Change search
ReferencesLink to record
Permanent link

Direct link
Kundlojalitetsprogrammens faktiska effekt på kundens lojalitet gentemot företaget: En jämförelse av önskade kontra upplevda effekter av medlemskap i kundlojalitetsprogram
2011 (Swedish)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2011. , 51 p.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-46816Local ID: 46f4b1eb-d55e-4818-8fec-54231cfeb0b2OAI: diva2:1020131
Subject / course
Student thesis, at least 30 credits
Educational program
Business and Economics, master's level
Validerat; 20110927 (anonymous)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(847 kB)0 downloads
File information
File name FULLTEXT02.pdfFile size 847 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Erkki, Sandra

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

ReferencesLink to record
Permanent link

Direct link