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Dissertations / Theses on the topic 'Customer loyalty'
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1
Romppanen, Maiju, Cecilia Kellgren, and Ladan Moradi. "Customer Loyalty Research : Can customer loyalty programs really build loyalty?" Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-729.
Full textAbstract:
Background:
During the last decades the efforts to foster customer relationships have become important due to increased competition in the consumer markets. One of the most popular strategies have been to introduce customer loyalty programs which are believed to enhance the customer loyalty. The popularity of the customer loyalty programs is based on the beliefs that loyal customers are lucrative and these programs would bond the customers to the company. More recently however, the discussion whether these statements are accurate has started to blossom. Loyal customers are not necessarily as profitable as believed and it is not easy for companies to gain competitive advantage because almost all companies have similar customer clubs.
Purpose:
This thesis evaluates through a case study of a Swedish retail company whether customer loyalty programs manage to create loyalty among their members. Appropriate features of loyalty will be examined with the intention to evaluate whether there exists other factors outside the loyalty programs that are also influencing the creation of loyalty.
Method:
A qualitative study was conducted to answer the purpose of the thesis. Within the case study several semi-structured interviews were carried out with INTERSPORT and 20 telephone interviews with INTERSPORT customers. Empirical material was analyzed with a reflection to the theoretical framework and the research questions.
Conclusions:
Customer loyalty programs can enhance the creation of loyalty, but should be seen as a complement to other aspects of the business, namely, the product line, the customer service and the store concept. However, sustainable customer loyalty is difficult to obtain because many customers today are loyal to several companies instead of one.
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Davis, William John Gronow. "Investigating customer loyalty programmes : evolving to true customer loyalty." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/85164.
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Customer loyalty programmes are widely regarded by companies as an effective means of achieving a strategic advantage over competitors and as a highly-effective platform to build lasting relationships with their most-valued customers. However, in today’s fast-paced world and loyalty-mature marketplace, customer loyalty programmes are showing signs of limited sustainability. Companies are starting to realise the importance of focusing on deeper, more meaningful, relevant and mutually-beneficial relationships with their customers in an attempt to sustain brand loyalty. The process of developing true customer loyalty involves companies adding extraordinary human level customer treatment.
The purpose of this study is to explore whether customer loyalty programmes are developing true customer loyalty amongst customers. This research study explicitly investigates the views, attitudes, beliefs and perceptions of consumers partaking in customer loyalty programmes. At the outset of the study a literature review was conducted to explore and discuss literature pertaining to the key concepts of this study, namely customer loyalty programmes and true customer loyalty. This research study initially made use of a qualitative research method in the form of a focus group. The findings from the focus group contributed to the design of the questionnaire for the survey. A survey formed the quantitative component of the research. The survey questionnaire was distributed by means of a mall intercept to shoppers in a predetermined shopping mall. The ordinal data was analysed using descriptive and inferential statistical methods.
The analysis indicated a marked disconnect between customer loyalty programmes and true customer loyalty. Customer loyalty programmes are generally regarded by customers as discount drivers rather than loyalty drivers. Customers indicated superior service, quality, trust and aligned values as key drivers in developing true customer loyalty. The majority of respondents stated that their selected customer loyalty programme was not developing true customer loyalty. The study provides a clear indication that customer loyalty programmes are not shifting attitudes that lead to ongoing behavioural change such as motivating multiple purchases.
A key recommendation resulting from this study is for companies to develop customer-centric loyalty programmes that sincerely consider the needs of the customer, rather than merely attempting to drive sales through discount initiatives masked as customer loyalty programmes.
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Ow, Caryn. "A qualitative analysis of the loyalty building attributes of customer loyalty programs on gaining loyalty to brands." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2001. https://ro.ecu.edu.au/theses/1059.
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A paradigm shift from mass marketing to the concentrated focus on one-to-one marketing has led to a barrage of tactical strategies to instill long-tern consumer loyalty among organisations' most valued customers. At the forefronts of these strategies are customer loyalty programs. Since the inception of the first loyalty program, AAdvantage in 1981, the marketplace has seen a proliferation of these programs across a widening range of industries. Not surprisingly, this has led to significant interest in customer loyalty programs among academics and practitioners. Despite the skepticism of academics relating to the effects of loyalty programs, many organisations have allocated a large amount of the or marketing budgets to developing, implementing and maintaining customer loyalty programs in the hope of generating long-term loyalty in customers. To date, current evaluations of customer loyalty programs have assessed the effects of these programs by focussing on behavioural measures (such as repeat purchases) and on economic outcomes (such as market share, penetration and share of wallet.) While these traditional measures have contributed to the understanding of consumer loyalty and evaluations of a program’s success, it has been recognised by researchers that the measures are inadequate to determine and explain the loyalty-building attributes of loyalty programs. Moreover, studies from the viewpoint of consumers remain lacking. In an attempt to bridge the gap, this qualitative study explores the attributes of customer loyalty programs that result in consumer loyalty to brands from the perspective of the consumer. The fundamental significance of this study is the integration of the behavioural and the attitudinal theoretical approaches used to investigate these attributes. In addition to this integrative approach, the study incorporates theories from relationship marketing. The components of loyalty and attributes of loyalty programs that were investigated were drawn from an extensive review of the brand loyalty, relationship marketing and customer loyalty program literatures. These components and attributes were deemed to be the most significant in establishing long-term consumer loyalty. The data for this qualitative study were derived from twenty-four semi-structured focused interviews with consumers who qualified as members of customer loyalty programs. The tentative conclusions drawn from this research are that from consumer’s points of view: (i) the act of loyalty is exhibited by the continual repeat purchase of the same product from the same store, (ii) the key to a successful customer loyalty program is the implementation of a program that is flexible to its members, (iii) the key to a defensive orientated loyalty program is a good incentive structure and an effective communication program, and (iv) the development and sustenance of a relationship between a consumer and an organisation is vital to the brand loyalty process. The results of this exploratory study provide a deeper understanding of the customer loyalty program phenomenon and the identification of program attributes that result in long-term consumer loyalty from the perspective of consumers. This research highlights that further investigation is required into the loyalty-building attributes of customer loyalty programs, and this will be central to the development of loyalty programs that satisfy consumers and effectively establish long-term loyalty to brands.
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Behrami, Faton, and Mikael Jonasson. "Kundlojalitet : en studie om vilken påverkan de demografiska aspekterna har på kundens lojalitet mot sin bank." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-11008.
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In Sweden today almost all people are connected to a bank in some way. It can range from loans, savings, shares, etc. They have a current account where salaries, student aid etc. is paid. Due to the large selection of banks, it has become more important for banks to be competitive in their services to their customers so they don’t change bank. This has led to that more and more banks are trying to get their customers to be more loyal to the bank by being more competitive. Loyalty is the result of several interrelated factors such as customer satisfaction and service. This leads to the purpose of this study to investigate if the demographic aspects have any influence on loyalty. Through a questionnaire survey, this study examined whether there is an influence of the demographic aspects on loyalty. The questionnaire consisted of questions based on previous research. It was distributed to people in Kristianstad on three different locations. Overall response rate to the questionnaires distributed gave us a participation of 110 respondents. The results were then statistically processed in order to test if there is a significant difference in loyalty within the various demographic aspects. According to this study, we could not find any differences in the demographic aspects. However, we were able to find small differences in the mean values between the different groups in the demographic aspectsI dagens Sverige är i stort sett alla personer på något sätt kopplade till en bank. Det kan vara alltifrån lån, sparande, aktier m.m. Nästan alla personer i dagens Sverige har ett transaktionskonto dit lön, studiemedel m.m. utbetalas. På grund utav det stora utbudet av banker har det blivit viktigare för bankerna att vara konkurrenskraftiga i sina tjänster till sina kunder så att de inte byter bank. Detta har medfört att fler och fler banker satsar mycket resurser på att få sina kunder att bli lojala mot banken. Lojalitet är resultatet utav flera sammanhängande faktorer som exempelvis kundnöjdhet och service. Detta leder till uppsatsens syfte att undersöka ifall de demografiska aspekterna har påverkan på lojalitet. Genom en enkätundersökning har denna studie undersökt ifall det finns en påverkan av de demografiska aspekterna på lojalitet. Enkäten bestod av frågor som grundar sig på tidigare forskning. Den delades ut till personer i Kristianstad vid tre olika tillfällen. Totala svarsfrekvensen på de utdelade enkäterna gav oss ett deltagande på 110 respondenter. Resultaten har sedan bearbetats statistiskt för att testa ifall det råder signifikanta skillnader på lojalitet inom de olika demografiska aspekterna. Enligt denna studie kunde vi inte påvisa några skillnader inom dem demografiska aspekterna. Däremot kunde vi urskilja små skillnader i medelvärdena mellan de olika grupperna i de demografiska aspekterna.
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Peloso, Antony Frederick. "The antecedents of the employee loyalty-customer loyalty relationship." Thesis, Queensland University of Technology, 2005. https://eprints.qut.edu.au/16028/1/Antony_Peloso_Thesis.pdf.
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Increasing and maintaining customer loyalty has been shown to enhance service firm profitability. This research focuses on the antecedents of customer loyalty in a large
national North American banking organisation, in particular the relationship between employee loyalty and customer loyalty, and further within the organisation, the antecedents of the employee loyalty-customer loyalty relationship. Thus the current research investigates the chain of events from managerial actions to customer loyalty with the aim of identifying relevant managerial practices and their influences within the organisation that lead to customer loyalty.
