Evaluating Morrisons Loyalty Card Scheme Impact on Customer Retention
VerifiedAdded on 2023/01/16
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Project
AI Summary
This research project investigates the impact of loyalty card schemes, specifically focusing on Morrisons, on customer retention within the UK retail sector. The project begins with an introduction outlining the background, aims, and objectives, followed by a review of key literature and a detailed explanation of the research methods employed, including qualitative research, an inductive approach, and interpretivism. Data collection methods, sampling techniques (random sampling of 20 marketing employees), and data analysis using thematic analysis are described. Ethical considerations are addressed, emphasizing the importance of reliable data sources and informed consent. A comprehensive time plan is provided, detailing the schedule for each stage of the research, from literature review to final submission. The project concludes with a list of references, including books and journal articles that support the research findings. The research aims to understand the concept of loyalty card schemes, analyze their positive and negative impacts, assess their significance for customer retention within Morrisons, and recommend strategies for enhancing customer loyalty.
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