Customers’ expectations and loyalty to their loyalty programs: How customers are reacting according to their socio-demographic factors.
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
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.
1. Which socio-demographic factors are influencing customers’ expectations of their
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.
Loyalty programs, Perceived benefits, Demographic factors, Customer loyalty, Satisfaction
Economics and Business
IdentifiersURN: urn:nbn:se:lnu:diva-44576OAI: oai:DiVA.org:lnu-44576DiVA: diva2:822195
Subject / course
Business Administration - Marketing
Marketing, Master Programme, 60 credits
2015-06-01, Växjö, 12:23 (English)
Zineldin, Mosad, Professor
Pehrsson, Anders, Professor