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Lojalitetsprogram: En studie om konsumenternas perspektiv på lojalitetsprogram.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

In this paper I have examined what main factors that a loyalty program should include to make customers interested and engaged in a loyalty program, and to enhance their emotional loyalty towards a brand. A qualitative method was used to study the topic through interviews with four focus groups. The data from the focus groups was analyzed together with Magids theory about high impact motivators to reach emotional loyalty.

The result of the paper showed that to make customers interested to be a member in a loyalty program it has to give them good financial benefits and rewards. However, to reach the emotional loyalty through a loyalty program the most important motivators were the non-financial rewards, rather than the financial rewards. To reach emotional loyalty the loyalty program had to be more personally designed, stand out, have exclusive membership benefits, create excitement for the customers and show ethical commitment.

Place, publisher, year, edition, pages
2017.
Keywords [en]
Customer loyalty, Loyalty program, Emotional loyalty, Financial rewards, Non-financial rewards.
Keywords [sv]
Kundlojalitet, Lojalitetsprogram, Emotionell lojalitet, Finansiella belöningar, Icke-finansiella belöningar.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-67188OAI: oai:DiVA.org:lnu-67188DiVA, id: diva2:1129956
Subject / course
Business Administration - Marketing
Presentation
2017-05-29, 09:00 (Swedish)
Supervisors
Examiners
Available from: 2017-08-18 Created: 2017-08-08 Last updated: 2017-08-18Bibliographically approved

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Lojalitetsprogram - En studie om konsumenternas perspektiv på lojalitetsprogram.(940 kB)68 downloads
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File name FULLTEXT01.pdfFile size 940 kBChecksum SHA-512
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Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf