Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram
Today’s globalization increases the competition among companies and on this basis the value of maintaining good customer relations has come into focus. A shift has been made from the traditional transaction marketing, and product focus, to relationship marketing. Thanks to the development within inf...
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ftluleatu:oai:DiVA.org:ltu-46816 2023-05-15T17:09:13+02:00 Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram Erkki, Sandra 2011 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-46816 swe swe http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-46816 Local 46f4b1eb-d55e-4818-8fec-54231cfeb0b2 info:eu-repo/semantics/openAccess Social Behaviour Law Samhälls- beteendevetenskap juridik Student thesis info:eu-repo/semantics/bachelorThesis text 2011 ftluleatu 2022-10-25T20:50:09Z Today’s globalization increases the competition among companies and on this basis the value of maintaining good customer relations has come into focus. A shift has been made from the traditional transaction marketing, and product focus, to relationship marketing. Thanks to the development within information technology in recent years relationship marketing has moved forward. Improved data systems enable companies to store and use relevant information regarding their customer base. A popular way of collecting useful information in order to strengthen the relationship with the customer, and thereby increase profitability, is to invest in a customer loyalty program. The aim of this study is to increase understanding of the impact of customer loyalty programs on customer loyalty. This will be done through a comparison of the desired outcome of a customer loyalty program from a company perspective versus the perceived effects on loyalty from a consumer perspective. A case study was conducted at the Elite Hotel in Luleå where eight members of the hotel chain's loyalty program were interviewed regarding their view on the impact their membership has on perceived customer loyalty. In order to analyze the data the theory of Customer Relationship Life Cycle (Peel, 2005) where combined with Customer Relationship Profitability (Storbacka, Strandvik, & Grönroos, 1994). The conclusion drawn is that customer loyalty programs create customer loyalty in interaction with the appropriate service personnel. Validerat; 20110927 (anonymous) Bachelor Thesis Luleå Luleå Luleå Luleå University of Technology Publications (DiVA) |
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Open Polar |
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Luleå University of Technology Publications (DiVA) |
op_collection_id |
ftluleatu |
language |
Swedish |
topic |
Social Behaviour Law Samhälls- beteendevetenskap juridik |
spellingShingle |
Social Behaviour Law Samhälls- beteendevetenskap juridik Erkki, Sandra Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram |
topic_facet |
Social Behaviour Law Samhälls- beteendevetenskap juridik |
description |
Today’s globalization increases the competition among companies and on this basis the value of maintaining good customer relations has come into focus. A shift has been made from the traditional transaction marketing, and product focus, to relationship marketing. Thanks to the development within information technology in recent years relationship marketing has moved forward. Improved data systems enable companies to store and use relevant information regarding their customer base. A popular way of collecting useful information in order to strengthen the relationship with the customer, and thereby increase profitability, is to invest in a customer loyalty program. The aim of this study is to increase understanding of the impact of customer loyalty programs on customer loyalty. This will be done through a comparison of the desired outcome of a customer loyalty program from a company perspective versus the perceived effects on loyalty from a consumer perspective. A case study was conducted at the Elite Hotel in Luleå where eight members of the hotel chain's loyalty program were interviewed regarding their view on the impact their membership has on perceived customer loyalty. In order to analyze the data the theory of Customer Relationship Life Cycle (Peel, 2005) where combined with Customer Relationship Profitability (Storbacka, Strandvik, & Grönroos, 1994). The conclusion drawn is that customer loyalty programs create customer loyalty in interaction with the appropriate service personnel. Validerat; 20110927 (anonymous) |
format |
Bachelor Thesis |
author |
Erkki, Sandra |
author_facet |
Erkki, Sandra |
author_sort |
Erkki, Sandra |
title |
Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram |
title_short |
Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram |
title_full |
Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram |
title_fullStr |
Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram |
title_full_unstemmed |
Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram |
title_sort |
kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget : en jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram |
publishDate |
2011 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-46816 |
genre |
Luleå Luleå Luleå |
genre_facet |
Luleå Luleå Luleå |
op_relation |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-46816 Local 46f4b1eb-d55e-4818-8fec-54231cfeb0b2 |
op_rights |
info:eu-repo/semantics/openAccess |
_version_ |
1766065196599607296 |