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Customers’ expectations and loyalty to their loyalty programs: How customers are reacting according to their socio-demographic factors.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Background: Nowadays with the very competitive business environment, it is essential for

companies to gain loyal customers. Loyalty programs are one of the tools at the

disposition of companies to attract and retain their customers. The relationship

between customer loyalty and some socio-demographics factors have been a

subject of researches but the specific relationship between socio-demographics

factors and customer loyalty programs has not been studied yet. This study is

going to try to fulfil this gap.

Purpose: To study the influence of socio-demographic factors on customers’

expectations of their loyalty programs and on their loyalty.

Research questions:

1. Which socio-demographic factors are influencing customers’ expectations of their

loyalty programs?

2. Which socio-demographic factors are influencing program loyalty and company


Methodology: Quantitative research.

Conclusion: It is possible to say that all socio-demographic factors studied have an

influence on at least one of the expectations of customers concerning their

loyalty programs and on their loyalty too. Those factors are then really

important for a company to look at when they start a loyalty program or when

they try to improve it.

Place, publisher, year, edition, pages
2015. , 64 p.
Keyword [en]
Loyalty programs, Perceived benefits, Demographic factors, Customer loyalty, Satisfaction
National Category
Economics and Business
URN: urn:nbn:se:lnu:diva-44576OAI: diva2:822195
Subject / course
Business Administration - Marketing
Educational program
Marketing, Master Programme, 60 credits
2015-06-01, Växjö, 12:23 (English)
Available from: 2015-06-17 Created: 2015-06-16 Last updated: 2015-06-17Bibliographically approved

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