning av Examensarbete / Submission of Thesis

Philip Law , pp. 125. MAM/Sektionen för Management, 2008.

The work

Författare / Author: Philip Law
phla07@bth.se
Titel / Title: The accuracy of customer reward program as loyalty marketing tool
Översatt titel / Translated title: Exaktheten i belöningssystem för kunder som lojalitetsmarknadsföringsverktyg
Abstrakt Abstract:

Today Tesco is not only the UK’s largest grocer, but also the world’s most successful internet supermarket (Humby and Hunt, 2004, pg 1). The Tesco Clubcard is widely considered to be a pioneer and success story in loyalty marketing, helping to propel Tesco to be the number one supermarket retailer in the UK (Tapp, 2005, pg 176).

This thesis consists of a literature review of previously publish materials and the use of a quantitative survey. The aim of the study is to uncover and identify the value of the Tesco Clubard customer reward program and determine how significant it is in creating true customer loyalty.

The findings of the study revealed consumers place greater importance upon store location, value for money and product range rather than loyalty card schemes, in-store magazines and vouchers.

Ämnesord / Subject: Företagsekonomi - Business Administration\Marketing
Företagsekonomi - Business Administration\Organization
Företagsekonomi - Business Administration\Information
Nyckelord / Keywords: loyalty marketing, customer reward program, loyalty, loyalty schemes, loyalty card, CRM, Customer Relationship Management, Tesco, Clubcard, kundlojalitet, lojalitetsprogram, marknadsföring

Publication info

Dokument id / Document id:
Program:/ Programme Master of Business Administration (MBA)
Registreringsdatum / Date of registration: 06/25/2008
Uppsatstyp / Type of thesis: D-Uppsats/Magister/Master

Context

Handledare / Supervisor: Anders Hederstierna
ahe@bth.se
Organisation / Organisation: Blekinge Institute of Technology
Institution / School: MAM/Sektionen för Management
S-372 25 Ronneby
+46 455 38 50 00

Files & Access

Bifogad uppsats fil(er) / Files attached: philip law - thesis.pdf (809 kB, öppnas i nytt fönster)