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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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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.
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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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Hilgeman, Debra. "Understanding the relationships between loyalty program rewards and loyalty among premium customers." Thesis, TUI University, 2014. http://pqdtopen.proquest.com/#viewpdf?dispub=3578572.
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Loyalty programs (LPs) have become a mainstay marketing tool for many industries worldwide, with memberships often numbering in the millions. Program rewards are offered as incentives to build member loyalty, and theoretically these rewards have a perceived benefit value that generate feelings and attitudes such as satisfaction, trust, commitment and gratitude that can be antecedents of loyalty.
The question of whether loyalty programs actually generate loyalty, however, is still being debated by researchers due to conflicting data (Hallberg, 2004; Meyer-Waarden, 2006; Uncles, et al., 2003). Research indicates that focusing on premium customers may be the key to a successful loyalty program (Long & Schiffman, 2000; Yi & Jeon, 2003), but there is a lack of LP research that focuses on this top tier of customers.
This research tested hypotheses derived from existing theories to examine the relationships between program rewards and loyalty for premium customers. This included testing hypotheses about the key antecedents of loyalty—satisfaction, trust, commitment and gratitude—to determine their role in driving the performance outcome.
The gaming industry was used for a sample of 1,097 premium customers in a loyalty program. The online survey had a 43% response rate. There were seven Likert-type scales with alphas ranging from .84-.93.
Rewards were categorized as being prestige, tiered or core. The loyalty construct was operationalized as being attitudinal or behavioral.
Multiple regression was used for hypotheses testing. Key findings were that premium customers value all three of the reward categories highly. The only statistically significant difference was that prestige rewards generate higher attitudinal and behavioral loyalty than core rewards. No significant differences were observed from the control variables of age and gender.
Findings from this study indicate that companies with loyalty programs cannot afford to risk losing customer loyalty by eliminating any type of reward. However, there is also evidence that soft-cost prestige rewards could effectively replace some hard-cost tangible rewards without reducing overall program value.
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Ristiniemi, Michaela. "Loyalty Club : An Online Brand Relation Management Project." Thesis, Uppsala University, Media and Communication, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-8387.
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ABSTRACT
Title: Loyalty Club. An Online Brand Relations Management Project
Amount of pages: 46 (61 including abstract, references and annexes)
Author: Michaela Ristiniemi
Tutor: Peder Hård af Segerstad
Course: Media- and communication D
Period: Spring 2007
University: Division of Media and Communication, Department of Information Science, Uppsala University
Object: To research how an interactive relation online could be created between a brand such as Matrix and their customers, on the Swedish market.
Method: Qualitative interview
Material: Interviews with Matrix product manager and hairdressers
Main results: A relation online works the same way that a relation does offline; that even if the Internet as medium works fast and effectively, the relation is built over time. It is a communication process which requires much attention, where it is the consumer that to a large extent runs the relations company. This sort of relation can be very valuable for the hairdressers since it can save time and trouble where it is needed and develop them as professionals, and for the brand it can give loyal customers when they themselves become loyal to the customer. The online space, or “loyalty club”, should be simple and contain only information that the hairdressers are interested in, and what that is, is found through the dialogue with them. This is a new development and it meets skepticism as does most of the new occurrences, but much points to that it is the future of communication and more so for the generation that was brought up with the Internet and thus interacts with it naturally. The core question of In ernet is that it is used to organize timespace, with the freedom to act independently.
Key notions: Communication, time-space, interactivity, dialogue, relationships and loyalty.
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Zeidler, Christian. "Mobile support in customer loyalty management : an architectural framework /." Wiesbaden : Gabler, 2009. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=018647384&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.
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Zeidler, Christian. "Mobile support in customer loyalty management an architectural framework." Wiesbaden Gabler, 2008. http://d-nb.info/991137221/04.
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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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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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García, Saavedra Juan Pablo. "The impacts of airline loyalty programs on revenue management optimization." Thesis, Massachusetts Institute of Technology, 2017. http://hdl.handle.net/1721.1/113516.
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Thesis: S.M. in Engineering and Management, Massachusetts Institute of Technology, System Design and Management Program, 2017.Cataloged from PDF version of thesis.
Includes bibliographical references (pages 105-107).
Loyalty Programs have evolved over years turning into unique business units, responsible for producing an important source of revenue for airlines. However, despite their contribution to the business, the lack of knowledge on the impacts of giving away rewards to loyal customers may lead to suboptimal decisions, harming bottom line results. The main objective of this thesis is to develop a methodology to model and measure the net revenue impacts of award passengers as they integrate to current airline revenue management optimization practices. By modeling an award demand using the Passenger Origin Destination Simulation tool, it was possible to understand the impacts on airlines' main metrics compared to an environment without these passengers, and to define a baseline scenario based on current airline industry data, to analyze the impacts of different RM strategies. A methodology was proposed to identify and quantify three main effects seen when allowing award passengers into the current RM optimization. The Award Revenue accounts for the economic benefit for the airline of each award passenger. Displaced Revenue is the ticket revenue loss due to the displacement of paid passengers. And, the Sell Up effect measures the change in average paid fare as a result of the introduction of this new demand. Differences between the real economic benefit to the airline of award passengers and the value that the RM optimizer uses for assigning their availability were introduced to measure the net award revenue impact. Results showed that at award valuations higher than the lowest fare, airlines are able to increase their total revenues due to higher award revenue and lower displaced ticket revenue. This outcome was consistent for all RM Schemes and demand levels examined.
by Juan Pablo García Saavedra
S.M. in Engineering and Management
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Alzahrani, Yusef Muose S. "Multimodal interaction in electronic customer loyalty management systems : an empirical investigation." Thesis, De Montfort University, 2014. http://hdl.handle.net/2086/10242.
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This thesis investigates the application of multimodal metaphors in electronic Customer Loyalty Management Systems (e-CLMS) in terms of efficiency, effectiveness, user satisfaction, and understandability of the customisation tasks and information communicated. The potential of users developing loyalty as a result of better usability and user satisfaction is also accessed via questionnaires. The first experiment investigated issues of usability and the users' views of an e-commerce platform developed for these experiments using three conditions with three independent groups. A visual group (VICLMS, n=25) that was communicated information within the platform using text with graphics, a multimodal group (MICLMS, n=25) that usedrecorded speech, earcons and auditory icons and an expressive avatars group(AICLMS, n=25) that was predominantly communicated information using avatars. The second experiment evaluated three avatar-based multimodal conditions using a dependent group (n=50). This experiment evaluated user satisfaction, perceived convenience, enjoyment, ease of use and customisation, and successful completion of user tasks. The conditions were avatars with earcons (AEICLMS), avatars with auditory icons (AAICLMS) and avatars with both earcons and auditory icons (AICLMS).The use of expressive avatars in the e-CLMS interface contributed to the positive predisposition of usersto develop loyalty. Multimodal metaphors contributed more significantly to complex customisation tasks. A set of empirically derived guidelines and a validation approach is suggested for designing multimodal E-CLMS interfaces.
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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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Sanderson, Karin. "Store loyalty and the total retail experience." Thesis, Stellenbosch : Stellenbosch University, 2004. http://hdl.handle.net/10019.1/50104.
