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Abstract
Customer loyalty program is through the maintenance of customer relationships and cultivate customer loyalty to build long-term relationship with customer and reduce the rate of brand switching. Generation Y, in particular, as a main consumer group of tomorrow, their consumer behavior is being more and more concerned by retailers and marketers. How to train Generation Y to be loyal customers?
A strong attention need to be made among retailers industry and is worthy of study by the marketers. As a result, the inspiration for this study comes about.
The purpose of this study is to identify whether Generation Y is loyal to Fast Fashion brand or not. For instance, they like to buy clothing brand from FAST FASHION. So is there any chance they would like to become a member of the brand in order to establish a strong relationship between the consumption repetitions?
In that case, the implementation of the study is in a large group sample of Generation Y-Stirling University as a 本英语毕业论文由英语论文网 www.51lunwen.org整理提供means of exploration Y group. There are three main themes: students’ consumer behavior of Fast Fashion purchasing; the attitude to be a membership cardholder and expect membership card functions. Moreover, literature reviews argument about the disloyal Generation Y is overthrow in the finding stage, but the opposite is found that Generation Y has the loyal feeling when they choose Fast Fashion clothing. In addition, they are quite sensitive to the prices, willing to spend more at favorite brand in promotion time when the price is more attractive. Furthermore, the majority of the reasons that not becoming a member are the retailers do not promote loyalty scheme. Therefore, previous statements and findings recommend a number of implications of future research to be developed.
From the perspective of marketing practice, those who did not promote loyalty scheme are recommended to establish their own membership club. Some more direct approach could be operated in the discount or promotional period. For instance, inputting timely customer buying information can not only retain customers in time, but to cultivate customer loyalty and to lead those members to repeat purchase in the discount season, so as to bring more effective profit to the organization.

TABLE OF CONTENTS

DECLARATION 02
ACKNOWLEDGEMENTS 03
ABSTRACT 04
TABLE OF CONTENTS 06
CHAPTER 1 INTRODUCTION 09
1.1 BACKGROUND 09
1.2 FAST FASHION INDUSTRY 11
1.3 PROBLEM DISCUSSION 12
1.4 PURPOSE AND RESEARCH QUESTIONS 14
1.5 OUTLINE OF THE dissertation 14
CHAPTER 2 A REVIEW OF THE LITERATURE 17
2.1 CUSTOMER BRAND LOYALTY 17
2.1.1 CUSTOMER STORE LOYALTY 17
2.1.2 CUSTOMER SWITCHING BEHAVIOR 19
2.1.3 CUSTOMER LOYALTY LADDER 19
2.2 FOUR TYPES OF FUNCTIONAL CUSTOMER'S LOYALTY 20
2.3 THE SPECIAL NEEDS AND WANTS OF GENERATION Y GROUP 23
2.3.1 THE HUGE POTENTIAL SHOPPING POWER OF GENERATION Y 24
2.4 LOYALTY FORMING PROCESS 25
2.5 GENERATION Y'S ATTITUDE TO THE BRAND LOYALTY 29
2.6 THE BENEFIT TO THE COMPANY OF TRADITIONAL LOYALTY PROGRAM 30
2.7 THE TYPES OF TRADIONAL LOYALTY PROGRAM 31
2.8 THE HISTORY OF LOYALTY CARD APPLICATION 31
2.8.1 UK ISSUED CARDS APPLICATION 32
2.8.2 TYPICAL RETAILER CREDIT CARD SITUATION 32
2.8.3 TESCO SUCCESSFUL LOYALTY CARD 33
2.8.4 THE WORKING PROCESS OF RETAILER CARDS 34
2.9 THE POSSIBILITY OF CARD-HOLDERS PURCHASE WITHOUT LOYALTY CARD