The research provides tangible evidence supporting the importance of providing
organisational resources to increase employee loyalty as a means of increasing customer
loyalty in service organisations. To achieve this goal, the study suggests that a
comprehensive set of managerial practices will enhance an organisation's service climate,
foster positive employee attitudes and behaviours in relation to service provision, that
impact on employee loyalty, service quality, and ultimately customer loyalty. These practices include support provided by senior leadership, the provision of resources that facilitate effective work practices, a positive management orientation on customers, and the use of employee evaluation and remuneration based on service-oriented behaviours and attitudes. By instituting these managerial practices, management can increase employee perceptions of self-efficacy, employees' beliefs in the abilities to perform well in their jobs, increase employee satisfaction, which in turn drive employee loyalty.
These managerial practices also enhance the favourable nature of the organisation's
service climate so that customer perceptions of service quality are likely to be more positive.
Overall the study provides evidence to support the existence of a chain of events from
managerial actions to employee and customer loyalty intentions. Evidence also exists to
support the relationship between employee loyalty and customer loyalty, so that higher
levels of loyalty within service a service organisation can potentially lead to higher levels of customer loyalty.
The implications of the research are that management within service organisations can
impact customer loyalty by focussing directly on service delivery issues and by providing a favourable service climate. Managers can also influence employee beliefs about their
abilities to do their jobs and the level of satisfaction employees have within those
organisational roles.
The study also suggests that a service organisation's service climate is an important
mechanism by which management can communicate to both employees and customers that a customer orientation is a primary managerial imperative. Finally, the study provides valuable insight into the processes by which employees perceive managerial orientation and support, and how those perceptions influence customer perceptions of service quality and impact on their loyalty intentions towards service organisations.
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Peloso, Antony Frederick. "The antecedents of the employee loyalty-customer loyalty relationship." Queensland University of Technology, 2005. http://eprints.qut.edu.au/16028/.
Full textAbstract:
Increasing and maintaining customer loyalty has been shown to enhance service firm profitability. This research focuses on the antecedents of customer loyalty in a large
national North American banking organisation, in particular the relationship between employee loyalty and customer loyalty, and further within the organisation, the antecedents of the employee loyalty-customer loyalty relationship. Thus the current research investigates the chain of events from managerial actions to customer loyalty with the aim of identifying relevant managerial practices and their influences within the organisation that lead to customer loyalty.
The research provides tangible evidence supporting the importance of providing
organisational resources to increase employee loyalty as a means of increasing customer
loyalty in service organisations. To achieve this goal, the study suggests that a
comprehensive set of managerial practices will enhance an organisation's service climate,
foster positive employee attitudes and behaviours in relation to service provision, that
impact on employee loyalty, service quality, and ultimately customer loyalty. These practices include support provided by senior leadership, the provision of resources that facilitate effective work practices, a positive management orientation on customers, and the use of employee evaluation and remuneration based on service-oriented behaviours and attitudes. By instituting these managerial practices, management can increase employee perceptions of self-efficacy, employees' beliefs in the abilities to perform well in their jobs, increase employee satisfaction, which in turn drive employee loyalty.
These managerial practices also enhance the favourable nature of the organisation's
service climate so that customer perceptions of service quality are likely to be more positive.
Overall the study provides evidence to support the existence of a chain of events from
managerial actions to employee and customer loyalty intentions. Evidence also exists to
support the relationship between employee loyalty and customer loyalty, so that higher
levels of loyalty within service a service organisation can potentially lead to higher levels of customer loyalty.
The implications of the research are that management within service organisations can
impact customer loyalty by focussing directly on service delivery issues and by providing a favourable service climate. Managers can also influence employee beliefs about their
abilities to do their jobs and the level of satisfaction employees have within those
organisational roles.
The study also suggests that a service organisation's service climate is an important
mechanism by which management can communicate to both employees and customers that a customer orientation is a primary managerial imperative. Finally, the study provides valuable insight into the processes by which employees perceive managerial orientation and support, and how those perceptions influence customer perceptions of service quality and impact on their loyalty intentions towards service organisations.
7
Eriksson, M., and C. Schuster. "Customer loyalty in Internet banking." Thesis, Kristianstad University College, School of Health and Society, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-4808.
Full textAbstract:
In the recent years the way to do banking has changed. Internet banking has grown and a lot of niche banks working mainly with the Internet as a medium has entered the Swedish bank market. How to keep the customer loyal online in a very competitive environment has become a main question for the banks.
The aim of this dissertation is to test what factors impact bank customer loyalty in an online environment. A positivistic research philosophy, a deductive research approach, an explanatory purpose and a quantitative research method are adopted for the research.
It was found that customer satisfaction, corporate image and brand reputation and generation are factors that impact bank customer loyalty online. Switching costs, perceived service value and commitment show tendencies to impact bank customer loyalty online.
Since little research has been done on the topic bank customer loyalty, this dissertation may be of interest for researchers on customer loyalty and also for research on online loyalty for service companies. Moreover, the findings can be used as guidance for banks that want to develop their online banking and want to make sure they do everything possible to have loyal customers.
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Van, La Khanh. "Customer loyalty in web-based retailing." [Melbourne] : RMIT University, 2005. http://adt.lib.rmit.edu.au/adt/uploads/approved/adt-VIT20070108.150426/public/02whole.pdf.
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Bae, Young Han. "Three essays on the customer satisfaction-customer loyalty association." Diss., University of Iowa, 2012. https://ir.uiowa.edu/etd/3255.
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The association between customer satisfaction and customer loyalty is one of the most central relationships for marketing theory and practice. To improve our understanding of this essential relationship in marketing, we develop a comprehensive and flexible theoretical framework for analyzing the association between customer satisfaction and customer loyalty, which simultaneously incorporates heterogeneity in the possible dimensions of competitive settings. This theoretical framework is grounded by more than 40 years of academic and practitioner research on the association between these two constructs, which allows us to more precisely examine the true nature of the association between satisfaction and loyalty by incorporating competitive setting heterogeneity. In addition, we test our theoretical framework by estimating a 3-level empirical hierarchical linear model, using American Customer Satisfaction Index data and several customer, firm and industry characteristics.
Our findings indicate that the true nature of the association between satisfaction and loyalty is significantly influenced by competitive setting differences. Accounting for such differences allows firms and managers to significantly increase their ability to effectively convert satisfaction investments into loyalty. Also, we identify important trade-offs between the intercept and slope of the association between the two metrics, indicating that firms' incentives to invest or not in satisfaction differ dramatically across industries. Depending on the shape of their satisfaction-loyalty curve, firms can obtain a certain level of loyalty by indirectly choosing how much to invest in satisfaction. Therefore, customer satisfaction must be treated as an endogenous variable. In our subsequent analysis, we control for both satisfaction endogeneity and competitive settings heterogeneity using a Two-Stage Least Squares 3-level hierarchical linear model, correcting the standard error estimates via a jackknife procedure. This research provides precise, important theoretical and managerial insights, and broadens our understanding of the essential features of the satisfaction-loyalty relationship.
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So, Kam Fung. "An Investigation of the Role of Customer Engagement in Strengthening Service Brand Loyalty." Thesis, Griffith University, 2013. http://hdl.handle.net/10072/368139.
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For years, the development and maintenance of brand loyalty has been the ultimate goal of the marketing activities of many organisations (Dick & Basu, 1994; Fournier & Yao, 1997), and the significant benefits firms derive from strong brand loyalty have led to numerous studies investigating its formation. Previous loyalty research, which has mainly examined key marketing concepts such as service quality, customer satisfaction and perceived value as loyalty antecedents, has contributed significantly to the current understanding of the influence of transaction- related drivers of loyalty. However, the growth of the Internet and the emergence of new media channels have provided firms with an effective platform for customer interaction, enabling service brands to develop and maintain connections with customers beyond the service encounter. As a result, marketing scholars and practitioners increasingly recognise that brand loyalty can be built through a range of behaviours conceptualised as “customer engagement”.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Nacif, Roberta C. "Online customer loyalty : forecasting the repatronage behavior of online retail customers /." Wiesbaden : Dt. Univ.-Verl, 2003. http://www.gbv.de/dms/zbw/374160546.pdf.
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Jonathan, Gideon Mekonnen, and Anna Kapetanakis. "How can loyalty programmes improve brand loyalty?" Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19934.
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Title: How can loyalty programmes improve brand loyalty? Level: Final assignment for Master Degree in Business Administration Author: Anna Kapetanakis, and Gideon Mekonnen Jonathan Supervisor: Sarah Philipson (Assistant Professor) Date: June, 2015 Aim: To investigate how customers loyalty can be improved through loyalty programmes. Method: Mixed approach, both qualitative and quantitative data, is chosen for this study. The qualitative data using telephone interviews with customers and the firm was carried out at the beginning of the study to formulate the survey. Online survey with closed questions, based on responses from the qualitative interviews and the theoretical framework, was designed and sent to 3500 potential respondents. The contact list from IvyWear’s CRM database was used to distribute the survey. 309 respondents (9%) completed the survey, which was available online for 7 days. The quantitative data was analysed using descriptive statistics and cluster analysis. Result & Conclusions: The empirical data and analysis has shown that IvyWear customers can be categorised as “true loyals”, “latent loyals”, “spurious loyals”, and “not loyals”. It was also found that “bonuses and points” are the most preferred reward among customers that can be used to improve loyalty toward IvyWear. Suggestions for future research: The findings may not reflect brand loyalty and effects of loyalty programmes on loyalty beyond the clothing retail industry. Comprehensive study covering other industries and targeting respondents outside membership registers would provide deeper understanding of brand loyalty among customers. Contribution of the thesis: The study adds to the debate on loyalty programmes and how members of these programmes can be managed in the way that they can not only choose the brand, but also attract new customers through positive word of mouth. The results are particularly important for managers and marketers in the retail industry, who are under pressure to show the benefits of loyalty programmes. The results will be invaluable in the design of loyalty programmes to impact on the long-term profitability of firms.
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Chu, Cheok Mei. "Customer loyalty in the hotel industry." Thesis, University of Macau, 2003. http://umaclib3.umac.mo/record=b1636644.