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Thesis (MEcon)--Stellenbosch University, 2004.ENGLISH ABSTRACT: With heightening competitive pressures in the retailing environment, customer satisfaction and customer loyalty have become barometers of retailer performance. Determining the relationship of all the controllable elements that encourage or inhibit consumers during their contact with a retailer, defined as the Total Retail Experience (Berman and Evans, 1998: 19), with customer satisfaction and customer loyalty, formed the basis of this study. The dimensions ofTRE that were applied in this study were five controllable components, namely personal interaction, merchandise value, internal store environment, merchandise variety and complaint handling. The empirical study was applied specifically to a retailer dealing in health, home and beauty products. Data for this study was gathered via questionnaire from 34 000 of the most loyal card holders which participated in the loyalty program offered by the health, home and beauty retailer. The results of the data study indicated that the TRE instrument was a valid instrument to measure the success of providing a positive TRE for their consumers. Further, the instruments used to measure customer satisfaction and loyalty were deemed highly reliable. Of the five elements of TRE, enhancing the quality of personal interaction should be the primary focus in improving customer satisfaction, and it is significant that this retailer's management need only focus on improving these five dimensions of TRE to enhance customer satisfaction, given that almost three-quarters of customer satisfaction was accounted for by the five TRE dimensions. Results indicated that in contrast to customer satisfaction, customer loyalty was primarily driven by product related issues, with merchandise value being the strongest predictor of loyalty. Again, it was noted that more than half of the retailer's customer loyalty could be accounted for by the five TRE dimensions. Thus, efforts to improve any of the five TRE dimensions would enhance customer loyalty within this retailer's cardholder base. The varying importance of the specific TRE dimensions to both customer satisfaction and customer loyalty allow this retailer to identify the driving forces behind each of these concepts and allow for prioritizing strategies to optimize satisfaction and loyalty within their consumer base. By analyzing the responses of the individual items (questions) that measure each of the TRE dimensions as they appeared in the questionnaire, this study enables the retailer to focus on very specific aspects that influence each dimension of the TRE experience. Overall, it must be noted that respondents had positive experiences at the health, home and beauty retailer, which provides the retailer with a useful indicator of current satisfaction and loyalty levels and a point of comparison in determining the impact of the strategies employed to heighten satisfaction and loyalty.
AFRIKAANSE OPSOMMING: Toenemende druk van mededinging in die kleinhandelomgewing veroorsaak dat klientsatisfaksie en -lojaliteit barometers van kleinhandelprestasie word. Die basis van hierdie studie is daarin gelee om vas te stel wat is die verwantskap tussen al die beheerbare elemente wat verbruikers se gedrag tydens kontak met 'n kleinhandelaar aanmoedig of inhibeer, gedefinieer as die Totale Kleinhandelervaring (TKE) (Berman en Evans, 1998: 19), en klientsatisfaksie en -lojaliteit is. Die dimensies van TKE wat in hierdie studie toegepas is, is vyf beheerbare komponente, naamlik persoonlike interaksie, handelsware waarde, interne winkelomgewing, handelsware verskeidenheid en klagte hantering. Die empiriese studie is spesifiek toegepas op 'n kleinhandelaar wat handel dryf in gesondheid-, huis- en skoonheidsprodukte. Data vir die studie is ingesamel met behulp van 'n vraelys wat aan 34 000 van die mees lojale kaarthouers wat lid is van die lojaliteitsprogram van die gesondheid-, huis- en skoonheidsprodukte kleinhandelaar, gestuur is . Die resultate van die studie toon dat die TKE instrument 'n geldige instrument is om die sukses te meet indien 'n positiewe TKE vir kliente aangebied word. Voorts is ook bevind dat die instrumente wat gebruik is om satisfaksie en lojaliteit te meet, hoogs betroubaar is. Die verbetering van persoonlike interaksie tussen kliente en personeel blyk die primere fokus te wees indien klientsatisfaksie verbeter wil word. Die vyf dimensies van TKE is verantwoordelik vir byna driekwart van kliente se satisfaksie. Die kleinhandelaar se bestuur behoort dus slegs te fokus op die verbetering van die vyf dimensies van TKE. In kontras met satisfaksie, blyk lojaliteit primer veroorsaak te word deur produk verwante kwessies, met handelsware waarde as die sterkste voorspeller van lojaliteit. Meer as die helfte van die lojaliteit aan die kleinhandelaar word teweeggebring deur die vyf dimensies van TKE. Dus, pogings om enige van die vyf dimensies van TKE te verbeter, sal lei tot 'n verhoogde klientlojaliteit onder die kleinhandelaar se lojaliteit-kaarthouers. Die varierende belangrikheid van die verskillende TKE dimensies vir beide klientsatisfaksie en -lojaliteit stel die kleinhandelaar in staat om die dryfkragte agter elkeen van hierdie konsepte te identifiseer en maak die prioritisering van strategiee om satisfaksie en lojaliteit te maksimeer, moontlik. Die ontleding van die response op die individuele items (vrae) wat elkeen van die TKE dimensies meet soos wat dit in die vraelys voorkom, maak dit vir die kleinhandelaar moontlik om op spesifieke aspekte wat elke dimensie beinvloed, te fokus. Globaal gesien is bevind dat respondente positiewe ervarings by die gesondheid-, huis- en skoonheidsprodukte kleinhandelaar gehad het en hierdie kan as 'n nuttige indikator gebruik word van bestaande satisfaksie- en lojaliteitsvlakke en ook as 'n punt van vergelyking vir die bepaling van die doeltreffendheid van strategiee wat aangewend word om satisfaksie en lojaliteit te verbeter.
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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/.
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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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Turk, Jeffery I. "The Impact of Stockouts on Customer Loyalty to Lean Retailers." ScholarWorks, 2011. https://scholarworks.waldenu.edu/dissertations/1011.
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The lean inventory concept has been shown to streamline operations and improve efficiency in a retail environment. The negative side of the practice is that limited inventories increase the risk of stockouts, where a routinely available product is missing and the retailer is not able to meet customer demands. The purpose of this exploratory case study was to examine stockouts as an event and document their effects on changes in customer attitudes and behaviors. Guided by a constructivist conceptual framework, the research question explored how stockout experiences affected customers' purchasing behaviors and loyalty to brand and retailer. A survey containing both open-ended and categorical response elements was validated through a pilot study and used to collect data from 40 randomly selected participants shopping at a retail mall in eastern Pennsylvania. Data coding for qualitative data consisted of 3 sequential stages of open, axial, and selective coding into a priori themes. Categorical responses were employed in downward analyses that revealed patterns in the qualitative data. The results indicated that repeated stockout experiences decreased customers' loyalty to brand and retailer and caused customers to abandon both retailers and brand. Respondents indicated that stockout impacts can be buffered through improved inventory management and better customer service. Specific recommendations included monetary incentives, personal contacts, coupons, and item discounts. Results of this study will enable retailers to gain deeper understanding of how stockout affects customers shopping experiences and loyalty, and offer mitigation measures to improve both. Results will provide a positive change to both consumers and retailers, where shoppers will enjoy pleasant shopping experiences and retailers will maintain their competitive advantage through loyalty of their customer base.
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Felix, Amoah. "Customer relationship management practiced by KOSAB." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008046.
