The impact of club card on store loyalty: An empirical study of a Swedish grocery retailer
Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE creditsStudent thesis
The aim of this study is to investigate whether club card loyalty have an impact on customers store loyalty. A secondary purpose is to distinguish which attributes of a loyalty card that ICA’s customers prefer, with the focus on the variables; direct- versus indirect rewards, monetary- versus nonmonetary rewards, necessary- versus luxury rewards and immediate- versus delayed rewards.
Place, publisher, year, edition, pages
loyalty, loyalty programs, customer loyalty, club card, behavioral loyalty, attitudinal loyalty, rewards, grocery retailer
Economics and Business
IdentifiersURN: urn:nbn:se:hig:diva-16241Archive number: FE1:16/2014OAI: oai:DiVA.org:hig-16241DiVA: diva2:692700