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Van, La Khanh, and khanh van la@rmit edu au. "Customer Loyalty in Web-based Retailing." RMIT University. Management, 2006. http://adt.lib.rmit.edu.au/adt/public/adt-VIT20070108.150426.
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E-commerce is increasingly recognised as an integrated, rather than independent, part of the retail industry. As online competition grows and online marketing activities intensify, the importance of customer loyalty in e-retailing has also taken central stage in marketing research. This study explores the nature and characteristics of e-loyalty and its direct and indirect antecedents. Drawing from the literature on customer loyalty in the traditional, offline business context, it contends that e-loyalty is determined primarily by the quality of the relationship between an Internet retailer and its customers, and the customers' overall satisfaction with the retailer. Relationship quality, in turn, is influenced by the levels of perceived safety, trust and commitment that customers have in relation to their retailer, while service quality, Web site quality and value perception contribute to overall customer satisfaction in this context. Thus, relationship quality and overall satisfaction mediate the relationship between e-loyalty and its indirect predictors. To test these relationships, over 500 customers of four Australian Internet retailers were surveyed online. The questionnaire contains 92 indicators that have been either employed in prior research, or newly developed based on existing theory. These indicators were first factor analysed to determine the underlying dimensions of the research constructs. The relationships between these constructs were subsequently tested using structural equation modelling (SEM). In general, most hypothesised relationships were well supported, suggesting a consistency in the relationships between these constructs across online and offline settings. To this extent, the results indicate that existing offline marketing theories can provide a platform to create a body of knowledge pertinent to Web-based marketing. The results of the analysis, however, also show that not all hypothesised relationships could be upheld. Also, the findings indicate that the dimensionality of some constructs differs, to varying degrees, from what is reported in prior studies. These suggest that online consumer perception and behaviour are likely to differ, in some way, from those in the offline context, signalling a need for more context-specific research into this domain. On the whole, the study confirms the existence and benefits of customer loyalty in online retailing. In addition, it identifies four underlying dimensions of e-loyalty. Dimension 1 comprises behaviours commonly cited as the most prominent and beneficial indicators of customer loyalty (such as repurchase behaviour and word-of-mouth communication). Dimension 2 reflects the level of attachment that loyal customers feel towards their retailers. Dimension 3 indicates customer willingness to adjust their consumption patterns in favour of the retailer's range of offerings. The last dimension is related to customer willingness to move beyond a pure buyer-seller relationship, and to engage in partner-like behaviours (e.g., tolerating mistakes and providing feedback). With regard to relationships between the research constructs, the SEM results confirm that service quality, web site quality, and value perception are major predictors of overall satisfaction, while trust and commitment, but not safety perception, are antecedents of relationship quality. E-loyalty is not found to be significantly affected by overall satisfaction, whereas relationship quality only has a slightly noticeable impact on this construct. The findings thus fail to support the notion that customer satisfaction and relationship quality are two major antecedents of e-loyalty. The results also do not support the speculation that satisfaction and relationship quality are the main mediators of the relationship between e-loyalty and its primary antecedents. On the contrary, e-loyalty is found to be influenced directly by customer commitment, value perception and service quality, and indirectly by Web site quality, safety perception and trust. With online shopping growing in popularity, insights into the dimensionality of e-loyalty, as well as the factors that engender e-loyalty, can provide a useful framework on which appropriate marketing strategies could be developed to enhance the loyalty of online shoppers. To this extent, findings from this research are meaningful not only for marketing academics but, also, for Internet retailers.
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Onisimchuk, Mariya, Марія Василівна Онісімчук, Oleksandra Kabluchko, and Олександра Максимівна Каблучко. "Logistics approach to forming customer loyalty." Thesis, National Aviation University, 2021. https://er.nau.edu.ua/handle/NAU/50552.
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1. Loialnost klyentov. Kak vystroyt systemu loialnosty k kompanyy. Available at https://livetex.ru/blog/2019/03/loyalnost-klientov/ (last accessed 21.03.2019)
2. What is Customer Loyalty: Definition and Guide. Available at https://sendpulse.com/support/glossary/customer-loyalty (last accessed 19.03.2019)
3. What is customer loyalty? Available at https://www.qualtrics.com/experience-management/customer/customer-loyalty/In the modern world the problem of customer loyalty become more popular. In order to achieve the desired results, different companies resort to wrong actions, which only worsens the relationship with the client. A loyal customer is a satisfied customer who remains loyal to the company.
У сучасному світі проблема лояльності споживачів стає більш популярною. Для досягнення бажаних результатів різні компанії вдаються до неправильних дій, що лише погіршує відносини з клієнтом. Постійний клієнт - це задоволений клієнт, який залишається відданим компанії.
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Lönnevik, Helena, and Fiorella Piedra. "Luxury Customer Relationship Management : Customer loyalty through a luxury perspective." Thesis, Linköpings universitet, Institutionen för ekonomisk och industriell utveckling, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-72857.
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Bakgrund och problemdiskussion: Lyxvarumärkesföretag har börjat undersöka implementering av en strategi som erbjuder livslångt kundvärde. De har även visat intresse som tyder på att de vill tillämpa CRM-policys men är osäkra till hur stor del den går att tillämpa inom lyxindustrin. Vi har med inspiration från artikeln ”Is CRM for Luxury brands?” Cailleux, Mignot & Kapferer (2009) konstaterat att det existerar ett problem med den traditionella CRM som inte förstår ”luxury management” och de exakta implikationerna. Då begreppet CRM anses vara otillräcklig samt bristande vid tillämpning på lyxvarumärken anser vi att CRM inte är en optimal affärsstrategi för den sortens företag. Syfte: Vårt syfte med studien är att förstärka och komplettera CRM ur ett lyxperspektiv. Ambitionen är att utveckla existerande teori samt skapa en modell som är anpassad för lyxvarumärkesföretag. Vidare vill vi även tydliggöra de skillnader som existerar mellan klassisk CRM och LCRM. Metod: Uppsatsen har en teoretisk utgångspunkt och behandlas ur en kvalitativ metod tillsammans med respondenter från fallföretaget som besitter gedigen erfarenhet och ansvarspositioner inom lyxindustrin. Slutsats: CRM är inte en tillräcklig strategi att applicera mot lyxvarumärkesföretag då den inte är justerad för att tillgodose lyxvarumärkesföretagens plattform. Den utvecklade teorin LCRM har testats genom en empirisk studie och verifierats till att vara en lämplig strategi för lyxvarumärkesföretag. Genom en tillämpning av LCRM kan lyxvarumärkesföretag nå en ökad kundlojalitet ur ett långsiktigt perspektiv.Background and problem discussion: Luxury brands have begun to explore the benefits of an approach to create lifelong customer value. They have also shown interest in implementing CRM policies but are unsure how suitable it is for their market. The article “Is CRM for luxury brands?” Cailleux, Mignot & Kapferer (2009) has been used as an inspiration in this study as the article has found that the existing traditional CRM does not understand "luxury management" and the precise implications, i.e., how luxury brands want to expand while maintaining their prestige. Since the concept of CRM is considered to be insufficient and inadequate for the purposes of luxury brands, we believe that CRM is not an optimal business strategy for the type of business. Purpose: The purpose with this study is to enhance and supplement the strategy CRM to meet the luxury industry needs. The ambition is to develop existing theory and create a model that is suitable for luxury brands. Further, the purpose is to clarify the differences between CRM and LCRM. Method: The paper is theoretically based with a qualitative approach with respondents in leader positions and extensive experience within the luxury industry. Conclusion: CRM is an insufficient strategy to apply for businesses within the luxury industry because it does not understand the platform of a luxury brand. The developed theory LCRM has been tested through an empiric study and has been verified as a suitable strategy to apply for luxury brands. Through an implementation of LCRM luxury brands can achieve a higher customer loyalty in the long run.
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Kolod, Steffen. "Customer reward programmes and customer loyalty in a German agribusiness." Thesis, Heriot-Watt University, 2015. http://hdl.handle.net/10399/3239.
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This research addressed the benefits of the introduction of a customer reward programme in the German agribusiness industry. It analysed whether such a reward programme improves a company’s competitive advantage. Customer loyalty, revenues, profit contribution and acquisition of customer information were identified as relevant parameters to contribute to the research objective. The samples were taken from customers of a world leading company in the agribusiness industry with about 28.000 employees. Interviews were conducted to gather information on above mentioned parameters. 2.500 customers and leading marketing people of the sample company delivered relevant information during these interviews. On top of that databases and official government statistics were used. Regarding customer loyalty a net promoter score was calculated for members and non-members of the customer reward programme of the sample company. A Likert scale was used to calculate a net promoter score to make a judgement on customer loyalty. Using a Likert scale for this kind of analysis presents a novelty to the research community. For the other parameters (revenue and profitability) a significance test was performed for members and non-members as well. For profitability considerations market shares had to be analysed. The analysis of market shares was done for the sample company but also for main competitors with a significant association between membership in a customer rewards programme and size of the market share. The customer information parameter was analysed using qualitative interviews with leading marketing people of the sample company and official databases. As a result significant associations between membership in the programme and the individual parameters were identified. This led to the conclusion that the introduction of a customer reward programme is worthwhile in the German agribusiness industry and it was concluded that there is most likely a general pattern behind these findings. Based on the research results a company is advised to introduce a customer reward programme especially if competitors have already done so.
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Amarsanaa, Bolor, and Joshua Anjorin. "Mobile Marketing : Study of ICA - Correlation between mobile marketing and customer loyalty." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-11766.
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ABSTRACT Title: Mobile Marketing: Study of ICA – Correlation between mobile marketing and customer loyalty Level: Master Degree in Business Administration Authors: Bolor Amarsanaa and Joshua Anjorin Supervisor: Ernst Hollander Date: 2012 – January Aim: Having loyal customers is a key for successful organizations. There is increased complexity and competitiveness in the market place as regards to what companies need to do and how to do them in meeting the needs of customers. Is that why companies today are exploring the potentials of mobile phones to ultimately earn customers’ loyalty? However, there is not much research done in this area, especially in finding correlation between mobile marketing and customer loyalty. Thus, this research aims to examine correlation between mobile marketing and customer loyalty. Method: Data collection methods included literature reviews, a questionnaire and interviews. These were analysed by hypothesising, comparing with theories, and the use of descriptive analysis, correlation, and other methods presented as discussions, tables, and charts. Results & Conclusions: The theoretical and empirical research findings show that customer loyalty is positively related with mobile marketing. Use of mobile marketing such as mobile application, mobile web and SMS can perhaps enhance customer loyalty by meeting the demand of customers; increasing interaction and communication with customers; and increasing customer satisfaction. However, due to the research limitations and due to the fact that mobile marketing is a relatively new field of study, it needs some more time and more extensive research to make a general assumption about relationship between them and the strength of such relationship. Suggestions for future research: For further research, more extended research with broader samples is essential. It will be also crucial to investigate how much of an effect mobile marketing has on customer loyalty by scrutinizing company’s cost and profit measurements of mobile marketing besides opt-in and opt-out measurements of customers. Contribution of the thesis: We hope that this research has scratched the surface to this new field of study and made an addition to existing theory. It also stirs up interests in the emerging research on mobile marketing’s untapped potentials. Key words: Mobile Marketing, Customer loyalty, mobile phone, customer satisfaction, communication with customers.
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Sharp, Byron Malcolm. "Evaluating the impact of a loyalty program on brand loyalty : can loyalty programs produce deviations from established 'Dirichlet' patterns of repeat-purchase? /." Title page, contents and abstract only, 1999. http://web4.library.adelaide.edu.au/theses/09PH/09phs5308.pdf.
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Follin, Sara, and Viktoria Fransson. "The impact of gender and age on customer loyalty : A quantitative study of Swedish customers’ experiences of a loyalty program." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-28596.
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Title The impact of gender and age on customer loyalty – a quantitative study of Swedish customers’ experiences of a loyalty program Authors Sara Follin & Viktoria Fransson Background Building customer relationships could be done by using loyalty programs; programs which involves activities for enhancing customer loyalty (Ou, Shih, Chen & Wang, 2011). To use loyalty programs as relationship marketing tactics has become popular and it is frequently used in the grocery retailing industry (Noble & Phillips, 2004). Customer loyalty differences might be influenced by customers’ gender and age (Kuruvilla, Joshi & Shah, 2009; Patterson, 2007). It is expected that females tend to be more loyal than males, and that older customers tend to be more loyal than younger generations (Patterson, 2007; Ndubisi, 2007). Purpose The purpose of this study is to describe the impact of gender and age on customer loyalty in the grocery retailing industry. Theory & Concepts Relationship marketing, Loyalty program, Customer loyalty, Gender differences in customer loyalty, Age differences in customer loyalty Methodology This is a descriptive study with a quantitative and deductive research approach. The research strategy was survey, and data was collected from 216 respondents through a questionnaire. Data was collected around the loyalty program Willys+, which formed the sample of this study. Conclusion Customers’ gender could be one variable influencing and impacting customer loyalty, however age is not. Gender impacting customer loyalty, could be explained by potential differences in how females and males choose to shop in store as well as by the fact that the majority of the members in the loyalty program were females. Loyalty among customers belonging to different age group did not have any significant differences.
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Selivanova, Olga. "Building Loyalty in Consumer Markets." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-18103.
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In the first chapter this thesis summarizes all different viewpoints of marketers and other experts in business concerning customer loyalty definition. The second chapter discusses a role customer loyalty plays in business of companies. By selecting appropriate definition of customer loyalty, the purpose of this thesis would be to describe all benefits associated with customer loyalty and suggest solution for their expression in economic terms. These topics are discussed in Chapter 3 and 4. In addition in Chapter 5 and Chapter 6 management of customer loyalty and its determinants will be introduced. By selecting those determinants, which are hidden behind customer motivations to purchase company's products or services, and by managing them, company is able to build customer loyalty and enjoy all associated benefits in a form of increased profitability of its business. Finally in the last chapter loyalty programs and their management are discussed, because they are often used as tools to encourage customer loyalty. All these findings are demonstrated in a case study of Palac Flora, a shopping mall in Prague, which introduced its loyalty program a couple of years ago. The final part of this thesis is devoted to conclusion and bibliography.
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Jansson, Erika, and Maria Letmark. "Customer Loyalty in an Internet Banking Context." Thesis, Södertörn University College, School of Business Studies, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-354.
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The importance of Internet in banking increases as more people use Internet as their main channel in contacts with their bank. This poses both possibilities and threats to the bank and having loyal customers become more important. To enhance our understanding of customer loyalty in an Internet banking context we have made interviews and constructed a questionnaire, based on a theoretical ground consisting of loyalty and some concepts related to loyalty. The respondent rate was low, but we still mean that we can outline some tendencies on customer loyalty through this material.
During this research we have come to the conclusion that a deep understanding of the concepts constructing loyalty and cross-analyses of these, are inevitable for the understanding of how loyalty develops. We have found differences in attitudes and behaviour among customers depending on what communication channels they use, and the interviewed bank is also convinced that Internet should be used as a complementary channel to branch banking. Most customers are as a whole quite satisfied with their bank and intend to stay with it, but we have also found spurious customers that consider leaving despite feeling satisfied and recommending their bank to friends.
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Butcher, Kenneth John, and n/a. "Effects of Relational Outcomes on Customer Loyalty." Griffith University. School of Tourism and Hotel Management, 2000. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20050914.140054.
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Customer loyalty in services is the focus of the research. The research problem sought to determine both indirect and indirect effects of relational outcomes on customer loyalty, conceptualised as a psychological state. Relational outcomes are defined as: the thoughts, feelings, and relationships perceived by customers arising from the interaction with a service employee. This class of variable is differentiated from other relational factors such as the characteristics of the actors in the interaction and their behaviours. The effects of relational outcome antecedents were compared to service evaluation antecedents such as customer satisfaction, quality, and value. Customer loyalty was modelled as a psychological state and grounded in the unique characteristics of services. The pioneering work of Kingstrom (1983) was used as a basis for extending the literature. Customer loyalty is an important variable for both services marketing researchers and industry. Accordingly, the research was justified on both theoretical and managerial grounds. Four factors inspired the identification of the research gap: a lack of service loyalty research grounded in service characteristics, lack of studies that conceptualised loyalty as a psychological state, inadequacy of service evaluation measures to predict customer loyalty, and the perceived importance of social interaction to service outcomes. Data collection included pilot studies, re-analysis of published literature, and three major studies. In the first major study, 23 informants provided insights into the nature of three specific relational outcomes: friendship, social comfort, and social regard. The second study was a cross-sectional survey of 190 hair-dressing customers. The specific relationships between friendship, social regard, social comfort, value for money, service encounter satisfaction, perceived core service quality, and customer loyalty were established in this study. New scales were also developed for friendship, social regard, social comfort, and customer loyalty. A third study collected survey data from 406 customers of hairdressing salons, cafes, and naturopathic clinics. Hypothesised relationships were tested through three nested structural equation models. The results indicate that relational outcomes in general are important to customer loyalty. Their effects on loyalty as a psychological state are both direct and indirect. The strength of the effects of relational outcomes on loyalty compares favourably with the effects of service evaluation measures on loyalty. The construct of friendship between individual customer and service employee was found to be related significantly and positively with customer loyalty. The effect of personal friendship appears to have as strong an effect as perceptions of core quality and service encounter satisfaction. Another major finding was that the two relational outcomes of social comfort and social regard both had an indirect influence on customer loyalty. This effect was mediated through the service evaluation constructs of perceived core service quality and service encounter satisfaction. Social comfort affected both quality and satisfaction whereas social regard only influenced quality. However, the impact of social regard on core quality was substantial. Friendship was not found to have a significant relationship with either quality or satisfaction. These findings suggest that there is a temporal dimension to the influence of relational outcomes. Both social regard and social comfort appear to be more important in the early stages of customer-service provider interaction. It also appears that customers evaluate the core quality of everyday services such as hair salons, cafes, and naturopaths using social cues such as feeling well regarded. A further major finding was the lack of a significant relationship between value for money and psychological loyalty in both quantitative studies. Effects of quality, satisfaction, and friendship appear to be important to loyalty development whereas customer value is not. This finding suggests that value for money may be related directly to actual purchase behaviour or repurchase intentions rather than mediated through psychological feelings of loyalty. Hence, evaluations which reflect pricing considerations are less likely to be associated with psychological loyalty than more relationally oriented constructs. The findings indicate important implications for both marketers and researchers. Marketing strategists need to be clear about pursuing either a loyalty or a value for money strategy. The former may not result from the latter. Relational outcomes lead to psychological loyalty but their interactive effects operate differently. Friendship with a service employee provides a direct contribution to loyalty development. Whereas social regard and social comfort affect customers' evaluation of the service. Pursuing a relational strategy will have implications for the way frontline staff are selected and trained. Theoretical implications include: using the relational outcomes as a basis for middle range theory development, support for the linear-additive measurement approach, use of laddering techniques to determine relevant influencing variables, and additional explanatory power to the service recovery literature. In conclusion, a unidimensional construct of psychological loyalty, grounded in service characteristics, was developed, tested, and evaluated for wide application to service industries. Three specific relational antecedents: Friendship, social regard, and social comfort were found to be important to the development of customer loyalty. The research highlighted how these relational outcomes interacted with service evaluation measures to produce loyal customers. Accordingly, Kingstrom's (1983) work has been extended.