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Customer relationship management (CRM) presents a new paradigm shift to the old traditional marketing strategies that are known and practiced by many organisations in South Africa and across the globe. Competition is not an excuse for failure anymore. Organisations that do not have any concrete strategies in dealing with the customer will not survive in the market. The ultimate goal of CRM is to enable organisations to forge closer ties with the customer so that a solid bond can be created to enhance loyalty and satisfaction. The goal for this research was to identify the CRM strategies used by a single organisation and thereafter suggest improvements to enhance customer loyalty. The results of the study could assist the management of the organisation to improve the CRM strategies which will hopefully enhance retention and prevent customer attrition. A literature review was conducted to unveil various elements of CRM, and strategies that can attract and retain customers. It helped in identifying themes for the empirical study. An in-depth interview was conducted with the general manager of the organisation to gauge his perception, and CRM practices in the organisation. An interview guide was used during the interview process. Four main topics namely: implementation of CRM, customer loyalty, customer complaints and conflict, and employees training and motivation were utilised for the interview guide and followed by further probing. Based on the responses obtained, analyses were made by comparing the responses to what literature revealed so that shortcomings could easily be identified.The study revealed that there were several inconsistencies with what was practised by the organisation and what the literature study revealed. Bearing in mind the shortcomings identified in the empirical study, the researcher made the following recommendations. The CRM implementation approach needs to be carefully planned with a clear defined vision and mission statement that focus on customer centredness. The organisation needs to invest in modern and innovative channels of communication and strategic partnership to reach the right customer. The organisation has to develop effective market segmentation and targeting to know the customer well. Consistent and highly relevant customer experiences should be drawn-on to fulfill the organisation’s promise of trust and reliability. The organisation should adopt competitive pricing strategy to limit customer sensitivity on price. The organisation should invest in employees’ development and welfare. Further research can be conducted to investigate the perception of other food retailers on the CRM strategies practiced. Further research can also be conducted in the organisation to investigate the perception of employees and customers on the CRM strategies practised.
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Khan, Osman. "The impact of business orientations on customer loyalty : an empirical study using a case study approach." Thesis, University of Bradford, 2009. http://hdl.handle.net/10454/4324.
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Customer loyalty is considered to be critically important to growth, profitability and sustainability. It has received much attention by practitioner and managers. However, some important variables about the different types of loyalty have remained unclear. While businesses look towards adopting various strategies to help them grow and succeed in the marketplace, a number of key business orientations have emerged. Each of these orientations has claimed to increase both profitability and customer loyalty for an organization. This research has examined both of these factors, as well as their inter-relationships. The research was conducted in a two part study, based on a sequential triangulation approach. The first study focused on finding out the differences between two of the highest types of loyalties, attitudinal and emotional. The study, based on 40 interviews with customers from three different companies, across two cultural settings (Asian and European), has led to the emergence of key differentiating factors. The second study focused on the relationships between business orientations and customer loyalty. This study was based on six case studies of best practice firms. The study found a positive link between business orientations and loyalty. Moreover, a set of critical success factors were identified that would enable companies to implement effective loyalty management systems. Based on both of these two studies, a loyalty management model has been presented. The model helps to improve our understanding of loyalty, and would be of use to managers who would want to develop and manage customer loyalty in an organisation.
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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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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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Paraman, Pradeep [Verfasser]. "Service Guarantee prospect in signalling Service Quality towards Customer Loyalty / Pradeep Paraman." München : GRIN Verlag, 2020. http://d-nb.info/1220832995/34.
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Gilmour, Sophia Mawani, and n/a. "Organisational culture and the communication of loyalty : an ethnography." University of Canberra. Professional Communication, 2006. http://erl.canberra.edu.au./public/adt-AUC20070119.152841.
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Loyalty management has emerged over recent years as a topic of significant importance in
both academic and practitioner discourse, articulating the benefits of an extended relationship
with key stakeholders including, but not limited to, customers, employees and shareholders.
This research explores the theory and practice of loyalty management from a communications
perspective. The thesis attempted to discover how the integration or non-integration of
internal and external communication affects the communication of loyalty, in addition to how
loyalty management contributes towards the organisation�s perceived creation of value. In
doing so, it also examines how the practice of customer relationship management (CRM),
integrated marketing communication (IMC) and the use of information and communication technology (ICT) plays a role in the communication of loyalty.
The research entailed a three-year ethnographic study of a business-to-business financial
services organisation specialising in vehicle fleet leasing and management services,
comprising a review of relevant academic literature; and participant observation, focus group
studies, qualitative surveys and document analysis. Besides evaluating loyalty management
from a communications perspective, the thesis contributes towards the body of knowledge on
Australian organisations from an organisational culture perspective, as well as exploring
communication beyond the traditional boundary of within the organisation itself. Unlike
most loyalty management approaches, the holistic stance considers other stakeholders besides
customers, in detail. The study does not seek to establish validity and generalisability.
Rather, the mainly interpretist approach preserves the form and content of human behaviour
by detailing descriptions of the concrete experience of life within a particular culture and of
the social rules, patterns and perceptions that constitute it.
The findings showed that organisational communication has to be integrated and cohesive to
enable the effective management of loyalty. Furthermore, the results confirm that the notion
of organisational boundaries comprising �internal� and "external" communication is limited.
Involved protagonists, acting together from within and external to an organisation, create,
sustain and manage meanings through the use of signs and symbols within a particular
context to form a unique culture or community. In addition, the notion of loyalty and the
creation of value for the consequent success of the organisation is an important and valid
perception for most of the stakeholders. For this organisation, the use of ICT and practice of
CRM and IMC has varying degrees of impact, mainly enhancing the communication of
loyalty. The detraction of value is caused primarily by the fragmentation of communication
between the stakeholders, in addition to the existence of sub-cultures with conflicting needs.
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Lafleur, Martin J. "Loyalty Profiling Erfolgsdimensionen und Modellansätze eines effizienten und effektiven Customer-Relationship-Management." Frankfurt, M. Berlin Bern Bruxelles New York, NY Oxford Wien Lang, 2009. http://d-nb.info/1001702875/04.
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Wicker, Kenneth D. "A study of customer value and loyalty in the supermarket industry." Thesis, Capella University, 2015. http://pqdtopen.proquest.com/#viewpdf?dispub=3739763.
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The value of customer loyalty to business sustainability should not be taken lightly. Research shows that loyal customers are more profitable than non-loyal customers. Indeed, this study found that loyal supermarket customers shop more often and spend more when shopping. Retaining customers makes good business sense and costs less than attracting new ones. Negligible switching costs and the quest for value strain the loyalty relationship between supermarkets and their primary shoppers. Therefore, the purpose of this study was to identify how the independent variables of value (price, quality, service, convenience, and assortment) contribute to customer loyalty among supermarket customers. The research design for this study was quantitative non-experimental. Data for the study was collected from an electronic email invite through Survey Monkey. With a confidence level of 95% and a margin of error of +/-5%, the targeted sample size was 384, with a final filtered total of 354 usable surveys. Multiple linear regression and Spearman rho correlation techniques were used to determine significance of data collected to customer loyalty. Results from this study indicate that quality has the greatest effect on customer loyalty. However, significant interaction and modifying effects were also detected, indicating that predictors of loyalty should not be examined in isolation. Collectively, data from this study indicated that as quality, service, assortment, loyalty programs, and high quality perishables increased, loyalty also tended to increase.
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Reinert, Cristina. "Successful Implementation of Grocery Store Loyalty Reward Programs." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2270.
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Consumer loyalty programs are a key marketing strategy implemented across multiple industries in the United States. A successfully implemented loyalty program can benefit both the consumer and the company. The purpose of this single case study was to explore strategies that grocery store managers use to successfully deliver consumer loyalty programs. The theory of planned behavior was used as the conceptual framework to guide the study. Semistructured interviews, guided by the theory of planned behavior, were conducted with 4 participants who had direct involvement with the delivery of the consumer loyalty program, in Ocala, Florida. Data were also gathered from loyalty program documents and from reviewing the grocery store chain website. Data were transcribed and coded via Yin's 5 phases of analysis to identify themes. Mobile technology, consumer involvement, and lack of social media applications were the prominent themes that emerged during data analysis. The study findings are of interest to grocery store managers because they provide information for use in increasing store revenue, consumer satisfaction, and cost savings for grocery store chains implementing successful loyalty reward programs. Implications for positive social change include positive community initiatives and cause-related marketing campaigns.
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Hagelborg, Emelie. "CSR as a customer loyalty driver : Within the energy industry." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-16708.
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The need for adaption within the business world is critical to keep up with the rapidly changing pace due to the internet. The internet, among other things, provides customers with the advantage of transparency. It is constantly becoming easier for customers to gather information about companies and their products and services and compare this in the comfort of their own home. One tool they can use are comparison sites such as prisjakt.nu. These sites are also available to compare energy providers and it is free of charge. Customers can both compare and change energy providers without any cost. Furthermore, energy is a homogeneous product which mean that, until the energy bill arrives, the customer cannot tell where the energy comes from. Therefore, to make sure that customers will not change energy providers as soon as there is a change in price, something more has to be offered to make them loyal. Loyalty is one of the most significant contemporary strategies to ensure long-term customers. To identify customer needs before the customer even realizes it themselves, companies has to be proactive. They have to actively research upcoming trends and find out if these apply to their customers before their competitors does. Several trends appear every day, however, one of them which has been slowly growing during the twenty-first century is social sustainability. Consumers are becoming more informed and engaged in what products and services they buy and what social footprint it leaves. Therefore, this thesis will study corporate social sustainability (CSR) as a possible moderating factor to customer loyalty within the energy industry. Furthermore, willingness to pay (WTP) for CSR related activities will also be researched as a moderating factor to customer loyalty. This is of interest for the energy providers since customers can feel that CSR related activities are important at the same time as they do not wish to pay for it. WTP also contributes to a more realistic result since people have a tendency to answer highly on importance of sustainability questions since it is the ”right thing to do”. The method chosen to gather data for this study, besides doing a literature review, was to send out an electronic questionnaire to several energy providers customers. The survey included demographic questions as well as several questions on how highly customers value CSR, WTP for CSR and customer loyalty which were then analyzed in SPSS. The responses were both analyzed separately for each energy provider and as a full sample. Answering the research questions and hypotheses, the result provided four main points. First, it showed that men above 64 years old with an income of 10-15.000 SEK/month had a higher WTP for CSR related activities which did not add up with the theory. It was also the opposite to the customer groups who had the highest mean score for CSR value. Second, WTP for CSR related activities and value for CSR related activities did not rate the same activity as the highest one. There was, however, overall a positive, medium or high correlation between value and WTP for the different CSR activities. Third, there was a predicting relationship between value for CSR and customer loyalty as well as between WTP for CSR and customer loyalty. However, when meerging there toghether to one moderator, there was a weak and negative affect on customer loyalty. Finally, when conducting a status analysis it is clear that there are customer needs within CSR that most energy providers do not fulfill.
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Kulle, Julia, and Julia Hellsten. "The Beauty of Brand Loyalty : – a case study of how marketers view Millennials' brand loyalty in the beauty industry." Thesis, Umeå universitet, Företagsekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-137526.
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The generation of Millennials is becoming a very important segment in today's beauty market, because of their large size, purchasing power and engagement on social media. The Millennial consumers are heavy buyers of beauty products, but heavy buyers are not always loyal to the beauty brands. The concept of what is considered beautiful constantly changes, and there is an aspect of trendiness to the use of cosmetic products. Brands launch new products on a regular basis to follow fashion and because the product lifecycle often is short, and purchasing what is trendy right now might not leave much room for loyalty, as other brands or products are soon trendier. There are constricting views on whether it is possible to achieve brand loyalty among Millennials. Many question the possibility of gaining brand loyalty among this generation, others state that while they could possibly be loyal, this usually only lasts for a short period of time. Although several attempts to establish whether Millennials are in fact brand loyal have been made, few have looked at how marketers view brand loyalty when marketing to Millennials. Therefore, the purpose of this study is to add understanding of how companies in the beauty industry can work to create brand loyalty among Millennials, through a case study of the world leading beauty company, L'Oréal. This exploratory study takes on an inductive research approach, as it aims to add understanding in the field of brand loyalty among the generation Millennials. In order to answer the research questions, five semi-structured interviews were conducted on marketers who are experts in the field of marketing towards Millennials. The results of this study showed that the generation Millennials is an important target group in the beauty industry of today, due to their large size and strong power of choice. There is a congruence between the Millennial self-image and brand image, which proves the importance of a positive brand image. The findings also showed that it is important for companies to speak the language of Millennials but still keep a coherent balance among brands. Offering an experience to Millennials makes them more perceptible to brand loyalty, if the experience is positive, and co-creating brand personalities can help in this endeavor as well. Other valuable findings showed the importance of authenticity and credibility together with of a full range brand portfolio, due to lower incentives to switch between brands. This study contributes with understanding to how marketers in the beauty industry can work towards achieving brand loyalty among the generation Millennials, by giving examples of how five experienced marketers at L’Oréal works with this challenge. Furthermore, the results of this study contribute to the research gap and are applicable in the research area of brand loyalty in the beauty industry. The study uncovered that digital marketing works without paid media, but paid media without digital marketing is not an option. Therefore, one of our recommendations to companies in the beauty industry is to always use digital media while marketing towards the generation Millennials.
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Oldenmark, Linn. "Att fånga elden av talang & lojalitet : En kvalitativ studie av de anställdas inställning till lojalitet och Talent management på H&M." Thesis, Karlstads universitet, Handelshögskolan, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-36136.
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Uppsatsen grundar sig i en tanke om en koppling mellan begreppen Talent management och lojalitet. Orsaken till att just dessa begrepp ska studeras är utifrån en praktik på H & M där båda begreppen anses aktuella i organisationen och spännande i ett studiesammanhang inom arbetsvetenskapen. Syftet är att studera de anställdas attityd till begreppen och vilken betydelse det har beträffande de ansä̈lldas lojalitet, hur den förhåller sig och uttrycks i en organisation som arbetar med en Talent management strategi. För att besvara syftet med undersökningen ligger dessa frågeställningar till grund; Vilka synsätt på lojalitet finns bland de anställda? Uttrycker de anställda en lojalitet i arbetet och i sådana fall, hur är den riktad? Har en Talent management strategi en inverkan på hur lojaliteten riktar sig och om så är fallet, på vilket sätt? H & M är ett värdestyrt företag där en av värderingarna är ”vi tror på människan”, som visar sig i mycket internrekrytering och karriärmöjligheter inom organisationen. Statistik visar att H & M är en utav Sveriges populäraste arbetsplatser och en organisation som lyckas attrahera och behålla sina anställda, vilket kan tyda på att begreppet Talent management är aktuellt i en kombination av lojala arbetstagare. Undersökningen utgår från tidigare forskning om lojalitet i arbetslivet samt i litteratur som beskriver fenomenet Talent management som relateras till anställdas attityder inför begreppen i en organisation som H & M. Studien är en kvalitativ studie där nio intervjuer genomförts med kvinnliga anställda på H & M i åldrarna 20-45 år och som besitter olika positioner i organisationen. I analys- och resultatet sammanförs en strukturerad version där frågeställningarna återges i huvudrubriker som följs av kategoriseringar. Empirin gestaltas genom intervjuresultat och citat som analyseras utifrån teorikapitlet med en Grounded theory inspirerad metod samt komparativ- och idealtypscentrerad analys. Undersökningen visar att det finns olika karaktärer av lojala anställda på H & M där lojaliteten riktas åt olika håll beroende på hur en Talent management strategi behandlas. Lojaliteten riktas antingen mot kollegorna eller organisationen beroende på hur organisationen skapar förtroende till sina anställda. Där förtroendet brister gentemot ledningen riktas lojaliteten istället mot sina kollegor.
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Csiriková, Kateřina. "Brand management vybrané značky." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-136222.
