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  • 1.
    Svensson, Daniel
    et al.
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    Sjöberg, Amelie
    Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
    A quantitative study of the attitudes towards loyalty programs among students2012Independent thesis Basic level (degree of Bachelor), 20 credits / 30 HE creditsStudent thesis
    Abstract [en]

    Title: A quantitative study of the attitudes towards loyalty programs among students

     

    Course/ course code: 2FE16E – Independent degree project of the marketing program with integrated method, 30 hp

     

    Authors: Sjöberg, Amelie 880410; Svensson, Daniel 890329

     

    Background: In today’s global market, companies strive to gain a competitive position and attract as many customers as possible. One of the most important factors within the retail industry is customer loyalty. Loyalty program have become a common tool for companies to carry out in order to attract and keep customers and make them loyal to the company. However, little research has been conducted to understand what attitude customers have towards the programs. Are they really that value adding and effective for customers as companies think they are?

     

    Purpose: The purpose of this paper is to describe students’ attitudes towards loyalty programs within the grocery retail industry. To get an understanding of what offerings that are attractive within a membership in a loyalty program, as well as to see if a membership affects the behavior of customers. 

     

    Method: This quantitative study has been carried out by a deductive approach with questionnaires as the data collection method. The research design has been based on a descriptive design.                                                                                     

    Conclusion: The study found that students have favorable attitudes towards the usage of loyalty programs. Further, the attitudes toward offering segmented loyalty programs were also favorable from students. The study also found signs that indicated that membership inICA’s loyalty program, lead to an increase in frequency of store visits. Additionally the research also found that student’s value economical benefits as the most attractive offerings in a loyalty program, such as discounts and personally customized discount.

                                                                    

    Keywords:    Attitude, loyalty program, frequency, segmentation, offerings, ICA.

  • 2.
    Svensson, Daniel
    et al.
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Tran, Mikael
    Linnaeus University, School of Business and Economics, Department of Marketing.
    Online Loyalty Program & Type Identification: Empirical study concerning Swedish online based loyalty programs & type identification2014Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose: To expand the fundamental knowledge of how online loyalty programs are developed, utilized and maintained.

    Design/methodology/approach: A deductive approach with a qualitative research method, consisting of multiple case studies with a total of four companies operating online within Sweden. The data gathering was conducted through a semi structured interviews.

    Findings: With four companies operating in different industries, holds different levels of experiences of managing an online loyalty program and are in various sizes, it can be concluded that the companies have approached the development of the loyalty programs in similar manners with the customer focus in mind to create loyalty. To expand upon the setup and development of online loyalty programs, a type identification was performed on the cases in the research with some additional theories added upon. The results showcased that the cases were spread out as to regards to their general types.

    Research limitations/implications: Future research could arguably expand upon the research regarding the different loyalty program identity types in an online perspective as the subject has limited previous research while also validate or reject the argued components added onto Berman’s (2006) framework. Additionally the theoretical framework of identification types also requires further research to obtain a more objective analysis that can increase the reliability and external validity of the studies.

    Practical implications: By validating the type identification model, businesses are able to determine what type of loyalty program the organizations holds and what kind of actions are required in order to further develop the program.

    Originality/Value: Establishing an updated framework from which future managers and researchers can obtain an understanding of the different factors that has of importance for the phenomenon.

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