Relationship between loyalty cards and trustworthiness towards a brand
Added on 2020-07-22
39 Pages13531 Words143 Views
DISSERTATION (Relationship between loyalty cards and trustworthinesstowards a brand)
AcknowledgementI would like to acknowledge my sincere thanks to my parents and superviser whohas provided guidance and motivation for me and continuously offered her fullsupport to help me overcome any difficulties, thus allowing me to submit acomprehensive report. I am grateful to everyone who gave their time to complete aquestionnaire, as without them I would have no data.Keyword: Customer loyalty card, trustworthiness, brand image, customersatisfaction, Marks and Spencer
AbstractCustomer loyalty card is that way through which company can gain effective customerloyalty toward the brand. A loyalty card is a plastic card that some shops provide to regularcustomers. While customers buys something from the store or shop then each time points areelectronically stored on their card and can be exchanged later for the good and services This isconsidered as most significant aspect in the entire dissertation that supports the investigator inidentifying the criteria to conduct the study. In the present research study, researcher will applythe descriptive research design for conduct the investigation in the most significant aspect. Inaddition to this, investigator will apply quantitative research techniques for analyse therelationship between the customer loyalty card and customers trustworthiness toward the brandwith respect of Marks and Spencer. In this current study, scholar will apply primary datacollection under which survey will conduct for the 25 manager of the Marks and Spencer. Themajor objective of the survey is to collect the information about the Spark loyalty card of theMarks and Spencer organisation. Researcher will take the support of various models, theoriesand concept about the subject that help in analysing the information.
Table of ContentsTITLE OF DISSERTATION...........................................................................................................61 Introduction..................................................................................................................................62 Research Aim................................................................................................................................72.3 Rationale of the study.......................................................................................................82.4 Chapter structure..............................................................................................................83 LITERATURE REVIEW...........................................................................................................103.1Introduction.....................................................................................................................103.2 Concept and terminology of Loyalty card programmes.................................................103.3 Significance and role of the customer loyalty program in the business enterprises.......123.4 Types of Loyalty programmes........................................................................................133.5 Relationship between the customer loyalty card and trustworthiness toward the brand 143.6 Benefits of Spark Loyalty card of Marks and Spencer...................................................174 RESEARCH METHODOLOGY................................................................................................184.1 Introduction....................................................................................................................184.2 Research Philosophies....................................................................................................184.3 Data collection................................................................................................................194.4 Research approach..........................................................................................................204.5 Research techniques.......................................................................................................204.6 Research design..............................................................................................................214.7 Sampling.........................................................................................................................214.8 Ethical considerations.....................................................................................................214.9 Validity and reliability....................................................................................................225 DATA ANALYSIS AD INTERPRETATION..........................................................................23Introduction..........................................................................................................................23Data analysis.........................................................................................................................23Regression......................................................................................................................................285 CONCLUSION ..........................................................................................................................326 RECOMMENDATIONS............................................................................................................34REFERENCES..............................................................................................................................36
