Analysing the Loyalty Card as Promotion Tool; Can It Improve Satisfaction and Loyalty Between the Supermarkets and Customers Such as Tesco Plc Case Study.
Analysing the loyalty card as promotion tool; can it improve satisfaction and loyalty between the supermarkets and customers such as Tesco plc case study.
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* Dissertation main aim
Analysing the loyalty card as promotion tool; can it improve satisfaction and loyalty between the supermarkets and customers such as Tesco plc case study.
Chapter 2 Literature Review * Customer Loyalty
It is more than 20 years since questions revolving the definition of loyalty have been addressed (Grisaffe 2001). Despite this, further readings have shown that a lot more is still attached to the idea and as a result considered to be a complicated phenomenon (Parker and Worthington 2000). One of the outstanding insights into loyalty is said to be the link between behaviour and attitude. Crucial to shading more light towards getting a clear understanding to this is the relationship between behaviour and attitude. It is however worth noting that this is not significantly enough since the perception provides room for behaviour and attitude change in future. Humby and Hunt (2004) are of the opinion that loyalty is more of an emotional concept thus resisting the definition in terms of behaviour. This therefore champions that loyalty is an emotional concept resulting from trust. Others also define loyalty as emotional concept built on empathy (East 1997). Building on the idea and recognition that opinions and feelings are active, variables that include but not restricted to social, physical environments as well as individual abilities have been known to pre-empt action. On the contrary this view can be seen as being loyal functionally in that customer tends to be loyal to a company only because of convenience (Barnes 2002). According to (Grisaffe 2001), loyalty does not rotate around behaviour, for instance, other are buyer whom have developed cognitive rule in that they only buy low priced products, because of this such
Name
Course
Instructor
Date Due
* Dissertation main aim
Analysing the loyalty card as promotion tool; can it improve satisfaction and loyalty between the supermarkets and customers such as Tesco plc case study.
Chapter 2 Literature Review * Customer Loyalty
It is more than 20 years since questions revolving the definition of loyalty have been addressed (Grisaffe 2001). Despite this, further readings have shown that a lot more is still attached to the idea and as a result considered to be a complicated phenomenon (Parker and Worthington 2000). One of the outstanding insights into loyalty is said to be the link between behaviour and attitude. Crucial to shading more light towards getting a clear understanding to this is the relationship between behaviour and attitude. It is however worth noting that this is not significantly enough since the perception provides room for behaviour and attitude change in future. Humby and Hunt (2004) are of the opinion that loyalty is more of an emotional concept thus resisting the definition in terms of behaviour. This therefore champions that loyalty is an emotional concept resulting from trust. Others also define loyalty as emotional concept built on empathy (East 1997). Building on the idea and recognition that opinions and feelings are active, variables that include but not restricted to social, physical environments as well as individual abilities have been known to pre-empt action. On the contrary this view can be seen as being loyal functionally in that customer tends to be loyal to a company only because of convenience (Barnes 2002). According to (Grisaffe 2001), loyalty does not rotate around behaviour, for instance, other are buyer whom have developed cognitive rule in that they only buy low priced products, because of this such
References: Building brand webs: customer relationship management through the Tesco clubcard loyalty scheme, 2005, Bingley: Emerald Group Publishing Ltd. *