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Zolotareva, Evgeniya, and Anastasija Korotina. "Using Online Surveys to Improve Customer Loyalty." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26727.
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Webb, Valerie (Valerie Nichole). "Customer loyalty in the public transportation context." Thesis, Massachusetts Institute of Technology, 2010. http://hdl.handle.net/1721.1/58083.
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Thesis (S.M. in Transportation)--Massachusetts Institute of Technology, Dept. of Civil and Environmental Engineering, 2010.Cataloged from PDF version of thesis.
Includes bibliographical references (p. 125-128).
Public transportation agencies, much like other service industries, have a constant churn of their customer base. New customers are entering and current customers are defecting every day. Traditionally, efforts to increase this customer base have focused on attracting more first-time users. However, preventing the loss of customers to competitive modes, such as the auto, has many added benefits that are not often realized. Loyal customers provide recommendations to others, increase and diversify their use of the service, and do not require the acquisition costs associated with new customers. This study aims to develop a strategy to identify the key drivers of customer loyalty to public transportation agencies, using the Chicago Transit Authority (CTA) as a case study. Once these influencing factors have been identified for the general population, loyalty differences between key market segments can be tested and analyzed. Based on these results, specific areas of service provision can be targeted for improvement and marketing campaigns can be developed so that customer segments can be targeted based on which areas are most important to them. Factor analysis and structural equation modeling were used to create a customer loyalty model for the CTA. Factors identified as contributing to a rider's loyalty were problem experience, perceptions of service quality', service value, perceptions of CTA, and customer satisfaction.
(cont.) The results for the general population showed that the average customer bases their decision to continue to use the service in the future fairly evenly on perceptions of service quality, service value, and customer satisfaction with the remaining two factors playing only indirect roles. The most important factor for a customer to recommend the service to others is their perceptions Qf service quality. The model results were then applied to key market segmentations (captive vs. choice riders, riders with low vs. high accessibility to transit, and bus riders vs. rail riders) using ANOVA, MIMIC, and multiple group analysis. It was found that captive riders are highly sensitive to problem experience; they report experiencing more problems and those problems more strongly influence the rest of the loyalty model. Riders with high accessibility generally rate all model factors higher than those with low accessibility and are, in turn, more loyal. Finally, bus riders' loyalty is more highly affected by their perceptions of service quality which could stem from the unpredictability of bus service resulting from exogenous factors. By developing a more thorough understanding of what keeps their customers coming back, public transportation agencies can more effectively use their limited resources by growing a base of loyal customers, and in turn, increasing their revenues.
by Valerie Webb.
S.M.in Transportation
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Boonnark, Kittisorn. "Customer loyalty in health care relationship marketing." Thesis, Griffith University, 2022. http://hdl.handle.net/10072/412413.
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Relationship marketing stands at the frontline of marketing study and practice, in which the concept of customer loyalty is dominant. Likewise, health care, a human-centric form of service, is at the forefront of service sectors that warrant the enduring development of individuals, society, economy, and nation. Customer loyalty within the health care industry is explored by this research through the lens of relationship marketing. Transferring the marketing concepts into the health care domain requires the process which is complicated for many reasons due to the complexity of the context, as well as being a form of service that is highly personalized to suit the individual’s medical conditions, requirements, and expectations. Consequently, health care remains a unique area for marketing studies. Although a great deal of research has examined customer loyalty and health care marketing, the patient loyalty phenomenon has not been comprehensively conceptualized.
This study explores customer loyalty in the health care context, viewing through the lenses of relationship marketing approach. The research aims to understand and conceptualize the phenomenon of patient loyalty. Since health care services are complex and highly personalized, the context is recognized as a fertile field for conducting the research. The objectives of this research are: (1) to interpret and conceptualize the authentic perceptions of customer loyalty, (2) to explore the service attributes relating to the presence of patient loyalty, and (3) to identify the implications and impacts of customer loyalty in the health care domain.
A qualitative method, inductive approach, through the in-depth interview, was adopted to collect data from patients and medical personnel, reflecting perspectives and perceptions toward customer loyalty and relationship marketing in the health care industry. Data were collected from 30 patients and 22 medical personnel in Thailand.The patient interviewees were both inpatient and outpatient, in which the duration of hospitalizations and medical conditions were diverse. The medical personnel respondents were specialists, nurses, and pharmacists. Thematic analysis was conducted to analyze the interview transcripts using qualitative data analysis software in conjunction with manual coding.
The findings indicate that the presence of customer loyalty in the health care context is subject to the pre-existence of patient’s faith and trust, which are perceived as the robust definition of patient loyalty. Exclusively, this research uncovers the perception of customer loyalty in health care as the degree of faith that a patient has in health care providers. In the context of this study, individuals’ faith is representative of attitudinal loyalty, including intention to revisit and intention to recommend. Additionally, the concept of faith demonstrates the positive impact on the effectiveness of medical treatment. This research discovers that the perception of faith is also a determinant of patient loyalty to the health care provider. The results also unveil that attitudinal loyalty is impacted by a series of service attributes evaluated by customers during the use of medical services, including experience, service mind, patient care, and favorable feelings. This exploratory research enlightens that an engagement in customer loyalty and relationship marketing benefits patients and health care providers from both medical and managerial perspectives. The results also reveal the significant implications of customer loyalty and relationship marketing, impacting theoretical and practical contributions, based on both managerial and medical perspectives. This study concludes that the concept of customer loyalty and relationship marketing orientation are highly relevant and generate numerous desirable outcomes in the health care industry which benefit both service provider and recipient.The outcome of this study produces both theoretical and practical contributions. Theoretically, this thesis enhances the knowledge of customer loyalty by integrating the concept of faith into marketing literature to explain the patient loyalty phenomenon, in which the service attributes affecting customer evaluation are rationalized. Furthermore, the exploration of customer loyalty is conducted two-dimensionally from both health care providers’ and patients’ perspectives, which ensures the robustness of this research. Therefore, this study resulted in three theoretical contributions. First, customer loyalty in health care is conceptualized by informing a clear description of the concept. In the health care industry, customer loyalty, a form of emotional attachment, is different from a generic loyalty that applies to both goods and services. Another theoretical contribution involves clarifying a series of service attributes that customers assess throughout the health care journey with the model of the patient buying decision process which represents an empirical effort to capture the considerations of customers during the entire service journey. Third, this study clarifies the impacts and implications of patient loyalty and relationship marketing orientation in the health care industry. As demonstrated in this thesis, customer loyalty has important implications, including preferable medical outcomes and other impacts relating to the financial benefits of providers and the wellbeing of patients. Practically, this study encourages managerial implications for key stakeholders of the industry, including health care providers, public organizations (i.e., government-owned organizations), patients, and the overall service sector. The findings illustrate the benefits from long-term relationship orientation, which sustain the relationship between service provider and customer. This thesis provides informative findings which appropriately justify the cruciality of customer loyalty in health care relationship marketing.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Dept of Marketing
Griffith Business School
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Butcher, Kenneth. "Effects of Relational Outcomes on Customer Loyalty." Thesis, Griffith University, 2000. http://hdl.handle.net/10072/367110.
Full textAbstract:
Customer loyalty in services is the focus of the research. The research problem sought to determine both indirect and indirect effects of relational outcomes on customer loyalty, conceptualised as a psychological state. Relational outcomes are defined as: the thoughts, feelings, and relationships perceived by customers arising from the interaction with a service employee. This class of variable is differentiated from other relational factors such as the characteristics of the actors in the interaction and their behaviours. The effects of relational outcome antecedents were compared to service evaluation antecedents such as customer satisfaction, quality, and value. Customer loyalty was modelled as a psychological state and grounded in the unique characteristics of services. The pioneering work of Kingstrom (1983) was used as a basis for extending the literature. Customer loyalty is an important variable for both services marketing researchers and industry. Accordingly, the research was justified on both theoretical and managerial grounds. Four factors inspired the identification of the research gap: a lack of service loyalty research grounded in service characteristics, lack of studies that conceptualised loyalty as a psychological state, inadequacy of service evaluation measures to predict customer loyalty, and the perceived importance of social interaction to service outcomes. Data collection included pilot studies, re-analysis of published literature, and three major studies. In the first major study, 23 informants provided insights into the nature of three specific relational outcomes: friendship, social comfort, and social regard. The second study was a cross-sectional survey of 190 hair-dressing customers. The specific relationships between friendship, social regard, social comfort, value for money, service encounter satisfaction, perceived core service quality, and customer loyalty were established in this study. New scales were also developed for friendship, social regard, social comfort, and customer loyalty. A third study collected survey data from 406 customers of hairdressing salons, cafes, and naturopathic clinics. Hypothesised relationships were tested through three nested structural equation models. The results indicate that relational outcomes in general are important to customer loyalty. Their effects on loyalty as a psychological state are both direct and indirect. The strength of the effects of relational outcomes on loyalty compares favourably with the effects of service evaluation measures on loyalty. The construct of friendship between individual customer and service employee was found to be related significantly and positively with customer loyalty. The effect of personal friendship appears to have as strong an effect as perceptions of core quality and service encounter satisfaction. Another major finding was that the two relational outcomes of social comfort and social regard both had an indirect influence on customer loyalty. This effect was mediated through the service evaluation constructs of perceived core service quality and service encounter satisfaction. Social comfort affected both quality and satisfaction whereas social regard only influenced quality. However, the impact of social regard on core quality was substantial. Friendship was not found to have a significant relationship with either quality or satisfaction. These findings suggest that there is a temporal dimension to the influence of relational outcomes. Both social regard and social comfort appear to be more important in the early stages of customer-service provider interaction. It also appears that customers evaluate the core quality of everyday services such as hair salons, cafes, and naturopaths using social cues such as feeling well regarded. A further major finding was the lack of a significant relationship between value for money and psychological loyalty in both quantitative studies. Effects of quality, satisfaction, and friendship appear to be important to loyalty development whereas customer value is not. This finding suggests that value for money may be related directly to actual purchase behaviour or repurchase intentions rather than mediated through psychological feelings of loyalty. Hence, evaluations which reflect pricing considerations are less likely to be associated with psychological loyalty than more relationally oriented constructs. The findings indicate important implications for both marketers and researchers. Marketing strategists need to be clear about pursuing either a loyalty or a value for money strategy. The former may not result from the latter. Relational outcomes lead to psychological loyalty but their interactive effects operate differently. Friendship with a service employee provides a direct contribution to loyalty development. Whereas social regard and social comfort affect customers' evaluation of the service. Pursuing a relational strategy will have implications for the way frontline staff are selected and trained. Theoretical implications include: using the relational outcomes as a basis for middle range theory development, support for the linear-additive measurement approach, use of laddering techniques to determine relevant influencing variables, and additional explanatory power to the service recovery literature. In conclusion, a unidimensional construct of psychological loyalty, grounded in service characteristics, was developed, tested, and evaluated for wide application to service industries. Three specific relational antecedents: Friendship, social regard, and social comfort were found to be important to the development of customer loyalty. The research highlighted how these relational outcomes interacted with service evaluation measures to produce loyal customers. Accordingly, Kingstrom's (1983) work has been extended.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Tourism and Hotel Management
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Basmanji, Jacqueline Sarah, and Molina Angelica Rodriguez. "Customer loyalty in rural grocery stores : - a comparative study of Swedish and Spanish customers." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-26316.
