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Acknowledge
It is impossible to finish the dissertation if I am not processing the efficacious research, getting valuable information and having positive advices. In this process, there are many people have helped and supported me; I would like to thank to them.

First, I should appreciate my supervisor, David, Chitakunye, who is always patient when we discussed dissertation, and gave me significant support and feedback until I finished dissertation. Second, I am going to thank to my sister, she is a very nice girl and improve my English level and academic writing. Finally, I would like to thank to my friends, classmates and everybody who help me to do survey, give me some valuable information and advices. I really appreciate.

Thank you very much.

Abstract
Loyalty cards become more and more popular for enterprises to keep customers, especially for the loyal customers. But whether there is a certain relationship between loyalty cards and customer loyalty, there is less researches, so the author chooses Tesco supermarket as the research place, and designs a questionnaire, sends them seldom to customers who go for Tesco, after collecting data, the author uses SPSS and Excel to analyze these data. Based on the hypothesis test results, we know the effect of role of reliability of loyalty cards and Empathy of loyalty cards factors to English Supermarket’s customer loyalty is not significant, because it did not pass the significant test, therefore, it can be identified that when considering several factors affecting on English supermarket customer loyalty, do have a number of factors are not significant, that is relatively speaking, the impact of these factors is weaker than the significant factors. As for the impacting factors through significant test, and model test results and weight calculated results, the test results are explained and analyzed.
Table of contents
1. Introduction 6
1.1 Research background 6
1.2 Research significance 8
1.3 Research aims 9
1.4 Research methodology 10
1.4.1. Standardized research 10
1.4.2. Case study 11
1.4.3 Research procedure 13
1.4.4 Summary 13
1.5 Research contents 14
2. Literature review 16
2.1 The meanings of customer loyalty 16
2.1.1. Simply taking attitude and emotional orientation or conduct orientation as the drive elements of customer loyalty 17
2.1.2 Taking the dual orientation of attitudes and behavior as the drive elements of customer loyalty 19
2.1.3 Taking value orientation as drive elements of customer loyalty 20
2.2 The relationship between customer satisfaction and customer loyalty 21
2.2.1 The meaning of customer satisfaction 21
2.2.2 Relations between Customer satisfaction and customer loyalty 22
2.3 Loyalty cards 25
2.4 Customer loyalty degree measurement methods 27
2.4.1 Design of customer loyalty measurement indicators 27
2.4.2 Customer Loyalty Measurement Methods and Process Analysis 29
2.5 The customers’ Consumer Psychology Review 30
2.5.1 The connotation and characteristics of consumption psychological behavior 30
2.5.2 Customers purchasing process 35
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