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Bonus, engagemang och känslor: En studie om hur lojalitetsprogram kan främja kundlojalitet
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study is to analyze how customer oriented businesses can use loyalty programs to create loyalty and how loyalty can be increased. We have in this study chosen to refer loyalty program to the loyalty program that belong to the company Jula AB. Our study is written in a qualitative method. In our method, we chose to interview people in Jula organization to get a business perspective to our study. We have also chosen to assemble a focus group of Jula-club members to also get a customer perspective on the subject. When the study is conducted with qualitative research it becomes difficult to formulate our conclusions briefly here. We therefore refer to chapter five in the study for deeper reading. The trends we can see are that loyalty programs can create customer loyalty through a combination of activities that affect customer behavior and attitudes.

Place, publisher, year, edition, pages
2013.
Keyword [en]
Relationship marketing, Customer loyalty, Loyalty programs
Keyword [sv]
Relationsmarknadsföring, Kundlojalitet, Lojalitetsprogram
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-26808OAI: oai:DiVA.org:lnu-26808DiVA: diva2:630658
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2013-06-19 Created: 2013-06-19 Last updated: 2013-06-19Bibliographically approved

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Feltendahl, HenrikGavelius, TimothyKarlsson, Dennis
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf