Cheng Yuet Yee. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2005. / Includes bibliographical references (leaves 41-44). / Abstracts in English and Chinese. / ABSTRACT (ENGLISH) --- p.i / ABSTRACT (CHINESE) --- p.ii / ACKNOWLEDGEMENT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.v / INTRODUCTION --- p.1 / LITERATURE REVIEW --- p.3 / Definition of Loyalty Programs --- p.3 / Background of Loyalty Program Research --- p.3 / Structural Elements of Loyalty Programs --- p.5 / Extension of Consumer-Focused Loyalty Program Research --- p.13 / THEORETICAL FRAMWORK --- p.15 / Motivation as a Function of Goal Distance --- p.15 / Goal Mechanism --- p.17 / EXPERIMENT ONE --- p.21 / Overview --- p.21 / Scenarios --- p.21 / Measures --- p.23 / Results --- p.23 / Discussion --- p.24 / EXPERIEMNT TWO --- p.26 / Overview --- p.26 / Results and Discussion --- p.26 / GENERAL DISCUSSION --- p.32 / Summary of Findings --- p.32 / Theoretical Implications --- p.32 / Managerial Implications --- p.36 / Limitations --- p.36 / APPENDIX (Sample Scenarios) --- p.39 / Condition: Early Stage (one stamp) and Unit Value Absent --- p.39 / Condition: Late Stage (eight stamps) and Unit Value Present --- p.40 / REFERENCES --- p.41

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Thesis (Ph.D.)--University of Texas at Dallas, 2009. / Includes vita. Includes bibliographical references (leaves 127-131)

Thesis (Ph. D.)--RMIT University, Melbourne, Australia. / "November 2005." Title taken from title screen (viewed October 5, 2007). Includes bibliographical references (p. 150-158) and appendices.

In the first chapter this thesis summarizes all different viewpoints of marketers and other experts in business concerning customer loyalty definition. The second chapter discusses a role customer loyalty plays in business of companies. By selecting appropriate definition of customer loyalty, the purpose of this thesis would be to describe all benefits associated with customer loyalty and suggest solution for their expression in economic terms. These topics are discussed in Chapter 3 and 4. In addition in Chapter 5 and Chapter 6 management of customer loyalty and its determinants will be introduced. By selecting those determinants, which are hidden behind customer motivations to purchase company's products or services, and by managing them, company is able to build customer loyalty and enjoy all associated benefits in a form of increased profitability of its business. Finally in the last chapter loyalty programs and their management are discussed, because they are often used as tools to encourage customer loyalty. All these findings are demonstrated in a case study of Palac Flora, a shopping mall in Prague, which introduced its loyalty program a couple of years ago. The final part of this thesis is devoted to conclusion and bibliography.

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We are living in a competitive business world, on which every company strives to have a better and more significant share of the market. Long term customer relationship is essential in order to reach that success. At the same time, an essential aspect of generating and creating that customer-company engagement, customer loyalty, is product promotion. This research aims to address one of the most important key elements for companies, particularly in the case of Zara: The impact of product promotion on customer loyalty. This particular research aims to illustrate which are the key variables that have the most impact on customer loyalty. There is a hard work/high implication behind customer loyalty for a company; for this reason, it is necessary to know on what to focus, invest, and concentrate. In order to be able to answer the presented question an in-depth research together with a study and analysis has been made. To accurately explore the purpose of this study, we conducted a quantitative research in the Spanish market, aiming to best answer this study. To do so, we administered a survey (created in English and then translated in Spanish) between 157 respondents analyzing different variables on the Spanish market; Promotional Pricing, Point of Purchase Display, Perceived Quality, Perceived Value, Attributes, Customer Relationship, Trustworthiness and Loyalty where the variables analyzed. The theoretical framework that we used to base our survey construction comes from different researchers on the analyzed variables. We made use of different theories from the marketing field as well as promotion-based ones in order to be able to empirically analyze and give an answer to the proposed question of this research. Finally, we concluded by answering the research question, and the research gap found. The main conclusion of this research includes an algorithm that leads to customer loyalty: Customer loyalty = Perceived Value + Customer Relationships + Trustworthiness As presented above, we came to the conclusion that the three main divisors that affect to our customer loyalty formula are: perceived value, customers relationships, and trustworthiness. These fundamental elements that conform to our customer loyalty formula, mostly rely on POP Display as a main promotional tool to impact them.