TITLE OF DISSERTATIONTo assess the relationship between loyalty cards and trustworthiness towards a brand: A casestudy on Marks and Spencer1 IntroductionIn the today's world every business entity desires to gain the competitive advantage andsuccess in the competitive business environment. In order to gain effective success and marketshare, corporation design such effective strategies and practices through which firm can improveits performance in the market. As customers is a kind of market because entire success of thecompany is largely depending upon the effective customer satisfaction. Thus, it is very importantfor the company to make such effective strategies through which corporation can attract largenumbers of customers (Preston-Shoot and Kline, 2012). Furthermore, it is also very important todesign such attractive and innovative programs through which large numbers of customers canattracted toward the firm. It can be said that loyalty program is a structured marketing strategieswhich developed by the company to attract and encourage customers for regular shopping at theorganisation. A loyalty card also known as the reward card, point card, advantage card or clubcard (Bringle, Hatcher and Jones, S.G. eds., 2012). Thus, it can be said that these criteria forsales the product and services is one of the best way by which company can attract newcustomers and make satisfy the existing customers. With help of this customer loyalty toward thebrand can also increase.In the current dissertation, the major aim is to assess the relationship between loyaltycards and trustworthiness towards a brand with respect of Marks and Spencer. It is one of themost leading retail outlet in the UK. It has several customer's product and services in the marketthrough which it has developed strong brand image in the market. Marks and Spencer have 979stores throughout the UK and 454 international stores (Rasheed, 2013). It produced high qualityof good and services through which it has able to set its distinctive image in the market. Inrespect to the customer loyalty program and reward, it has made special arrangement throughwhich it has successfully gained the customers likes and their loyalty toward the brand (Cozbyand Bates, 2015). Marks and Spencer launched customer loyalty card which name is Sparksloyalty card to reward members with early access to online sales and daily prices draws.In the current study, the major aim of the researcher is to assess the relationship betweenthe customer loyalty card of the Marks and Spencer and trustworthiness toward the brand. For
attain this objective researcher have applied quantitative research techniques along with primarydata collection.2 Research AimThe aim of this study is to analyse the relationship between customer loyalty cards andtrustworthiness in a brand: A case study on Marks and Spencer.As there is a direct relationshipbetween the customer loyalty card and trustworthiness because if company provides customerloyalty card to its customer then it creates interest and loyalty among buyer regarding brand.Customer loyalty card directly affect mind and perception of customer regarding the brand andits product and services through which they bound to come within same brand again and again.Organisations design its customer loyalty card in order to enhance the relationship with corecustomers. Firms can easily collect, hold and analyse customer’s data by providing this loyaltyprogram to its customers with help of attractive and effective customer loyalty and rewardprogram, company can attract new customers interested in deals. In addition to this, loyaltyprogram can induce customers to buy higher priced products from the organisation. Researcherdesires to acknowledge the relationship between customer loyalty card and customertrustworthiness toward brand. With help of this study, researcher can get detail that howcustomer loyalty card affects the customer loyalty regarding brand.2.1 Research ObjectivesTo understand the terminology of customer loyalty card program and its significance inthe organisation. A systematic meaning and terminology of customer loyalty card and itsimpact in the company. In addition to this, customer loyalty card program helps tocompany in attracting customer and retain them for long time.To evaluate the significance of the customer loyalty card program to create thetrustworthiness of customer toward the brand. In addition to this, how customer loyaltycard helps to organisation in developing trust and loyalty among customers so as theylikes to use same brand again and again. Furthermore, how customer loyalty card helpsto company in retain the customer for long time so as firm can improve its brand imagein the market.To analyse the advantage of the Marks and Spencer's Spark loyalty card for bothorganisation and customers. In addition to this, various benefits and its role of Marks andSpencer company's customer loyalty card. How Marks and Spencer loyalty card helps to
company in increase its profitability and retain customer for long time. In addition to this,how this card helps to customer in enjoying several advantages regarding discount andoffers.To determine the relationship between the relationship between loyalty cards andtrustworthiness towards a brand. The impact of customer loyalty card and its impact oncustomer trust and loyalty .Recommendation for improve customer loyalty within theorganisation by organise customer loyalty program and event. Strategies to improvetrustworthiness among buyers so as they can purchase commodity from same brand.2.2 Research HypothesisThis paper defines the relationship between customer loyalty card and trustworthiness towardbrand of company. The following hypotheses are consequent on the basis of the factors thatinfluence trustworthiness of customers-HI: There is a positive and significant relationship between customer loyalty card program andbrand imageH2: There is a positive and significant relationship between the trustworthiness and brand imageof the companyH3: There is a positive and significant relationship between customer loyalty card andtrustworthiness.H4: Customer loyalty card program and trustworthiness are directly associated to one anotherand impacts upon the overall image of a brand. 2.3 Rationale of the studyIn the recent era, corporation requires gaining competitive advantage and sustainability inthe market for long time. For attain this target, firms develop several kids of distinctive policies,practices, strategies and program through which it can gain the large numbers of customerattention. In this aspect, customer loyalty card is one of the strategy through which company cangain the large numbers of customer attention (Gioia, Corley and Hamilton, 2013). Researcher hashuge interest in this topic as they want to explore their theoretical knowledge into the practicalaspect that is why this topic has been selected as a dissertation subject.2.4 Chapter structureIn order to accomplish the dissertation, researcher have to follow a systematic structure.This structure of dissertation are as follows-
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