Change search
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
Ge och ta: En studie om hur e-handelsföretag använder sig av lojalitetsprogram
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Purpose                           

The purpose of this study is to create an understanding of how e-commerce companies use loyalty programs in order to retain their customers and to increase its consumption, and compare this with customer perceptions of loyalty and learn what makes them loyal.

 

Theoretical framework     

The theoretical framework starts with definitions of loyalty and customer loyalty. Further, it discusses what a loyalty program is, how rewards today and in the future affect the consumers, and other promotion offers that are commonly used. The theory also discusses how previous points work in e-commerce.

 

Method                                                   

To take advantage of the companies’ point of view and at the same the customers’ perspective, the survey is based on a combination of a qualitative and quantitative study. In the study, two companies in the fashion industry were interviewed and 391 respondents participated.

 

Empirical study                

In the empirical study the interviews with the two e-commerce companies are first presented, which revolves around their use of loyalty program. It´s followed by a presentation of the results from the quantitative study with 391 respondents, where we took part of their view of customer loyalty.

 

Conclusion                       

E-commerce companies are using a combination of SP and CRP in their loyalty programs and it is important to adapt to a changing market. According to the customer group loyalty is based on a lot of confidence in the company and the customers often focus on the deal that is most affordable for them right now. Loyalty is also based on other aspects such as customer service and security, which is provided for loyalty programs to work.

Place, publisher, year, edition, pages
2013. , 47 p.
Keyword [sv]
lojalitet, kundlojalitet, lojalitetsprogram, e-handel
National Category
Social Sciences
Identifiers
URN: urn:nbn:se:hh:diva-22999OAI: oai:DiVA.org:hh-22999DiVA: diva2:631248
Subject / course
Business
Supervisors
Examiners
Available from: 2013-06-24 Created: 2013-06-20 Last updated: 2013-06-24Bibliographically approved

Open Access in DiVA

Hansson & Wrangmo(3636 kB)415 downloads
File information
File name FULLTEXT01.pdfFile size 3636 kBChecksum SHA-512
1e7d2769eae3c898bfbb8eb4b606f17c0e7000624757d75a7aa21721778684f64b414914d37da48511e2e2f67aa17efc7e9532c470bc33eaa1edb92a05eb08fb
Type fulltextMimetype application/pdf

By organisation
School of Business and Engineering (SET)
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 415 downloads
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

urn-nbn

Altmetric score

urn-nbn
Total: 663 hits
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