Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
Abstract
Date: 2023/ 05 / 23
Level: Master Thesis in Business Administration
Institution: School of Business, Society and Engineering, Mälardalen University, Västerås, Sweden.
Authors: David Vasilic (99/05/08) Isidora Malesevic (98/05/04)
Title: Customer Clubs and Loyalty: A Case Study of Stores Perceptions and Practices
Tutor: Ulf Andersson
Keywords: Loyalty, customer loyalty, loyalty programs, customer clubs, international marketing, marketing
Research questions: How do stores perceive the connection between customer clubs and loyalty?
Purpose: The aim of this study is to investigate the perceptions of companies regarding the relationship between customer clubs and loyalty. In addition, the study will investigate the problem of different types of loyalty among consumers
Method: A qualitative research method was chosen for this paper where the empirical gathering had its starting point in interviews with three stores located in Köping.
Conclusion: The result of the study could show clear correlations between loyalty programs and customer clubs. Loyalty programs are an important and powerful tool for cultivating customer loyalty, encouraging repeat purchases and fostering long-term relationships. By offering exclusive benefits, personalized rewards and tailored experiences, companies can encourage customers to choose their brand over competitors. The result from this study demonstrates similar factors and conclusions that earlier research has which strengthens the relevancy for the researched area.
2023. , p. 31
Loyalty, customer loyalty, loyalty programs, customer clubs, international marketing, marketing