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Thesis deals with identity and brand management of the brand Garnier, which belongs to the company's portfolio of L'Oréal. The aim is to show options, how to improve the loyalty of customers to this brand. In practical part is analysed the Garnier brand by the determination of its identity, marketing mix and SWOT analysis, which is afterwards used as a background for the primary research. The primary research has the goal to find out the image of the brand and the rate of customer's loyalty. In conclusion there are suggested the changes in Garnier's brand management.
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Weissman, Mark Daniel. "SPORTS SPONSORSHIP: FAN LOYALTY AND PERCEPTION OF THE LAKE COUNTY CAPTAINS MINOR LEAGUE BASEBALL TEAM." Cleveland State University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=csu1417889352.
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Wangpaichitr, Kanate. "How effective is 'relationship marketing' in gaining customer loyalty to securities brokerages?" Thesis, Northumbria University, 2010. http://nrl.northumbria.ac.uk/1854/.
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Relationship marketing (RM) is widely acknowledged as a useful tool in gaining customer loyalty in various sectors. However, to date, there had been no research on how RM impacts customer loyalty in the securities brokerage firm industry in The Stock Exchange of Thailand. This study employs an inductive research approach to explore RM in securities brokerage firms in Thailand’s financial services sector and gain an understanding of customers’ and other stakeholders’ views of RM activities and loyalty to brokerages in an emerging market. Multiple data collection methods were employed, including semi-structured interviews as the main collection method and participant observations in a supporting role. Qualitative content analysis and coding techniques were used for analysing the data. This pioneering research provides new theoretical and practice knowledge and delivers a far more subtle and nuanced analysis of the dynamics at play between customer loyalty, various RM strategies and different customer types – compared to the current literature. The study found that securities brokerage firms in Thailand implemented RM practice but with differences in relationship marketing strategies, depending on the types of customers being targeted. The study identified the main factors impacting on customer loyalty to both local and international securities brokerage firms. Finally, the research confirmed that RM had a demonstrable impact in gaining customer loyalty to securities brokerage firms in The Stock Exchange of Thailand (SET), but with intriguing characteristics, for example, RM’s positive impact on individual short-term investors’ loyalty, not to brokerages, but to particular staff.
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Habberton, Colin Vincer. "Loyalty : the translation of information into value?" Thesis, Stellenbosch : University of Stellenbosch, 2005. http://hdl.handle.net/10019.1/15496.
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Thesis (MPhil (Information Science))--University of Stellenbosch, 2005.ENGLISH ABSTRACT: Loyalty programmes have become very popular over the last 10 years and many businesses have chosen to implement such programmes to support their marketing strategies. Fundamental to the functioning and success of such loyalty programmes is the ability to gather, process, analyse and apply information regarding a business' customers. Such information is generated through customers' interactions with the programme and the business to which it is linked, as well as the various services and their providers that make up the programme. The aim of this research project is to investigate the question of whether an information-oriented strategy, based on the principles and paradigm of loyalty manifest in the global phenomenon of loyalty programmes, can deliver value to a business adopting them. In the process of the investigation, the primacy of information as the source of value for any business in the new economy will be discussed. This will be transposed onto the argument that the customer is the source of revenue generation and drives the flow of value in a business system. The results of these two streams of argument will show how the synergy between customers and their information, through the lens of loyalty economics, can be translated into business value with the achievement of core business objectives, i.e. sustainable revenue, growth, profit and competitive advantage. Evidence of these contentions will be provided by presenting and analysing local and international loyalty programmes as case studies manifesting this approach. In conclusion, the various findings of the research will be synthesised in the context of existing, sound business, customer, and information and knowledge management theory to derive an information oriented model of loyalty. This model is intended to be a strategic framework which a business can apply to provide insight into their decision making and assist in the achievement of their objectives. In further research beyond the limits of this paper, the model is intended to be tested. In application, the validated model's purpose will be to introduce to businesses and their leadership the paradigm of loyalty as a strategic tool. Furthermore, the model could be used as a foundation to assist in the creation, evaluation and development of loyalty programmes and their business implications in practice.
AFRIKAANSE OPSOMMING: In die afgelope 10 jaar het lojaliteitsprogramme baie populer geword en baie besighede het verkies om sulke programme te implementeer om sodoende hulle bemarkingsstrategie te ondersteun. Die grondslag vir die funksionering en sukses van sulke lojaliteitsprogramme is die vermoe om informasie oor klante te versamel, te verwerk, te ontleed en toe te pas. Sulke informasie word gegenereer deur die klante se interaksie met die programme en die besigheid waaraan die program verbind is, asook die verskeie dienste en diensverskaffers waaruit die programme bestaan. Die doel van hierdie navorsingsprojek is om ondersoek in te stel na die vraag of 'n informasie georienteerde benadering, gegrond op die basis van lojaliteit, gemanifesteer in die wereldwye verskynsel van lojaliteitsprogramme, waarde kan toevoeg vir besighede wat hulle aanneem. Die belang van informasie as die bron van waarde vir enige besigheid in die nuwe ekonomie sal as deel van die ondersoek bespreek word. Dit sal saamgevat word in die argument dat die klant die bron is van inkomstegenerasie en dat die klant die vloei van waarde in 'n besigheidsisteem dryf. Die resultate van hierdie twee argumentlyne sal aantoon hoe die sinergie tussen die klante en hulle informasie, deur die lens van lojaliteitsekonomie, bydra to besigheidswaarde deur die bereiking van kern besigheidsdoelwitte, bv. volhoubare inkomste, groei, wins en mededingende voordeel. Bewyse van hierdie stellings sal verskaf word deur plaaslike en internasionale lojaliteits programme te beskryf en ontleed as gevallestudies wat hierdie benadering weerspieel. Ten slotte sal die verskillende bevindings van die navorsing saamgevat word in die konteks van bestaande, goeie besigheids-, klante- en informasie en kennisbestuur ten einde 'n informasie georienteerde lojaliteitsmodel te skep. Hierdie model se doel is om 'n strategiese raamwerk te skep wat 'n besigheid kan toepas om insig te gee in strategiese besluite en om doelwitte te bereik. In verdere ondersoek buite die bestek van hierdie werkstuk sal die model getoets word. In toepassing is die gevalideerde model se doel om besighede en hulle leiers bekend te stel aan die paradigma van lojaliteit as 'n strategiese hulpmiddel. Verder kan die model gebruik word as grondslag vir die skepping, evaluering en uitbreiding van lojaliteitsprogramme en hulle besigheidsimplikasies in die praktyk.
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Roberson, Belinda Gail. "Examining the Relationship Between Trust, Credibility, Satisfaction, and Loyalty Among Online Donors." ScholarWorks, 2015. https://scholarworks.waldenu.edu/dissertations/1862.
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Despite more than $769 million in charitable gifts in 2013, U.S. nonprofit organizations lost $735 million in lapsed and reduced gifts. Donor attrition is a problem for most charitable organizations, and many are using the Internet to cultivate donors. Online communication has become an important part of fundraising for many charitable organizations. The online communication factors in the current study include trust, credibility, and satisfaction. These factors may affect donor loyalty. Donor loyalty may increase or decrease donor attrition. Reducing donor attrition is important to anyone who plays a role in the success of a nonprofit organization. The purpose of the current cross-sectional quantitative study was to examine the relationship between the communication factors and the loyalty among online donors. The theoretical foundation for this study includes Bandura's social cognitive theory and Luhmann's social systems theory.
Data were collected online from a random sample of online donors aged 18 years or older in the United States. Spearman correlation was used to assess the correlation between the independent and dependent variables. The results indicated there is a correlation between communication factors and loyalty among online donors in the United States. This study may help organizations communicate better with donors in an online environment and reduce online donor attrition. Reducing attrition will increase funding to a charitable organization through repeat donations, thereby helping improve finances to support the organization's mission and positively influencing societal change.
