The effectiveness of customer loyalty schemes on repeat purchase behavior in fashion retailing in China
1 Introduction
1.1 Context
Since the implementation of economic reform and open-up policy, China's economy has made tremendous progress. People's living standards are gradually improved over the last 30 years. With the increase of disposable income, Chinese people currently can afford to consume more luxury products. In addition, the Chinese economy experienced deflation in 1998. The Chinese government takes the proactive fiscal policy and the prudent monetary policy to stimuli the domestic economy. Fashion plays an important role in modern people live. The Chinese people regard luxury fashion brands as a symbol of social status. Fashion shopping has become a frequent leisure activity. In urban cities, all kinds of fashion retailing outlets, flagship stores, specialty stores, and department stores occupy the downtown business areas.
Under this economic and social context, china's apparel total sales revenue has achieved 408 billion RMB in 2007. The retailing sales revenue accounts for 305 billion RMB, with an increase rate of 24.17% compare to the last year, according to China Textile Bureau statistical report (2007-2008 China Fashion Industry Development Report, 2008).
China's huge customer base has attracted many foreign brands entering into its markets. For example, Zara and H&M have set some special stores in Beijing and Shanghai at an astonish英语论文网 【http://www.51lunwen.org】ing rate in 2007. The competition of fashion markets in China is intensified. To survive and lead in the competition, the domestic and foreign fashion manufacturers and retailers make all efforts to attract and retain customers from all perspectives.
Customer loyalty programmes were developed in 1980s. The benefits of customer loyalty programmes include saving promotion cost, increasing sales revenue, reducing price sensitivity, and strengthening the brand and corporation images. Customer loyalty programmers are widely applied in airlines, hotels, supermarkets, automobile sales, book stores and online sales. The common practices of customer loyalty programmer include membership club, customer cards, and multiple-purchase discount cards and so on.
The fashion industry is a fast change and dynamic sector. The new fashion trends are updated with each passing day. The innovative style, satisfied shopping experiences, competitive price, all these factors attribute to a success of a fashion retailer. How to retain customer is an important issue for fashion operators. Thus the researcher presents the aim and objective of the dissertation here.
1.2 Research Objectives
1.3 structure of the dissertation
2 Literature Review
2.1 Customer behaviour theory
2.2.1 Customer purchase behaviour
2.2.2 Customer loyalty
2.2.3 Loyalty in retail industry
2.2 Customer loyalty theory
2.3.1Customer loyalty programmes
2.3.2Loyalty cards
2.3 Segmenting consume 本文来自：英语论文网 【http://www.51lunwen.org】