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Purpose – The purpose of this research was to explain the determiners that influence customer loyalty in rural grocery stores with a comparison of Sweden and Spain. Design/methodology/approach – This is a quantitative research using a multi-cross sectional design with an explanatory approach. The data was collected with a questionnaire survey that was distributed using a face-to-face and online method. Findings – The findings of the research revealed significant support for customer perceived value, satisfaction, trust and commitment to influence customer loyalty. The research also confirms that there are differences in customer loyalty regarding rural grocery stores between Sweden and Spain. Research limitations/implications – This thesis extend previous research by testing an adapted conceptual model of customer loyalty in a context of rural grocery stores and explain the determiners of customer loyalty in Sweden and Spain. The limitations of the research are discussed and directions for future research areas are suggested. Practical implications – The study provides rural retailers with suggestions for marketing strategies related to the determiners (i.e. customer perceived value, satisfaction, trust and commitment) that might influence customer loyalty and attract the rural customers. Originality/value – This research adds to the current stream of rural research by investigating how customer loyalty can enhance profitability. This research has originality since it makes a comparison of two countries, which can be of great interest and inspiration for how to maintain and develop rural grocery stores. Lastly, the research is significant as it provides implications to rural retailers as well as Provincial Governments.
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Forsido, Mulugeta Z. "Brand loyalty in Smartphone." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-179607.
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Abstract Problem statement – what factors determine brand loyalty in Smartphone? Purpose – The purpose of this study is to examine causal antecedent factors leading to brandloyalty in the Swedish Smartphone market Theory – theoretical review and critical analysis of academic journals related to dependantand independent variables and conceptual model is formulated. Methodology - Quantitative approach is used to quantify the relationship between dependantand independent variables based on the proposed theoretical model that delineates therelationships between dependant variable brand loyalty and the independent variablescustomer satisfaction, perceived quality, brand experience, brand image, brand switching costand product involvement. Data – In total 200 responses were collected through a structured interview from UppsalaUniversity, Uppsala central train and bus station and two big shopping centers in Uppsala (S: tper galleria and Forum galleria). Apple and Sony Ericsson brand users are interviewed in thedata gathering process, 100 respondents for each brand Findings – the analysis suggest brand image, product involvement and customer satisfactiondetermined brand loyalty in Apple brand, whereas customer satisfaction was the onlydeterminate factor in Sony Ericsson brand
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Carev, Danijel. "Guest satisfaction and guest loyalty study for hotel industry /." Online version of thesis, 2008. http://hdl.handle.net/1850/8037.
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Naveed-ur-Rehman, Muhammad. "Customer Retention Strategies of Compressed Natural Gas (CNG) in a Developing Country (Pakistan)." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-24338.
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Background: Statistics say that Pakistan is the third largest user of compressed natural gas, its increased demand has encouraged investment in this sector. Number of stations has doubled in less than four years, this has increased the ratio of competition and low amounts of profit. Cut throat competition forces retailers to work on quality for customers’ retention and for this retailers are expected to understand the needs and requirements of their customers. This understanding is the only key to customer retention. Research undertaken focus on the key issues faced by CNG stations for customers’ retention. The study will focus on retailer’s strategies for customer retention in a competitive environment. Purpose: The purpose of this paper is study customer retention strategies adopted by compressed natural gas (CNG) retailing stations, in a developing country (Pakistan). Research Question: How do CNG retailing stations satisfy, make loyal, and retain their customers in a competitive environment? Methodology: Deductive approach has been adopted for this research to investigate the behaviour of customers through telephone interviews, as it is a distant research. Convenience sample has been selected for this research and ten semi-structured telephonic interviews have been conducted to get the empirical data from the CNG retailers of Lahore, stations from ten different stations have been selected on the basis of prestige, repute and amount of publicity in print and electronic media. Semi structured interviews will be based on primary and secondary data together. Primary data is in the form of interviews, secondary in the form of reports and published journals. Telephonic interview was based on open-ended questions to judge the views, knowledge and utility of customers experience and close-ended questions that have provided the direct and accurate answers. Telephonic interviews have advantages and disadvantages but for a distant research like this, it is the only best possible methodology to get first-hand knowledge quickly, interview was based on ten questions to get a complete picture of customers’ retention. Operationalization was based on 14 questions question 1 to 6 are about customers’ satisfaction, 7 to 11 customer loyalty and 12 to 14 customer retention. Validity and reliability is the key to success for any research. Same question were asked in different ways to check the reliability of the answers, target oriented questions were asked to validate the objective of the research and to make research credible. Conclusion and Results: The research establishes that most companies do not have specific plans for the customer retention in a cut-throat competitive environment. Customers’ service and technical issues were the targeted areas to understand the customers’ retention. Customers’ retention means profit, low retention means low profits. Result in a nutshell is an increased focus on imperial investigation, which is inevitable to study strategies for customer retention for the survival in the competitive world.
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Drakulic, Dejana, and Kristina Kasljevic. "CUSTOMER LOYALTY - A customer loyalty comparison within a niche bank and a traditional bank. : A comparative empirical study of Länsförsäkringar Bank and Swedbank." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-32367.
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Gualberto, Renato Heneine. "An analysis of the impact of the Priority Club Rewards programme on the Crowne Plaza Auckland Hotel's revenue development performance a thesis is submitted to Auckland University of Technology in partial fulfilment of the requirements for the degree of Master of International Hospitality Management (MIHM), 2007 /." Click here to access this resource online, 2007. http://aut.researchgateway.ac.nz/handle/10292/103.
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Lu, Jiue-lung, and 呂杰隆. "How customer loyalty programs influence relationship quality and customer loyalty." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/72070689848353789988.
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碩士國立中山大學
企業管理學系研究所
93
“Loyalty Programs” is a necessary and important step in the formation of relationship marketing. However, not only been applied in practice but also been researched by academia, there are still some gaps because of lack of a complete frame to analyze the vales of the loyalty programs. Therefore this research aims to fill-in the gaps that past practice and academics have failed by providing a conceptual frame by studying related literatures of loyalty programs and takes advantage of the frame to analyze the relationships among those values, relationship quality and customer loyalty in the telecom industry. The results of this study find that four values of nine values in the frame, including “economic value”, “choice of redemption options”, “relevance” and “social benefits” will influence relationship quality and customer loyalty in the telecom industry. However, customers still care more about economic value and relevance. The corporations in the industry can increase customer loyalty by designing high level of economic value and relevance. But if those would like to build higher level of relationship with the customers, they have to take advantage of social benefits through which to build strong and long customers loyalty. Therefore through this frame, the corporations can realize which value they should attach importance to. The results also prove the effectiveness of the loyalty program conceptual frame.
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Chuang, Ching-Ju, and 莊靜儒. "Customer Satisfaction and Customer Loyalty: Meta-Analysis." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/5e9q5f.
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碩士國立臺北大學
企業管理學系
103
The purpose of this research is to investigate the relationship between customer satisfaction and customer loyalty. A meta-analysis of customer satisfaction-customer loyalty constructs was conducted to identify the strength of the relationship and the influence of moderating factors affecting those relationships. By collecting articles from three databases (EBSCOhost: Business Source Complete, ProQuest: ABI/INFORM Complete and ScienceDirect Online, search the quantitative articles collected in the top 40 marketing journals, ranked by Hult, Neese, & Bashaw (1997), with keywords of: customer satisfaction to customer loyalty, repurchase, referral/ recommend and word-of mouth (WOM). After meta and regression analysis, here are our conclusion, first of all, customer satisfaction and customer loyalty indicate strong positive relationships (0.52160), second, sample size and whether if it is student sample would effect the relationship between customer satisfaction and customer loyalty.
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Sousa, Pedro Miguel Quintela Alves de. "Customer loyalty in GCP." Master's thesis, 2014. http://hdl.handle.net/10400.14/18399.
Full textAbstract:
GCP had an annual churn rate of 33,85% in 2013. In the first 10 and a half months of 2014, the club already accounted for a 25% increase in absolute number of cancellations. The dissertation main purpose is to provide useful and practical solutions to fight this tendency.