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Awan, Salman Ahmad, and Muzafar Said. "Loyalty Enhancing Communication for Telecom Customer Relationships : A Qualitative Study of Telecom Customers." Thesis, Karlstads universitet, Avdelningen för företagsekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-9522.
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The telecommunication business has been transformed in Sweden through the past few years. Previously telecom industry was under monopoly which has now been converted into more competitive market in which more competitors have entered and offering various alternatives of different kinds of services. TeliaSonera has been one of biggest telecommunication service providers in Sweden which is amalgamation between two big companies; Telia, a major Swedish company and Sonera which is Finish counterpart of Telia. Currently, TeliaSonera is offering various communication services to its customers such as Broadband, TV, Fix telephone connections and Mobile phone services. TeliaSonera is offering these services to both kinds of customers; i.e. business and residential customers.The purpose of this research project is to understand the telecom customers‟ switching behavior in detail by distinguishing between two different kinds of customer experiences which are active customers and passive customers, based on their specific characteristics and to learn to design a communication that is effective not only for one kind of customers‟ e.g. active customers but also for passive customers that have been found challenging regarding communication reception generally. By analyzing the outcomes, researchers would be able to demonstrate different features which need to be taken under consideration while communicating to each of these customers. The research has been carried out with an explorative research approach and qualitative interviewing with 13 students of Karlstad University in two parts. Through this research process, the researchers have built the understanding regarding what triggers influence the customers to switch and what kind of communication attracts them in order to make a decision about staying with current operator or switching to the new one. The theoretical framework is constructed on previous research on customer behavior, customer relationship management and contemporary written communication in the field of service management and marketing.The results of the research show that passive customers are more inclined towards the communication that focuses mainly on cheaper price options and they should be frequently communicated the cheaper options whereas active customers mainly search actively for the moreiiirich information therefore they should be communicated various innovative services and beneficial packages through social networking platforms and emailing newsletters.LET-Project
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Cheang, Cheng I. "The relationship between emotional satisfaction and loyalty : the case of Macao's female consumers'role orientations." Thesis, University of Macau, 2004. http://umaclib3.umac.mo/record=b1636696.
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Calmeyer, Sean. "Building long-term customer loyalty in the South African Medical Scheme industry." Thesis, Stellenbosch : Stellenbosch University, 2012. http://hdl.handle.net/10019.1/21432.
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Thesis (MBA)--Stellenbosch University, 2012.ENGLISH ABSTRACT: The medical scheme industry of South Africa has been exposed to fundamental changes during the last decade. We have been witness to various amalgamations and scheme closures as a result of financial pressure and changes to legislation. Never before has it been more important for medical scheme administrators to become more customer focused and find solutions for medical schemes to stay viable into the future. Relationship marketing, a widely acknowledged concept, has been recognised as an appropriate tool to manage relationships and improve customer loyalty over a long-term period. A number of studies have investigated the viability of relationship marketing strategies across different industries. No such studies have however been performed for the medical scheme industry of South Africa. The study therefore aims to investigate how loyalty between medical schemes and their respective administrators is currently maintained. It further aims to determine if the medical scheme industry would benefit from relationship marketing initiatives to encourage long-term loyalty. An in-depth literature study was performed. The underlying aspects under investigation include relationship marketing, customer relationship management (CRM) and customer loyalty. It is thus important to investigate the influence of these three components on the strength of relationships and customer retention. The second phase of the study consisted of in-depth semi-structured interviews with various scheme representatives from the industry. This study is based on an exploratory case and the qualitative data was analysed using pattern finding techniques and qualitative content analysis. The study investigated the factors that have an impact on loyalty in the medical scheme industry. It was determined that relationships between administrators and medical schemes are multilevel and although relationship marketing literature indicates that key account managers are essential for the successful use of relationship based strategies, it was evident that expertise needs to extend beyond only those in key customer management positions. It is evident from the findings of this study that the medical scheme industry of South Africa could benefit hugely from correctly implemented and well researched relationship marketing strategies. This study may therefore be useful to the medical scheme industry in that it provides insight into relationship marketing in the South African context.
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Wasfi, Hummam, and Olena Kostenko. "The Impact of Complaint Management on Customers Retention : Banking Industry in Sweden and Lebanon." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-17199.
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Title: The Impact of Complaint Management on Customer Retention Level: Final assignment for Master Degree in Business Administration Authors: Hummam Wasfi, Olena Kostenko Supervisor: Ehsanul Huda ChowdhuryFiD Date: 2014 – June Aim: The purpose of this study is to examine or inspect the aftermath of effective complaint management structure in relevance to customer’s retention in banking industry. Design/methodology/approach: The framework is structured on the bases of determining the strength of the relationships between the following variables complaint management, customer’s satisfaction and loyalty. Whereas, quantitative data were gathered via questionnaire, and further analyzed using SPSS, particularly, employing the relationship measurement tools Correlation and Linear regression analysis to calculate the extent to which each variable affects the other. Findings: The aftermath of analysis led to fundamentally privileged outcome, whereas, subsequent to computing the extent to which complaint management influences customer retention, we were able to extract three formulas to determine the linear relationships between the variables that stimulate this calculation process. Suggestions for future research: To enhance the representation of sample, future studies should target more cities with variant circumstances, and apply this type of analysis to other industries Originality: This study contributes idiosyncratic evidence to companies on the systematic influence of complaint management on customer’s retention, furthermore, repercussions of these findings has led to analysis distinguishing the distinctive response of customers to complaint management in Sweden and Lebanon. Keywords: Complaint Management, Satisfaction, Loyalty, Retention, Banks, Sweden, Lebanon Originality: This study contributes idiosyncratic evidence to companies on the systematic influence of complaint management on customer’s retention, furthermore, repercussions of these findings has led to analysis distinguishing the distinctive response of customers to complaint management in Sweden and Lebanon.
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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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Lafleur, Martin J. [Verfasser], and W. [Akademischer Betreuer] Gaul. "Loyalty Profiling : Erfolgsdimensionen und Modellansätze eines effizienten und effektiven Customer Relationship Management / Martin J. Lafleur. Betreuer: W. Gaul." Karlsruhe : KIT-Bibliothek, 2009. http://d-nb.info/1013721667/34.
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Mathekgana, Khutso. "The relationship between brand loyalty and brand choice within the emerging markets of South Africa." Thesis, Stellenbosch : Stellenbosch University, 2002. http://hdl.handle.net/10019.1/53154.
