英语论文网

Relationship between loyalty card and customer loyalty  ---by the case of UK TESCO supermarket 
Table of contents
1. INTRODUCTION 4
1.1 RESEARCH BACKGROUND 4
1.2 RESEARCH SIGNIFICANCE 5
1.3 RESEARCH AIMS 6
1.4 RESEARCH METHODOLOGY 6
1.4.1. Standardized research 7
1.4.2. Case study 7
1.4.3 Research procedure 9
1.5 Research contents 9
2. LITERATURE REVIEW 10
2.1 THE MEANINGS OF CUSTOMER LOYALTY 10
2.1.1. Simply taking attitude and emotional orientation or conduct orientation as the drive elements of customer loyalty 11
2.1.2 Taking the dual orientation of attitudes and behavior as the drive elements of customer loyalty 12
2.1.3 Taking value orientation as drive elements of customer loyalty 13
2.2 THE RELATIONSHIP BETWEEN CUSTOMER SATISFACTION AND CUSTOMER LOYALTY 13
2.2.1 The meaning of customer satisfaction 13
2.2.2 Relations between Customer satisfaction and customer loyalty 14
2.3 LOYALTY CARDS 16
2.4 CUSTOMER LOYALTY DEGREE MEASUREMENT METHODS 18
2.4.1 Design of customer loyalty measurement indicators 18
2.4.2 Customer Loyalty Measurement Methods and Process Analysis 19
2.5 THE CUSTOMERS’ CONSUMER PSYCHOLOGY REVIEW 21
2.5.1 The connotation and characteristics of consumption psychological behavior 21
2.5.2 Customers purchasing process 24
3. RESEARCH METHODOLOGY AND METHODS 29
3.1 SAMPLES AND INVESTIGATIONS 29
3.1.1 Questionnaire design 29
3.1.2 Sample survey implementation 30
3.2 METHODOLOGIES 31
3.2.1 Analysis methods 31
3.2.2 Study variables Measurement 33
4 .RESEARCH RESULTS AND ANALYSIS OF FINDINGS 37
4.1 SAMPLE STATISTICS 37
4.2 QUESTIONNAIRE VALIDITY AND RELIABILITY TESTING 38
4.2.1 Reliability Analysis 38
4.2.2 Validity analysis 40
4.3 HYPOTHESES TESTING 42
4.3.1 Correlation Analysis 42
4.3.2 Regression analysis 43
4.3.3 Test results 48
5. CONCLUSIONS AND RECOMMENDATIONS 48
5.1 THE RESULTS DISCUSSION 48
5.1.1 Factors that have greater impact and results Analysis 49
5.1.2 Middle impact factors and Analysis 50
5.1.3 Smaller effect factors and the results analysis 51
5.2 RECOMMENDATIONS 52
ReferenceS 53
APPENDIX 56
 

1. Introduction
1.1 Research background
In recent years, accompanied by the globalization of the world economy, the retail sector showing increasingly international, plus the continuous growth of the economies of developing countries, the market continues to expand and investment environment improves much, making many transnational retail giants to take aims to Britain with great potential markets. Britain has a growing number of large-scale chain stores, launching the so-called “loyalty programs”. There are many national chains of supermarkets which introduce such loyalty cards, such as Sainsbury’s and Tesco. Tesco is the first supermarket chain to launch loyalty card system; in the short period of two years after the launch there are over 10 million customers to apply for its loyalty card members. In the Fierce competition of consumer market in UK, the loyalty system has become Marketing tools for retailers to use. Such a system can help them, according to these consumers’ information got from the system, more accurate本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。