As we will determine below, customer satisfaction seems to be key to maintain or increase retention, so, understanding what is making customers unsatisfied is critical. We have conducted an internal analysis through the club’s internal data and a survey. With the survey and regular meetings with the marketing director, we tried to measure the overall level of satisfaction, as well as, the main problems related with the dropout rate from the club.
One of the major reasons why customers switch service providers is because they are unsatisfied with the service and believe competitor’s value is higher. To evaluate the latter, we have also conducted an external analysis to the direct competition of GCP.
The challenge proposed to this project was to define a set of strategies, aligned with the philosophy and culture of the club, to mitigate the churn rate problem.
We have also proposed an implementation plan to serve as a roadmap to increase the number of members that remain at the club.
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Ho, Chint-Chung, and 何錦聰. "The Effect of customer participation on customer loyalty." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/05372234184230689193.
Full textAbstract:
碩士中國文化大學
國際企業管理研究所
92
Customer loyalty can decrease consumer’ price sensitivity, business marketing and service cost,so that it increase business profit. So how to increase and measure customer loyalty becomes one of the important business issues. As environment and time go by, the operation definition of customer loyalty focused on consumer’ behavior, discussed with attitude and behavior, customer loyalty stage by stage（customer’ cognitive loyalty to affective loyalty to conative loyalty to action loyalty）. The transformation key issue is that business is difficult to use it’s inner resource to increase customer loyalty, and it must think it’s external resource, like the customers’ attitude and social value to increase customer loyalty. According to above the reasons, the business should use customer par-ticipation mechanism as possible to increase customer loyalty. Based on early re-searches, the purpose of customer participation is to gain economic and social value, and it’s nature is something like phase customer loyalty. Therefore, the purpose of this study is to examine the effect and relationship of customer participation on customer loyalty though empirical research. The data is composed of undergraduate students in Chinese Culture University and is collected by 360 questionnaires. Of all samples, 334 questionnaires were returned.Of which 6 survey were unusable, with usable questionnaires totaling 328.The response rate is 91.1 percent. The results indicate that preparation stage of customer participation is positive re-lated to customer cognitive loyalty, and information exchanging stage of customer par-ticipation is positive related to customer affective, conative, and action loy-alty.Therefore in this experiental economy, the business how to interact with the cus-tomers in information to create actively communication and customerized environment becomes one of the business management issues.
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Hui-Hsuan, Chiang, and 姜惠璇. "The Impact of Customer Orientation on Customer Loyalty." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/xeg6vs.
Full textAbstract:
博士中國文化大學
國際企業管理學系
105
The main purpose of this research is to understand how to keep loyal customers (students) in a higher educational institution(HEI). A crucial element in the marketing of HEI is based on a relationship marketing approach, which is characterized as fostering interactions between the organization and its customers, emphasizes the importance of developing a customer- (i.e. student-) driven organizational culture, and focuses on the customer orientation. Researchers have expanded into the realms of customer loyalty since 1990, as a loyal customer base is the only assurance firms have against possible losses. Therefore, this study aims to highlight the effect of stusent orientation in building student loyalty towards high educational settings. As there is already some empirical evidence to explain the formation of loyalty in industrial and service organizations, it seems of high value to examine the student loyalty in HEIs. Data of this research were randomly collected from 252 college students studying in a Taiwan’s university. Research method encompasses structure equation method(SEM) , reliability analysis and confirmatory factor analysis (CFA). The result indicated that all independent variables have significant impact on student loyalty, and the mediation effect of student trust was also been proved. This study is set to assist institutions of higher education to identify improvements in the service delivery process by identifying different aspects of customer (student) orientation and student affective commitment in loyalty building.
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Hsiao, Yu-han, and 蕭語寒. "The Impact of Customer Engagement on Customer Loyalty." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/39803657333093604674.
Full textAbstract:
碩士國立高雄第一科技大學
行銷與流通管理研究所
100
In the experience economy era, customers play an active role in creating and competing for value in service process and delivery. Service providers need to develop the environment in enhancing customer engagement and concern with the influences of customer engagement. In this study, we explore the customer engagement concept in co-creating customer experience and value in the context of hair salon. This study empirically tests hypotheses regarding the customer engagement effect on perceived value, store love and store loyalty. We also explore that if there is a mediate effect of perceived value, store love between customer engagement and store loyalty. Using data collection of 455 usable questionnaires, the result reveals that: customer engagement has a positive effect on perceived value, store love and store loyalty. Perceived value has an influence on store love. Store love positively influence on store loyalty. We find that store love has mediated the effect of customer engagement on store loyalty. Perceived value may influence store loyalty through store love.
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Ting-Jung, Chen, and 陳廷榕. "Financial Bonds and Customer Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/10625406895635501128.
Full textAbstract:
碩士中國文化大學
國際貿易學系碩士班
95
Relationship marketing has been gaining greater attention from marketing scholars and practitioners. On the basis of the theory of a relationship profitability model, the purpose of this study is to investigate whether or not we can increase the customer loyalty (cognitive loyalty, affective loyalty, conative loyalty, action loyalty)through financial bonds. An important part of relationship marketing is relationship bonds, existing literature shows that relationship bonds is positively correlated with customer loyalty, and financial bonds is a simple and common way to use by many companies, so based on these findings, this study purposes that financial bonds is positively correlated with customer loyalty. The data source of this study is the customers of banks. 370 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sampling technique. 266 completed questionnaires were returned. The result show that while controlling for the effects of confidence and centrality, financial bonds is insignificantly correlated with cognitive loyalty, failing to support our hypothesis. Financial bonds is positively and significantly correlated with affective loyalty, supporting our hypothesis. While controlling for the effects of affective loyalty and expectations, financial bonds is insignificantly correlated with conative loyalty, failing to support our hypothesis. Financial bonds is negatively and significantly correlated with action loyalty, failing to support our hypothesis. At last, the theoretical and practical implications of this study and future research suggestions are discussed.
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Tsai, Yia-Huei, and 蔡雅蕙. "Social Bonds and Customer Loyalty." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/53595562435637001676.
Full textAbstract:
碩士中國文化大學
國際貿易學系碩士班
95
The relationship marketing is one of the important marketing strategy of building a stable and long term relationship with customers. Therefore, relationship marketing has been gaining greater attention from marketing scholars and practitioners. A key objective of relationship marketing is building strong bonds with customers. Existing literature shows that customer relationship is positively correlated with customer loyalty to the service firm. The purpose of this study is to investigate whether or not we can increase the level of customer loylaty (cognitive loyalty, affective loyalty, conative loy-alty, and action loyalty) through social bonds, an importment approach to build cus-tomer relationship. The data source of this study is the customers of banking industry. 370 structured questionnaires are distributed to the students of the Continuing Education School of Chinese Culture University through a convenience sampling technique. 266 completed and valid questionnaires were returned. The results show that social bonds is positively and significantly correlated with cognitive loyalty, affective loyalty, and conative loyalty, supporting our hypotheses. However, social bonds is negatively and significantly correlated with action loyalty, failing to support our hypothesis. The theoretical and practical implications of this study and future research suggestions are discussed.
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Hanh, Nguyen Thuy, and Nguyen Thuy Hanh. "Utilizing Brand Relationships, Customer Relationships and Partner Relationships to Develop Customer Loyalty and Distributor Loyalty." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/49770126906015939199.
Full textAbstract:
碩士大葉大學
國際企業管理學系碩士班
100
ABSTRACT This thesis examined and drew upon theory to test the impact of the relationship of brand relationships (BR), customer relationships (CR), and partner relationships (PR) on customer’s loyalty and distributor’s loyalty. This study demonstrated to test a range of elements that contributed to an e-bike customer loyalty and distributor loyalty. The core of this research was the examination of whether BR, CR, and PR used as marketing tool could improve elements of customer’s loyalty and distributor’s loyalty for the e-bike context. The findings provided support for the key research questions. The results provided a representation of elements that guide customer’sloyalty and distributor’s loyalty and signal opportunities for best strategies. The significance for management of the current research findings was highlighted and these included the issues related to distributor and manufacturer and the provision of e-bike industry. Similarly important, results indicated that e-bike manufacture required plans that in corporate clear objectives, appropriate strategies and post program evaluation. In completing the above mentioned studies, it would allow the model proposed in this research to be placed in a wider context. Further to this, the results obtained in this study would likely assist the special industry to develop programs that could deliver higher loyalty and more effective outcomes. Key Words: Brand Relationships, Customer Relationships, Partner Relationships, Customer’s Loyalty, Distributor’s Loyalty.
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Wang, Hsiu-Ju, and 王秀如. "Domestic brokerage relationship quality, customer satisfaction, customer loyalty study." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39556597394318959452.
Full textAbstract:
碩士國立臺灣大學
財務金融學研究所
99
The securities market is built on top of people and capital. Therefore, the interaction bewteen investors and a securities dealer is the key point to success. People often say that the securities brokerage industry is at the mercy of the weather, meaning that it all depends on unpreditable market condition. As a result, even when the next bull market emerges, a securities agent may still miss the opportunity if the service has not been maintained to a very high standard. Securities business customers are the most important strategic resources. Profitability and even the very survival of securities dealers depends heavily on factors such as customer satisfaction, customer loyalty, as well as the management and maintenance of long-term relations. In this study, we will analyze data collected from the top ten securities business customers in Taiwan, and propose possible strategies to enhance customer satisfaction and loyalty, given the current context of the expansion of cross-strait economic relations and the deteriorating price competition in the industry. The purpose of this study is to explore the correlation between relationship quality, customer satisfaction and customer loyalty, specifically, we will analyze: 1. Major dimensions of relationship quality, customer satisfaction and loyalty 2. The impact of relationship quality on customer satisfaction 3. The impact of customer satisfaction on customer loyalty. Found results: 1. Relationship quality antecedents (RQA) have a positive impact on relationship quality. 2. Relationship quality antecedents (RQA) have a positive impact on customer satisfaction. 3. Relationship quality has a positive impact on customer satisfaction. 4. Customer satisfaction has a positive impact on customer loyalty.
