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Customer Clubs and Loyalty: A Case Study of Stores Perceptions and Practices
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2023 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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. 

Place, publisher, year, edition, pages
2023. , p. 31
Keywords [en]
Loyalty, customer loyalty, loyalty programs, customer clubs, international marketing, marketing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-62682OAI: oai:DiVA.org:mdh-62682DiVA, id: diva2:1760860
Subject / course
Business Administration
Supervisors
Examiners
Available from: 2023-06-14 Created: 2023-05-31 Last updated: 2023-06-14Bibliographically approved

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