The Pursued Benefits of Customer Loyalty Programs

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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 ....................................................................................................................... 11 2.3. The benefits of loyal customers ................................................................................................. 12 3 CUSTOMER LOYALTY PROGRAMS .................................................................................15 3.1. The evolution from transactional marketing to CRM ...................................................... 15 3.2. The development of customer loyalty programs .............................................................. 16 3.3. The characteristics of loyalty programs ................................................................................ 17 3.3. Types of customer loyalty programs ....................................................................................... 18 3.4. Objectives.............................................................................................................................................. 20 3.5. Benefits and effects .......................................................................................................................... 22 4 RESEARCH METHOD .........................................................................................................24 4.1. Qualitative research ......................................................................................................................... 24 4.2. Data collection through an interview ...................................................................................... 24 4.3. Method of analysis and reliability of the research ............................................................ 25 5 EMPIRICAL PART: CASE PLUSSA-LOYALTY PROGRAM AND K-CITYMARKET ...26 5.1. Introduction to Plussa-loyalty program ................................................................................ 26 5.2. Development of the Plussa-program ....................................................................................... 27 5.3. Differentiation from competitors...
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