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Thesis (MBA)--Stellenbosch University, 2002.ENGLISH ABSTRACT: Brands, compnsing goods and services, serve to differentiate them from those of competitors. These have now proliferated to such an extent that it is difficult for brand owners to reach consumers and make their brands stand out. Brand loyalty has become one of the most frequently studied aspects of the purchasing process. It is thus defined through its measurements as the repeated purchase behaviour of one brand vis-á-vis other brands in the same category. The definition assumes a choice between two or more brands on the shelf. The objective of this project was to establish the presence of a direct relationship between brand loyalty and brand choice (or the lack thereof), in the emerging black markets of South Africa. The issue at hand is what happens in the absence of choice, i.e. the situation where there is only one brand per category. The second aspect to this is how do you measure brand loyalty in the absence of competition. The, outcome of the study clearly states that the choice that consumers are faced with in a particular market, lacks the dictionary meaning, In the absence of other brands in the same stable, loyalty has been found to exist because of the following: Brand being the first to market. Brand's superiority in terms of delivering on its promise, The presence of a strong advertising and promotions team to demonstrate its quality. Disposable incomes that are low and as such consumers' unwillingness to try other unknown brands, The lack of choice was described as a hostage situation, As long as the brand continues to deliver on quality, consumer choice will be deliberate and biased towards one brand. One very interesting other aspect to loyalty was that once it exists; it gets passed from one generation to the next. It becomes a family tradition,
AFRIKAANSE OPSOMMING: Handelsmerke onderskei produkte en dienste van hul mededingers. Die getal handelsmerke het nou tot so 'n mate toegeneem dat handelsmerkeienaars dit moeilik vind om verbruikers te bereik en hul handelsmerke duidelik van ander te onderskei. Handelsmerklojaliteit is een van die aspekte van die koopproses wat die meeste bestudeer word. Op grond van metingsprosedures word dit gedefinieer as 'herhaalde koopgedrag wat een handelsmerk bo ander handelsmerke in dieselfde kategorie bevoordeel'. Hierdie definisie veronderstel 'n keuse tussen twee of meer handelsmerke op dieselfde rak. Die doel van hierdie projek is om die direkte verwantskap tussen handelsmerklojaliteit en - keuse (of die gebrek daaraan) in die opkomende swart markte van Suid-Afrika te bepaal. Die eerste aspek van die ondersoek handel oor wat gebeur as verbruikers geen keuse het nie, m.a.w. as daar net een handelsmerk per kategorie op die rak is. Die tweede aspek handel oor die meting; van handelsmerklojaliteit as daar geen kompetisie van ander handelsmerke is nie. Die gevolgtrekkings van die studie illustreer duidelik dat die keuse wat verbruikers in 'n bepaalde mark het, nie aan 'n woordeboekdefinisie voldoen nie. Daar is ook bevind dat wanneer verbruikers nie 'n keuse van meer as een handelsmerk het nie, lojaliteit wel ontwikkel, om die volgende redes: Die handelsmerk was die eerste een wat in die mark beskikbaar was. Die betrokke handelsmerk doen sy beloftes beter gestand as ander handelsmerke. 'n Sterk advertensie- en promosiespan is teenwoordig om die kwaliteit van die handelsmerk te demonstreer. Die lae besteebare inkomste van verbruikers maak hulle onwillig om ander, onbekende handelsmerke te beproef Die gebrek aan keuse word beskryf as 'n "gyselaar"-situasie. Solank die handelsmerk aan die gehaltevereistes voldoen, sal verbruikers se keuse doelgerig daardie handelsmerk bevoordeel. Een van die interessantste aspekte van lojaliteit wat vorendag gekom het, is die volgende: as lojaliteit eers gevestig is, word dit van een generasie na die volgende oorgedra. So word dit dan 'n familietradisie.
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Fransson, Sara, Karolina Lahdeaho, and Therese Skoglund. "Customer Loyalty: A case study of a local bank in Sweden." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-16177.
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Background: The financial services industry is a highly competitive and fragmented market. Firms are realizing the need and advantage of retaining customers rather than only focusing on acquiring new customers. Managers should focus on increasing customer satisfaction and communication levels as well as providing higher service quality. They should also emphasize the importance of building better relationships with customers to create loyalty. Purpose: The purpose of this thesis is to investigate if customers of a local bank office are loyal, find the factors that create disloyalty and analyze how the bank can increase customer loyalty. Method: To complete the purpose of this paper, the authors prepared a case study on a local Swedish bank and conducted a survey of the bank’s customers to determine levels of loyalty within the company. The authors spent four days in the bank office to have the customers fill in the survey immediately after their experience with the bank. Participants in the survey were customers who visited bank tellers, had booked meetings, or un-booked meetings. Conclusion: It was found that the bank had high levels of customer loyalty, as a majority of the customers were exclusively customers of the bank. Never the less a significant amount of customers had an additional bank(s) which shows the bank has an opportunity to strengthen their market position, but also a need to retain their customers. Customers were satisfied with the service quality provided and the relationships were satisfactory between customers and their advisers. The majority of the customers were contributing to a positive word of mouth, which is an indicator that they are loyal customers. However, the main area of improvement needed by the bank is to implement a better customer complaint management system, as many customers did not know how or where to complain.Bakgrund: Den finansiella tjänstesektorn är en starkt konkurrensutsatt och fragmenterad marknad. Företag inser behovet och fördelen av att behålla kunder snarare än att enbart fokusera på att värva nya. Genom att fokusera på att öka kundnöjdheten för att de existerande kunderna kan de erbjuda en bättre service kvalitet. De bör också betona vikten av att bygga bättre relationer med kunder för att skapa lojalitet. Syfte: Syftet med denna uppsats är att undersöka om en lokal banks kunder är lojala, hitta de faktorer som skapar illojalitet och analysera hur banken kan öka kundlojaliteten. Metod: För att uppnå syftet med vår uppsats utarbetade författarna en fallstudie den lokala banken. Författarna genomförde en undersökning av bankens kunder för att analysera dess lojalitet till företaget. Författarna tillbringade en vecka i banken för att utvärdera kundens erfarenhet i relation till dess besök. Deltagarna i undersökningen var kunder som besökte banken i ärenden inom kassa, bokat möten, eller obokat möte. Slutsats: Det konstaterades att banken hade hög kundlojalitet, då en majoritet av kunderna var endast kunder i banken. Icke desto mindre, en stor mängd kunder hade ytterligare bank(er) vilket visar att banken har en möjlighet att stärka sin ställning på i den lokala marknaden, men också att stärka sin ställning i den existerande kundkretsen. Kunderna var nöjda med den servicekvalitet som banken tillhandahåller och relationer var tillfredsställande mellan kunder och deras rådgivare. Majoriteten av kunderna bidrar med positiva rekommendationer, vilket är en indikator på att de är lojala kunder. Dock är den viktigaste biten av förbättring krävs av banken för att genomföra ett bättre system för hantering av anmälningar, eftersom många kunder inte vet hur eller var att klaga.
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Walldin, Victor. "Customer Conformity in Segmented Supply Chains : A study of Schneider Electric Buildings AB efforts in increasing customer satisfaction." Thesis, Karlstads universitet, Fakulteten för ekonomi, kommunikation och IT, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-13572.
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Riscinto-Kozub, Kristen A. O'Neill Martin. "The effects of service recovery satisfaction on customer loyalty and future behavioral intentions an exploratory study in the luxury hotel industry /." Auburn, Ala, 2008. http://repo.lib.auburn.edu/EtdRoot/2008/SPRING/Nutrition_and_Food_Science/Dissertation/Riscinto-kozub_Kristen_19.pdf.
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Brophy, Keith. "Assessing the Efficacy of Guest Loyalty Programs in the Hotel Industry: A Case Study of Kimpton Hotels." ScholarWorks@UNO, 2006. http://scholarworks.uno.edu/td/317.
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Since 2004, several small hotel chains have introduced guest loyalty programs in order to give their guests "big chain perks" while keeping a boutique identity. Recent studies have raised concerns that loyalty programs do not create brand loyalty. By looking at Kimpton Hotel's recently introduced program, Kimpton InTouch, this study examines the potential for operationalizing guest loyalty programs in a small boutique hotel chain setting. The study utilizes guest information gathered through customer surveys and reviews guest visits and spending patterns to see if there is any indication that loyal behavior exists amongst members of the Kimpton InTouch. This study demonstrates that frequent stay programs serve as a valuable asset in a hotel's ability to nurture a relationship with its membership and increase the overall awareness of its brand in the marketplace.
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Yao, Tianxiang. "Towards an understanding of Human resource management In Furniture Company." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-7948.
