The Pursued Benefits of Customer Loyalty Programs

LAPPEENRANTA UNIVERSITY OF TECHNOLOGY
SCHOOL OF BUSINESS | INTERNATIONAL MARKETING
THE PURSUED BENEFITS OF CUSTOMER LOYALTY PROGRAMS
Bachelor´s Thesis
Ilona Reinekoski 0329191
December 15th 2009
TABLE OF CONTENTS
1 INTRODUCTION .................................................................................................................... 1
1.1. Objectives................................................................................................................................................. 1
1.2. Research problems .............................................................................................................................. 2
1.3. Delimitations .......................................................................................................................................... 2
1.4. Research method.................................................................................................................................. 3
1.5. Theoretical framework ..................................................................................................................... 4
1.6. Literature review ................................................................................................................................. 4
1.7. Definitions and concepts .................................................................................................................. 6
1.8. Structure of the research .................................................................................................................. 7
2 CUSTOMER LOYALTY .......................................................................................................... 8
2.1. Defining customer loyalty ................................................................................................................ 8
2.2. The degree of loyalty

References: Arantola, H. 2000. Buying Loyalty or Building Commitment- An empirical study of customer loyalty programs Berman, B. 2006. Developing an Effective Customer Loyalty Program. California Management Review (49) 1: 123-148. Bloemer, J. & Kasper, H. 1995. The Complex Relationship between Consumer Satisfaction and Brand Loyalty Boedeker, M. 1997. Relationship Marketing and Regular Customer Cards: Daily Product Retailing in Finland Dick, A. & Basu, K. 1994. Customer loyalty: Toward an integrated conceptual framework Dowling, R. & Uncles, M. 1997. Do Customer Loyalty Programs Really Work?. Sloan Management Review (38) 4: 71-82. Eskola, J.& Suoranta, J. 2003. Johdatus laadulliseen tutkimukseen. 6th edition. Grönroos, C. 2000. Service Management and Marketing- A Customer Relationship Management Approach Huddlestion, P. & Whipple, J. & VanAuken,A. 2004. Food Store Loyalty: Application of Consumer Loyalty Framework Jyrinki, E. 1976. Kysely ja haastattelu tutkimuksessa. 2nd edition. Helsinki: Oy Gaudeamus Ab. Lichtlé, M. & Plichon, V. 2008. Understanding Better Consumer Loyalty. Recherche et Applications en Marketing (23) 4: 121-140. Meyer-Waarden , L. & Benavent, C. 2009. Grocery retail loyalty program effects: selfselection or purchase behaviour change? Journal of the Academic Marketing Meyer-Waarden, L. 2006. The Effects of Loyalty Programs on Customer Lifetime Duration and Share of Wallet Payne, A. 2009. Handbook of CRM - Achieving Excellence in Customer Management Peppers, D. & Rogers, M. 2004. Managing Customer Relationships- A Strategic Framework Reinartz, W & Kumar, V. 2002. Asiakasuskollisuus hallintaan (Mismanagement of Customer Loyalty) Tuomi, J. & Sarajärvi, A. 2003. Laadulllinen tutkimus ja sisällönanalyysi. Helsinki: Kustannusosakeyhtiö Tammi. Uncles, M. & Dowling, G. & Hammond, K. 2003. Customer Loyalty and Customer Loyalty Programs Zablah, A., Bellenger, D., Johnston, W. 2004. An Evaluation of Divergent Perspectives on Customer Relationship Management: Towards a Common Kuluttajatutkimuskeskus 4/2005. [www-document]. [retrieved November 23, 2009]. Hammarsten, H. 2006. Kauppojen korttipeli kovenee. [www-document]. Talouselämä. Kesko. Financial highlights. [www-document]. [retrieved November 23, 2009]. From: http://kesko.com/index.asp?id=9756F2EF68F84613AC726ED420EC4AE8&data=1,0 K-Plussa. Kaikki K-Plussasta. [www-document]. [retrieved November 26, 2009]. Talma, A. 2009. Kesko roadshow. [pdf-document]. [retrieved November 23, 2009]. Ykkösbonus. Tietoa ykkösbonuksesta. [www-document] [retrieved November 26, 2009].From:http://www.ykkosbonus.com/lahikauppa/ykkosbonus.nsf/sivut/index?Ope