Customer Loyalty and Satisfaction Research Study
Added on 2020-10-22
25 Pages5353 Words154 Views
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Research Project
Table of ContentsINTRODUCTION...........................................................................................................................11.1 Overview..........................................................................................................................11.2 Background of the research............................................................................................11.3 Aim and Objective..........................................................................................................11.4 Research questions.........................................................................................................21.5 Rationale...........................................................................................................................21.6 Significance of the study................................................................................................2CHAPTER 2: LITERATURE REVIEW.........................................................................................42.1 Concept of consumer loyalty ...........................................................................................42.2 Theories of consumer loyalty...........................................................................................42.3 Concept of loyalty cards and reward schemes ................................................................52.4 Relationship between the customer loyalty and rewards schemes ..................................62.5 Past studies on the research .............................................................................................62.6 Literature gap ...................................................................................................................7CHAPTER 3: METHODOLY.........................................................................................................83.1. Research philosophy-......................................................................................................83.2 Research approach..........................................................................................................83.3 Research design .............................................................................................................83.4 Data collection method...................................................................................................93.5 Data analysis tool...........................................................................................................93.6 Population and sampling................................................................................................93.7 Research gap...................................................................................................................103.8 Ethical consideration....................................................................................................103.9 Type of investigation......................................................................................................103.10 Sampling.......................................................................................................................10CHAPTHER 4: DATA ANALYSIS.............................................................................................11CHAPTER 5: RECOMMENDATIONS AND CONCLUSION...................................................185.1 Recommendations..........................................................................................................185.2 Conclusion......................................................................................................................19
INTRODUCTION1.1 OverviewThis research proposal will be dealing with analysis of customer behavior with respect toloyalty cards and reward schemes of an organization. Researcher will develop aim and objectivesof conducting entire research. Developing objectives of this research proposal will also help fordeveloping literature review. After developing aim and objectives, researcher will developliterature review for understanding this topic in deeper meaning. After that, researcher willdiscuss the selection of appropriate research methodology for gathering information. Moreover,researcher will prepare a time horizon for representing distribution of task and for estimatingduration of entire research. Finally, this research proposal will be concluded. If organisation isable to accomplish needs and wants of people as per their demands. Then, they will easilyacquire growth and success. Along with, by taking competitive benefits, they will maintainsustainability at marketplace for maximum period of time.1.2 Background of the researchProviding loyalty cards and rewarding scheme for customer is a part of an organization’sloyalty program (Kang 2015). U.S. merchants started providing loyalty cards and rewardschemes in 1793. They invented the process of giving tokens to customers every time theypurchase products. Customers used to redeem those tokens after collecting a certain amount.From that time, organizations are using this loyalty program for attracting customers in businessoperation. This is a part of marketing strategy of a company. A company offers excitingdiscounts for gaining more customers in business operation. Clients are considered as end userof any product and services. This is must to fulfil their requirements as per their desires so thatthey will be loyal for firm for maximum time span. In this manner, affiliation will be able tomaintain their customer base for longer duration. As a result, they will easily take benefits fromtheir contenders at marketplace. There are many kinds of loyalty programmes will run byaffiliation as this helps to cater them maximum level of satisfaction. This will help to pullnumerous people towards products and services. 1.3 Aim and ObjectiveAim-1
Researcher will aim to analyze customer behavior with respect to loyalty cards andrewards scheme of an organization. Moreover, researcher will also aim for understanding impactof loyalty cards and reward schemes in order to retain customer loyalty.Objectives-To analyze impact of loyalty cards and reward schemesTo analyze the impact of loyalty cards and reward schemes in order to gain customerloyalty.To identify issues of loyalty program in the process of gaining customer loyaltyTo provide some recommendation 1.4 Research questionsWhat are the impacts of loyalty cards and reward schemes?How loyalty cards and reward schemes help in order to retain customer loyalty?What are the issues of loyalty programs in order to achieve customer loyalty?How those issues can be resolved?1.5 RationaleResearcher has observed that in present times most of the companies are unable to retaincustomer loyalty in business operation. Moreover, it is also observed that companies are able toattract customers towards the business operation. That is why, a company needs to develop andimplement loyalty program for retaining customer loyalty. Implementation of loyalty program inbusiness operation is very much important for gaining more customers and for achievingcustomer loyalty (Orel 2014). 1.6 Significance of the studyThis research will help for developing loyalty programs for gaining more customers inbusiness operation. Moreover, this research will help for understanding the issues of the processof gaining customer loyalty. Additionally, this research will help for understanding the need ofloyalty cards and rewarding system for retaining customer loyalty. Each customer has their ownpreferences as well as taste which they want to accomplished. Hence, it is needed fororganisation to offer them items and services accordingly. This will aid them to maintain aneffective brand image at marketplace. Along with this, they will easily compete with rivals inmarket. Manager will develop an appropriate plan; thus, people will complete their task2
systematically. This has been examined that, proper planning will aid staff members as this willwork as a guidelines for them. 3
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