Inlämning av Examensarbete / Submission of Thesis

Emma Ekström , pp. 51. MAM/Sektionen för Management, 2011.

The work

Författare / Author: Emma Ekström
Titel / Title: Pizzerias but not hairdressers - Market characteristics and customer reward programs
Abstrakt Abstract:

Firms commonly offer purchase incentives to customers to make them purchase repeatedly. One such strategy is to offer customer reward programs. Customer reward programs are one of the most widely studied areas within marketing and one of the most widely implemented marketing initiatives by practitioners. In this thesis I will focus on simple, non-data collecting customer reward programs, an example of such a customer reward program is used in pizzerias in Sweden, a stamp card that rewards the customer with a free meal after a specified number of repeated purchases.

Previous research has indicated that the profit of customer reward programs is inconclusive for businesses. Despite that, reports indicate that customer reward programs are becoming more and more common. This indicates that this part of marketing, customer reward programs, needs to be further examined.

The phenomenon observed was that this type of non-data collecting customer reward programs were commonly offered by pizzerias but not by hairdressers. The gathering of empiric data was done through qualitative interviews with respondents for the industries mentioned above. The analysis consists of my gathered empirical data in relation to chosen theories. Based on this material and my hypothesis the conclusions were drawn.

Ämnesord / Subject: Företagsekonomi - Business Administration\Information
Företagsekonomi - Business Administration\Marketing
Nyckelord / Keywords: Customer reward program, market characteristic, purchase incentive, loyalty program, frequency program, reward program, loyalty card, stamp card, loyalty scheme, pizzerias, hairdressers, product type, marginal costs, differentiation.

Publication info

Dokument id / Document id: houn-8r3q86
Program:/ Programme Magisterprogram i Företagsekonomi/Master's Degree Programme in Business Administration (MSC)
Registreringsdatum / Date of registration: 02/01/2012
Uppsatstyp / Type of thesis: Magisterarbete/Master's Thesis (60 credits)


Handledare / Supervisor: Henrik Sällberg
Examinator / Examiner: Marie Aurell
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: bth2012ekström.pdf (387 kB, öppnas i nytt fönster)