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Aim: With today’s rapid economic development, human resource is the only major success in continuing operations. In fact, my parents are engaged in furniture retail industry in south of China, Guangzhou. In the company’s daily operations, we found a lot of issues about human resource management. Employee’s demission and training, and the negative attitude become major obstacles in the way of our company’s development. Through HRM study, I want to understand what factors affect staff movement behavior and loyalty to the company, in order to deal with the staff situation in the company more efficiently. Method: In this thesis, the case study approach was used. Case study research is suitable for explanatory, descriptive and exploratory. Our research chooses two in-depth case studies that base on the interviews with human resource managers. The information that we collect is from qualitative interviews. Through loyalty and movement theory, to identify which factors are affecting staff movement behavior and loyalty to company, as well as analyze how to solute the issue in my family company. Result & Conclusions: After discussion and analysis, the study found: high wages is not the only way to retain employees. Money as reward can cost a lot, and it’s impersonal. Workplace, leadership style, enterprise potential, training opportunity and promotion space also can affect employee loyalty. According to Motivator-Hygiene Theory, to establish motivation system, exciting staff’s enthusiasm for the work. Let staff realize that the successes of the company are directly connected to their performances; staff have responsibility for company’s successes. This is a powerful way to keep employee motivated. For company development of long standing, organization should command constantly more new technology. Staff as the work of actors, to learn more work skills is essential. Employees and the company’s desire is the same. Companies focus on their own development, but also to enhance staff capacity. For development of the company, it should give staff more training and promotion opportunities. Suggestions for future research: It has to note that the limitation of this study is the small number and the limited scope of interviewees. Contribution of the thesis: In this study, I mainly find the solutions that the issues in my family company. After discussion and analysis, I am cognizant of the long-term relationship between staff and organization is important for company development. The rewards for the employee are not just money, but also can be other. That effect and help my family firm staff management.
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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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Gargouri, Chanaz. "Employee Perceptions of Loyalty as a Factor of Performance. Grounded Theory Approach." ScholarWorks, 2017. https://scholarworks.waldenu.edu/dissertations/4058.
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The relationship between employee loyalty and organizational performance has long been recognized but not included in performance appraisal models. This study identifies the perspectives of Master of Business Administration (MBA) candidates at a small private university in the eastern U.S. Fifteen interviews were conducted after distributing flyers among MBA classes and interested students volunteered to participate. The study was qualitative, based on personal interviews, to explore how loyalty is perceived in relation to performance. The theoretical framework used was Hogan's (1983) socioanalytic theory to explain differences in people's performance at work. Through use of a grounded theory approach, employees' perceptions on loyalty as a component of employee performance evaluation inducted to a theoretical model. This research shows, for the first time, loyalty as an expectation of performance from the perspective of individuals preparing to be future managers. The model explains the interrelationship between the suggested dimensions inducted from participants' perceptions for the purpose to assess both company and employee loyalty. The theoretical model demonstrates that a balance is needed to build a loyalty base between the company and employee loyalty that will lead to better performance. Specifically, respondents identified components of loyalty in the dimensions of integrity, flexibility, transparency support, dedication, conscientiousness, accountability, and advocacy. The model supports intuitive recognition that management behavior that creates employee loyalty also improves employee performance. The theoretical model can be used by researchers and human resource professionals to shape their quantitative research and organizational policies.
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Faroughian, Frank Farhang. "The impact of value in developing loyalty in e-services : the case of UK e-banking." Thesis, Kingston University, 2009. http://eprints.kingston.ac.uk/20877/.
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There considerable debate amonst academics and practitioners that the delivery of value to customers represents a focal element through which competitive advantage can be generated. Extent research confirms the impact of value on the development of satisfaction and ultimately customer loyalty in both the business-to-consumer and business-to-business domains. However there paucity of research that focuses on the role and behaviour of value in the broad domain of technology and the specific area of e-services within the b2b domain. This study attempts to address the above identified shortcoming. In order to address the above aim a theoretically grounded model is propsed in which customer perceptions of value of e-banking is treated as a higher order construct of the related get (or benefits) and give (or sacrifices) components. Quality and risk associated witht he use of e-banking are determinants of customer perceptions of value while satisfaction and three forms of behavioural intention (i.e., word of mouth, switching and lock-in) are modelled as outcomes of value. Interrelationships between the antecedents and outcomes of value are also included in the model. Data, obtained from senior executives, from a random sample fo 167 UK based SME organisations operating across different industrial sectors were analysed using the Partial Least Square structural modelling technique. The results make the following a number of theoretical contributions to the subject matter. The conceptualisation of value as formative higher order construct, comprising the get and give components, is analytically supported. However, the differential behaviour of these two components implies that research should examine the nomological structures if get and give separately rather than as a composite, overall, construct. Following from above, it is suggested that related research should treat sacrifices as a component of rather than a determinant of value. Although some results are in line with extant literature there are a number of divergences that are attributed to the specificities of the research domain. This is attributed to and confirms the idisyncratic nature of value and results in the need for value research to account fot domain specific characteristics. Both components of value are significant determinants of satisfaction; however there is considerable different in their relative impact with the get component being dominant. The need for separation of loyalty into different forms of behaviour when examining the impact of value is demonstrated. Specifically, value as an effective mechanism for locking-in customers is demonstrated by the significant impact of both the get and give components. On the other hand neither of the value components are significant determinants of intention to switch and only the get component generates positive word-of-mouth. Finally, the importance of risk in the study of value in the b2b domain is confirmed. On the strength of the above managerial guidelines are proposed.
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Carvalho, Ana Filipa Rêgo de. "Management consulting labs- Galp loyalty." Master's thesis, 2012. http://hdl.handle.net/10362/15837.
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The purpose of this project was to diagnose and estimate the possible value to add to the current loyalty program of Galp and to explore possible redefinitions to the loyalty approach. In order to do that it was performed a deep benchmarking about the company, exhaustive research on the existent data about loyalty and loyalty programs, new data mining with quantitative and qualitative analysis, exploratory market research and ideation sessions. Based on all the work developed, a group of five changes of paradigm were suggested through structured and innovative ideas to answer the challenge proposed.
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Paiva, Diogo Fernando Almeida. "Management consulting labs-Galp loyalty." Master's thesis, 2012. http://hdl.handle.net/10362/15893.
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The objective of this consulting project was to assist Galp Energia in its approach to loyalty. In order to do so, two hypotheses were defined. The first assumed there was value to capture in the existing approach. The second held that it was possible to create value through a radically innovative approach. The methodology used to corroborate those hypotheses encompassed several quantitative analyses, as well as desk research and market research. As a result, a compilation of recommendations comprising implementation proposals that considered both hypotheses as valid was presented in order to suggest a paradigm change
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Duarte, Ruben Andre Martins. "Management consulting labs Galp loyalty." Master's thesis, 2012. http://hdl.handle.net/10362/15903.
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The main objective of this project was to investigate methods to create a new loyalty approach for Galp Energia in order to improve customer retention and reduce churn, related with the expansion of hypermarket chains’ in the Fuel Retail Market and the country’s economical situation. The team carried out on-spot surveys and focus groups, researched loyalty programs’ best practices, analyzed peers practices and the company’s past performance in order to find important customer insights. These were used to develop the final recommendations resulting in a new paradigm to the group’s loyalty approach alongside incremental improvements to the current loyalty solutions.
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Covelo, Vanessa Gonçalves. "Management consulting labs-Galp loyalty learning experience." Master's thesis, 2012. http://hdl.handle.net/10362/15905.
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The purpose of this project was to analyze Galp’s loyalty approach in the Portuguese
fuel market given the industry context, namely the entry of hypermarket and the
resulting increase in competitiveness. The team performed analyses based on analytical
models, qualitative research and internal interviews in order to assess Galp’s potential in
the field of loyalty and consumers’ behavior. The final recommendations were based on
incremental improvements to the Galp’s existing loyalty tool and an innovative
paradigm change of the approach to loyalty.