  Ref: market0036 Consumer loyalty is one of the most valuable assets a retailer could possess. With increased competition from rival stores and brands, a vast range of product choice and variations, and the expansion of internet trading and comparison websites, loyalty is scarcely existent in the modern retail environment. With the retail world saturated in plastic cards, point schemes, and a whole spectrum of consumer loyalty tactics, the investigation into loyalty schemes establishes their effectiveness in living up to their name. Research has expanded knowledge of previous authors, and examines what does and does not make a consumer loyal, taking into account the effect of loyalty cards for both the consumer and retailer. It attempts to develop an understanding of the most effective way for retailers to turn a mere consumer into a loyal customer. The development of loyalty models and analysis of research begin to suggest that loyalty schemes are successful when offering sustainable benefits to the consumer such as special offers, reduced pricing, and free gifts, however the effectiveness of loyalty schemes are dramatically reduced when the participants privacy is invaded with purchase tracking and direct mail. However, it is discussed that loyalty schemes should be used only as one part of a customer loyalty strategy, and that other techniques such as building staff and customer relationships should be emphasised to begin to increase the wavering loyalty levels within today's disloyal retail environments.
CHAPTER ONE Introduction Aim of the Study Objectives Chapter Outlines CHAPTER TWO Literature Review Consumer Loyalty Loyalty within the modern retail environment The Importance of Capturing Loyalty in the Retail Sector Most Likely Loyalists The Loyalty Card Phenomenon Are Loyalty Schemes Successful? Problems and Issues surrounding loyalty marketing An Alternative Answer Gaps in the Literature CHAPTER THREE Research Methodology Research Philosophy Secondary Research Advantages of Secondary Research Limitations of Secondary Research Primary Research Quantitative Research Advantages of Questionnaires Limitations of questionnaires Qualitative Research Advantages of Depth Interviews Limitations of Depth Interviews Samples Analysis of Research Research Ethics CHAPTER FOUR Primary Research Findings– The Consumer & Loyalty Age Groups Ownership of Loyalty Cards Store Loyalty Shopping Factors – The Most and Least Important Attraction to Loyalty Schemes Loyalty Scheme Pros or Cons Influences of Loyalty towards a Store or Brand Loyalty Schemes Vs Loyalty Loyalty Most Likely Significant Reasons for a Decline in Consumer Loyalty Primary Research Findings – The Retailer & Loyalty CHAPTER FIVE Primary Research Analysis Consumer Loyalty Supermarket Loyalty Age & Loyalty Consumer Opinion of Loyalty Schemes What Consumers want from a Loyalty Scheme The Loyalty Card Pyramid Can loyalty be influenced? The Retailer‟s View The Retail Loyalty Model CHAPTER SIX Conclusion An Understanding of Loyalty and Consumers An Understanding of Loyalty and Retailers Investigation into Loyalty Schemes and their Effectiveness Recommendations for Further Research References Bibliography How To Order 1. Select reference number market0036 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |