The Battle of the Customers – Does loyalty exist within the FMCG market?
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Title: The Battle of the Customers – Does loyalty exist within the FMCG market?
Authors: Emmie Thurn 880909, David Gustafsson 870926
Purpose: The purpose with this study is to examine how relationship marketing strategies can enhance companies’ effectiveness, within the FMCG market, in the sense of more satisfied and loyal customers. The 5Qs model will be applied in order to see if there are any critical quality factors that encourage long-term relationship.
Methodology: This quantitative study was based upon positivistic assumptions and carried out by a deductive research approach. The data was collected through two questionnaires, which included 200 customers and 15 representatives from three various FMCG stores.
Conclusion: In this study the authors have found that RM, as the current theory present it, does not provide any effective strategies to create customer satisfaction and loyalty within the FMCG market. Therefore, the authors raise the question if price is the new customer loyalty program within the FMCG market? Ten quality factors are identified as critical when generating a long-term relationship between FMCG stores and customers. To create a successful long-term relationship can these quality factors be combined into a PRODSERV offer.
Keywords: Relationship marketing, quality, customer satisfaction, customer loyalty, 5Qs model, the FMCG market.
Place, publisher, year, edition, pages
2012. , 115 p.
Relationship marketing, quality, customer satisfaction, customer loyalty, 5Qs model, the FMCG market.
IdentifiersURN: urn:nbn:se:lnu:diva-19894OAI: oai:DiVA.org:lnu-19894DiVA: diva2:533442
Subject / course
Business Administration - Marketing
Business Administration and Economics Programme, 240 credits
UppsokSocial and Behavioural Science, Law
Zineldin, Mosad, Professor
Zinedlin, Mosad, Professor