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Madruga, Tiago Ferreira Pinto Azevedo. "Driving Lidl´s growth strategy in Portugal through customer loyalty: promoting loyalty programs for customer retention." Master's thesis, 2021. http://hdl.handle.net/10362/131517.
Full textAbstract:
This Work Project aims to find a solution for a specific organizational challenge: increase Lidl’s average spending per ticket in Portugal. Despite having a similar number of buyers as the leading retailers, Lidl customers spend less amount on each trip. A literature review suggested that Customer Loyalty is fundamental to tackle this issue, since it strengthens commitment and rewards customers for repeated and/or additional purchases. These insights were sustained by the survey questionnaire findings. Therefore, a Loyalty Program is the main recommendation for solving the challenge.
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Hu, Ho Hsin, and 胡鶴馨. "The relationship between on-line game customers’ personalities and customer loyalty." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/90679577612921783993.
Full textAbstract:
碩士長庚大學
企業管理研究所
97
Customer loyalty is an important goal for marketers. Previous studies have identified flow experience (optimal experience with total concentration and intrinsic enjoyment) predicts customer loyalty. However, little is known about which customers are likely to experience flow, restraining the use of flow in customer loyalty programs. Personality traits systematically influence individual psychology and thus are eligible for explaining who are likely to experience flow. Further, theories of flow and learning can be used to identify openness, conscientiousness, and extraversion as three influential traits to customer skills and then flow experience. This study thus investigates the relationships among customer openness, conscientiousness, and extraversion, skill, flow, and customer loyalty. Given that online games have become a highly profitable e-commerce application, this study chooses to survey online game customers. The sample comprised 1852 online game customers. Structural equation modeling and cross-validation procedure are applied to testing the conceptual model of this study. This study found that openness and conscientiousness positively influence customer skills, which improve customer flow experience, and subsequently the customer loyalty. The influence of extraversion was not supported. The study findings envision marketing scientists that individual differences can systematically affect customer loyalty and help marketers effectively build a high-loyalty customer base. Key words: online games, personality traits, flow experiences, customer loyalty
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Huang, Wei-Ying, and 黃威穎. "A Study of Cosmeceutical Product Attributes, Customers Satisfaction and Customer Loyalty." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/nq85r7.
Full textAbstract:
碩士國立臺北科技大學
工業工程與管理系碩士班
100
Today''s female consumers not only use the skin care products in general, the average loss of 50% of customers within five years according to the survey of large enterprises. The papers of the relevant skin care products are the traditional skin care products, has been unable to beauty products, features covering the medical America. With the changing times, consumers receive information more than ever, to facilitate the convenient, so that consumers can have brand loyalty has been the subject of urgent. In this study, female consumers of U.S. doctors skin care products for its empirical object, using a questionnaire and structural equation modeling to identify the relationship between the various variables affecting consumer loyalty. Study found that: product attributes on customer satisfaction, product attributes have a significant positive relationship between customer loyalty, customer satisfaction on customer loyalty; the discovery of the sub-dimensions: the core product attributes on customer satisfaction, with increased product attributes on customer satisfaction, the core product attributes, repeat purchase, the core product attributes on word of mouth spread, the tangible product attributes on repeated purchase, with increased product attributes on word of mouth, customer satisfaction on repeat purchase have significant positive effects.
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Tsai, Yu-Hui, and 蔡宇惠. "Factors Associate with Customer Loyalty – The case of health food customers." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/26798904164677716447.
Full textAbstract:
碩士高雄醫學大學
藥學研究所碩士在職專班
96
The market value of healthy food is about thirty-eight billion in Taiwan, according to report of the Central News Agency in March 6th, 2007. The value can reach forty-six billion in year 2008 at the rate of 10% annually. The official statistics shows the average market value of healthy food is about fifty billion. Although the market value is tremendous huge, however, the consumer’s loyalty to healthy food is very uncertainty reflects on their purchasing decision. The market is full of various products and marketing activities make the consumers are less brand loyalty. How to provide satisfied customer service, re-build their loyalty and reflecting on their continuous buying behavior is worth a through research and investigation. This research is focus on the consumer who bought the healthy food from local pharmacy. Using questionnaire to collect the data and investigate the different factors which affect customer loyalty. The design of questionnaire is based on the study of Kotler (1999) and Bowen & Chen (2001). The variance includes consumer’s decision making, customer’s satisfaction, professionalism of pharmacist and kinds of disease. After variance analysis and the descriptive statistic analysis, the finding of this research is summarized as following: 1. The consumer’s decision making has positive correlation with customer’s loyalty. 1. The consumer’s decision making has positive correlation with customer’s loyalty. 2. The customer’s satisfaction has positive correlation with their loyalty. 3. The professionalism of pharmacist has positive correlation with customer’s loyalty. 4. The kind of disease has positive correlation with customer’s loyalty. 5. The customer’s background has positive correlation with their loyalty.
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Tseng, Chien-Chie, and 曾劍琪. "Customer Loyalty: Attitude, Behavior and Development." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/54105271733999463449.
Full textAbstract:
碩士國立東華大學
企業管理學系
93
In Taiwan, Personal Computer(PC) industry is a new and important industry. Many companies focus their resource in technique and efficiency, but are their strategies right? In the past, companies facing an expanding economy and rapidly growing markets could practice the “leaky-bucket” approach to marketing. However, companies today are facing some new marketing realities. Changing demographics, a slow-growth economy, more and more competitors, and overcapacity – mean that there are fewer new customers could be found. The costs of attracting new customers are rising. How to keep customer loyalty is the most important thing in this industry. This study based on Oliver’s (1997) four-stage loyalty (cognitive, affective, conative and action), proposes a “customer loyalty development model”. By using the questionnaires to survey the consumers of PC industry in Taiwan, author find the following results: (1) Customers have high cognitive and affective, but low conative and action; (2) Cognitive has a high positive effect on affective; (3) Affective has a positive effect on action; (4) Conative is a positive mediator between affective and action; (5) The effect of conative in middle product knowledge customer is lower than high or low product knowledge customer; (6) The effect of conative in high involvement customer is higher than others.
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Pinto, Marta de Bragança Barahona Mendes. "Chic by Choice - customer loyalty programme." Master's thesis, 2016. http://hdl.handle.net/10071/14031.
Full textAbstract:
In a competitive era, where competitors are at a distance of a click, consumers are more
informed and demanding than ever, loyalty is becoming, more than ever, a very important issue.
The challenge of maintaining a customer can not only reduce costs for the company but also
enhance the knowledge on their clients.
Chic by Choice is an innovative online company whose core business is the rental of luxury
dresses. The company was founded in 2014, is now two years old and has reached a point where
building a loyalty plan, that responds to repeated buying behaviour of the customers, is
considered a priority.
This project aims to optimize the customer identification tools available in order to enable
categorization of customers, immediate viewing of this categorization across the platforms used
within the company and create a loyalty programme that meets the needs and expectations of
customers.
The value proposition is based on the creation, planning and execution of automated actions,
customized to each client, in order to increase the number of clients with repeated purchases,
increase the number of purchases per customer and, identify and recover customers who may
have stopped buying. All actions proposed are built following the best practices identified by
literature review and with the support of the company marketing and management team.Numa era cada vez mais competitiva, com a concorrência à distância de um clique, consumidores informados e exigentes, a lealdade é um tema que ganha relevância. O desafio de manter um cliente, pode não só diminuir custos para a empresa como também reforçar o conhecimento da mesma sobre os seus clientes. A Chic by Choice é uma empresa inovadora, cujo o core business é o aluguer de vestidos online. A empresa tem 2 anos e a necessidade de construir um plano de fidelização, que dê resposta ao comportamento de compra repetido dos clientes é considerada uma prioridade. Este projeto tem como objetivos, otimizar a ferramenta de identificação de clientes disponível, de maneira a possibilitar a categorização de clientes e a visualização imediata desta categorização por toda a empresa e a criação um programa de fidelização que responda às necessidades e expectativas dos clientes. A proposta de valor assenta na criação, planificação e execução de ações automatizadas e personalizadas com vista a aumentar o número de clientes com compras repetidas, aumentar o número de compras por cliente e recuperar e identificar clientes que possam ter deixado de comprar. Todas as ações propostas são construídas seguindo as melhores práticas apontadas pela revisão de literatura e por profissionais da área e da empresa.
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Teng, Hsueh-yin, and 鄧雪吟. "Customer Loyalty in Taiwan Railway Administration." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/69070182749901663653.
Full textAbstract:
碩士國立成功大學
交通管理學系碩博士班
95
Taiwan Railway Administration (TRA) plays an important role in transportation services along west corridor area of Taiwan. TRA faces keen competition from other transportation modes, especially after Taiwan High Speed Rail has started its operation in January, 2007. The purpose of this thesis is to propose a model investigating the relationships among expected and perceived service quality, customer satisfaction, switching barriers, and customer loyalty. The questionnaires were distributed to the passengers at Taipei, Taichung, Tainan and Kaohsiung train stations. The structural equation modeling (SEM) was used to analyze survey data. The results revealed that expected service quality has positive effects on customer satisfaction and perceived service quality. Perceived service quality has positive effects on customer satisfaction and loyalty. Customer satisfaction and switching barriers have positive effects on customer loyalty. Besides, we also find that the trip length has different effects between the constructs. From Importance-Performance Analysis (IPA), some suggestions for TRA have been proposed. Finally, the theoretical and practical implications of the study on customer loyalty for TRA are discussed.