Creating a customer loyalty program for the case company

Abstract

The aim of this study was to implement a customer loyalty program for the case company. Customers are the main financial asset for any company. The specific features of the service industry play an important role in the strategic approach of creating brand-to-customer relationships. The combination of the theory part and the customer investigation outcomes became the basis for the concept of the customer loyalty program.

The thesis consists of the theory and empirical parts. The theory part examined the previous studies on the customer loyalty phenomena, customer satisfaction and commitment and the strategic approach of creating the brand-to-customer relationships. The empirical part was based on the qualitative method of data gathering and analysing. The customer research was organized as structured face-to-face interviews to undercover the phenomena of the satisfaction of the existing loyal customers of the case company.

The results of the study show that the customers are ready to change their buying behaviour if they get the preferred benefits from the company. The case company can increase the profit from the existing loyal customers. However, it is important to implement further customer survey to define the whole customer base into smaller groups based on the specific customer needs and expectations.