Question: “DO LOYALTY CARDS MAKE CUSTOMERS MORE LOYAL?”
AN INVESTIGATION INTO THE USE OF LOYALTY CARD SCHEMES AS A STRATEGIC MARKETING TOOL TO MAKE CUSTOMERS MORE LOYAL TOWARDS GROCERY RETAILERS; WITH FOCUS ON THE SUCCESS OF TESCO CLUBCARD.
Answer: 1.0 Introduction
1.1 Rationale
In today’s hyper-competitive environment, loyalty is critically important to businesses and is a vital key to increased profitability and long term survival (Reichheld, 1996). The continued increase in the number of companies entering the retail sector has resulted in fierce competition as existing players attempt to sustain competitive advantage by fostering relationships with their customers in an attempt to obtain and retain their loyalty (Porter, 2004).....(short extract)
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- Subject: Business and Management
- Course: Marketing
- Level: Degree
- Year: 2nd/3rd
- Mark: 72%
- Words: 10856
- Date submitted: May 14, 2009
- Date written: April, 2008
- References: Yes
- Document type: Dissertation
- Essay ID: 1551
