Improving loyalty programs by understanding the customer satisfaction and loyalty : case company Tiki
Tran, Duong (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121838060
https://urn.fi/URN:NBN:fi:amk-2023121838060
Tiivistelmä
Customer satisfaction is a crucial factor to be considered in the e-commerce industry. Customer satisfaction can directly affect customer loyalty. Companies have published loyalty programs that provide customers with appealing benefits to retain them. Since the competition in the Vietnamese e-commerce market is harsh, it is necessary that each company create unique loyalty programs to attract and satisfy customers and improve customer loyalty. Tiki is one of the leading companies in Vietnam, and it is one of the few willing to try a brand-new approach. The company has introduced a loyalty program that works on a different basis compared to all other major players. Thus, it is necessary to evaluate how effective the program is, how customers are satisfied with the program, and what can be done to improve the program.
The thesis applies a deductive approach. It uses both qualitative and quantitative methodologies. In this thesis, primary data is collected via a survey targeted at existing users of the new loyalty program. The secondary data are collected from previous studies, including published books, journals, and papers; published articles from reliable sources; and content from the case company itself. The knowledge discussed in this thesis includes the definitions, effects, models, types, and measurements of the related subjects.
Key findings of this thesis are that customer satisfaction can be measured with tangible metrics and that the case company has applied almost all the major types of loyalty programs. Significantly, the thesis has concluded that the customers are not fully satisfied with the new loyalty program. They are mostly worried about the instability and disunity of the program, as well as specific concerns regarding each feature of the program. The thesis determined that the case company should apply the suggested development plan to improve its loyalty program, thereby improving the customer satisfaction and loyalty.
The thesis applies a deductive approach. It uses both qualitative and quantitative methodologies. In this thesis, primary data is collected via a survey targeted at existing users of the new loyalty program. The secondary data are collected from previous studies, including published books, journals, and papers; published articles from reliable sources; and content from the case company itself. The knowledge discussed in this thesis includes the definitions, effects, models, types, and measurements of the related subjects.
Key findings of this thesis are that customer satisfaction can be measured with tangible metrics and that the case company has applied almost all the major types of loyalty programs. Significantly, the thesis has concluded that the customers are not fully satisfied with the new loyalty program. They are mostly worried about the instability and disunity of the program, as well as specific concerns regarding each feature of the program. The thesis determined that the case company should apply the suggested development plan to improve its loyalty program, thereby improving the customer satisfaction and loyalty.