Modebranschen är en ständigt föränderlig bransch med högt tempo. Konkurrensen är stenhård och hela tiden etablerar sig nya varumärken på marknaden. För att nå framgång, eller för att överhuvudtaget överleva, gäller det att slåss för sin sak – det gäller att synas! Ett företag som verkligen har lyckats i sitt arbete är svensk/amerikanska Gant, de har hittat en väg att följa, en väg som har lett dem till den position de har idag – ett internationellt ledande modeföretag. Att deras företag har en historia bakom sig, något att berätta i sitt varumärke, spelar troligen en stor roll i denna framgång. Syftet med detta arbete är att göra en kartläggning över Gant som företag samt deras marknadsföring och kundgrupp. Detta för att få förståelse för hur de arbetar för att nå långsiktig framgång i den hårda modebranschen. För att ta reda på detta har följande frågor ställts:1.Vad gör Gant som är unikt för att nå framgång på den konkurrenskraftiga marknaden? 2.Vad har varumärket för betydelse för Gants positionering i kundens medvetande?3.Hur jobbar Gant med att marknadsföra sig ut mot kund?4.Vilka är Gants typiska kunder?För att svara på dessa frågor har det varit nödvändigt att använda sig av en kombination av en kvalitativ och en kvantitativ metod. Den kvalitativa i form av intervjuer och den kvantitativa i form av en enkätundersökning, detta för att styrka den sekundärdata som insamlats. Rapporten har ett hermeneutisktiskt förhållningssätt då det handlar om att tolka texter, intervjuer och den utförda enkätundersökningen. Varumärket Gant bygger på en historia om dess amerikanska ursprung och denna historia genomsyrar allt i företaget. Varumärket står för en livsstil vars värderingar präglas av integritet, elegans, karaktär, samförstånd och optimism. I arbetet med att bygga upp ett starkt varumärke har det varit en självklarhet för Gant att vara konsekventa i sin marknadskommunikation. Detta för att konsumenten alltid ska känna igen sig och veta vad Gant står för. Historien bakom Gant är även grunden i all marknadsföring, i vilken det handlar om att förmedla en livsstil och en känsla bakom varumärket. Även om Gant har en väldigt spridd målgrupp är det främst en önskan om god kvalitet och design som kunden värdesätter. De personer som handlar Gant gör det främst på grund av den kvalitet, design och livsstil som Gant erbjuder.Under arbetets gång har det framkommit att bakom Gants framgång ligger en välbevarad historia som alltid har haft en avgörande roll i företagets utveckling. Kontinuitet i allt de tar sig för medför också en stadig grund och ger trygghet åt varumärket. Utöver detta har Gant en otroligt väluttänkt och välgenomförd marknadsföring som ger deras kunder känslan av en uppnåelig dröm. Gants framgång kan alltså sammanfattas med orden: en unik historia, den rätta känslan, en strategisk marknadsföring och kontinuitet i alla delar. / <p>The fashion industry is a constantly changing industry with a high tempo. The competition is fierce and every day new brands appear on the market. To be successful, or even to survive, you have to fight for your cause to be seen and heard! A company that has succeeded in their work is the Swedish / American Gant, they have found a path to follow, a path that has led them to the position they have today – a successful international fashion house. That their company has a story behind it probably plays a major role in this success. The purpose of this essay is to develop an overview of Gant and their marketing and customer group. This is to get an understanding of how they work to achieve the long-term success in the tough fashion industry. The brand Gant is built on a history of its American origins and history that permeates throughout the company. The brand represents a lifestyle whose values are characterized by integrity, elegance, character, understanding and optimism. In the process of building a strong brand, it has been important for Gant to be consistent in their marketing communications. This is to help the costumer to always recognize Gant and always be sure of what Gant stands for. The story behind Gant is also the foundation in all marketing, which is about to convey a lifestyle and a feeling behind the brand. Although Gant has a very diverse audience, it is primarily a desire for quality and design that the customer appreciates. The person who buys Gant does it mainly because of the quality, design and lifestyle that Gant offers. During the work of this essay it has emerged that behind Gant's success is a well-preserved history that has always played an important role in its development. Continuity in everything they do, helps to build a firm foundation and provides security to the brand. Also, Gant has an incredibly well-considered marketing that gives their customers the feeling of an achievable dream. Gant's success can be summarized by the words: a unique history, the right feeling, a strategic marketing and continuity in all areas.</p><p>Program: Butikschefsutbildningen</p>

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The thesis extends previous loyalty research by comparing the performance of brands in subscription markets, specifically financial services and insurance, on a cross-category basis. Large investments are made in these industries on cross-selling initiatives with the hope of bringing about brand growth through increased loyalty. This research found very little variation between the loyalty scores for major brands in each market, suggesting that cross selling attempts are likely to play only a minor role in brand performance. / thesis (MBusiness-Research)--University of South Australia, 2005.