Customer loyalty program
Jokinen, Tiina (2014)
Saimaan ammattikorkeakoulu
2014
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014112617036
https://urn.fi/URN:NBN:fi:amk-2014112617036
Tiivistelmä
The objective of the study was to find out the current status and development suggestions for case company’s customer loyalty program in Russia. Both customers' and management’s opinions were clarified, in order to understand, whether those are congruent.
Data for this study was collected by using both qualitative and quantitative methods. This study was carried out by sending a customer satisfaction survey for the existing loyalty customers, and by interviewing company’s management. The theoretical information was gathered from literature, articles, research papers, the Internet and from company’s internal and external reports. The empirical part of the thesis was declared confidential.
The results of the study show that case company’s customer loyalty program in Russia is in the beginning stage, and there are still many unused possibilities to develop the program in order to serve the customers better. The findings of this study will benefit the management and the decision making process in the future. Further study is required to confirm the fact, that the role of the salespeople is very significant in informing about the customer loyalty program to the customers in the stores, and assisting in the card application process.
Data for this study was collected by using both qualitative and quantitative methods. This study was carried out by sending a customer satisfaction survey for the existing loyalty customers, and by interviewing company’s management. The theoretical information was gathered from literature, articles, research papers, the Internet and from company’s internal and external reports. The empirical part of the thesis was declared confidential.
The results of the study show that case company’s customer loyalty program in Russia is in the beginning stage, and there are still many unused possibilities to develop the program in order to serve the customers better. The findings of this study will benefit the management and the decision making process in the future. Further study is required to confirm the fact, that the role of the salespeople is very significant in informing about the customer loyalty program to the customers in the stores, and assisting in the card application process.