Background: Sweden is one of the biggest coffee consuming countries in Europe with the average annual coffee consumption per capita as high as 8.2kg. This mass consumption of coffee therefore creates high level of competition amongst coffee providers in the Swedish coffee market. There are numerous coffee shops and even some food chains and retail stores selling their own brand of coffee. This study will focus on Generation Y, as they will soon be the majority of consumers Purpose: The purpose of this thesis is to investigate and analyze what factors affect Generation Y’s loyalty to coffee shops and examine what forms the basis of Generation Y’s loyalty for coffee shops. Methodology: In this thesis, the research method is based on a quantitative approach using a questionnaire to collect data. The findings are established by using both existing literature and primary data. The questionnaire consists of 432 respondents and 400 respondents’ data was used to answer the research question. The respondents consist only of Generation Y who has lived in Sweden for longer than six months. Conclusion: This study has shown that the most important factor that affects people of Swedish Generation Y to become loyal customers to coffee shops is being provided a comfortable and suitable environment. The second important factor is product quality. The third factor is service. However, for those who are students and unemployed Swedish Generation Y, price is also a factor that could influence their loyalty. Moreover, Coffee shops can use loyalty programs to get their customers’ higher customer loyalty. Key words: Coffee shops, Generation Y, Customer loyalty, Customer satisfaction

Title: Short-term loyalty program at the filling station OMV Czech republic Goals: In general terms to present loyalty programs, which have become a necessary part of many companies in the last years. These companies struggle with the competitors, they try to keep their customers and also to get new ones. The goal is to clarify making of the loyalty program and describe the steps and methods which are associated with the creation together with the introduction of loyalty programs. Another aim of this thesis is to introduce OMV company and its short-term loyalty program, which was taking place at the OMV Czech republic filling station at the turn of year 2012 and 2013. Based on the interviews and SWOT analysis certain improvements have been proposed. Method: For the theoretical background were used studies of specialized literature from marketing and economics. For the final recommendation were used method interview and SWOT analysis. Results: We have introduced the important procedures and methods which are used in creating of loyalty programs. Subsequently, we have analyzed specific loyalty program LIORA, in which we have found several positive and negative aspects. We have also approached the possible threats, which may arise during similar activities. All these knowledge can be applied to the...

Because of the digitalization that takes place today, the retailing field has changed dramatically. Customers buy online, mainly because of its convenience. Consequently, brick-and-mortar stores are facing competition from online companies leading to that some brick-and-mortar stores have to file for bankruptcy. The literature states that brick-and-mortar stores now have to focus on what happens inside the store in order to generate a pleasant experience. In this context, three different concepts are crucial namely, omni-channels, retail customer experience and customer value.  A concept that has emerged in order to provide a superior customer experience is Mash-up, which focuses on a mix of offerings in one store. The research question focuses on examining how Mash-up influences retail customer experience and customer value in order to see how Mash-up combined with omni-channels can influence store attractiveness. Data was gathered through semi-structured interviews from customers who visited the retail stores O:Hedd and AB Småland. The results show that Mash-up tends to influence retail customer experience and customer value positively. A series of various integrated activities tend to not only have a positive impact on the retail customer experience, but it also tends to satisfy both hedonic and utilitarian value. It also emerged that omni-channels, in terms of click-and-collect, are highly valued by the customers and it indicates that the digitalization has to be taken into consideration. Thus, Mash-up combined with omni-channels will influence store attractiveness positively. Thereby, by adopting Mash-up and considering omni-channels, brick-and-mortar stores will still stand a chance against online companies.

The purpose of this study was to establish whether co-branding could be adopted as a strategy for leveraging the favourable perceptions and attitudes of the strong constituent brand onto the co-brand, and, onto the weaker constituent brand. The study used a quantitative research methodology where the data is founded on the results from 369 surveys conducted in Johannesburg. The data was analysed using the independent t-test to accept or reject the proposed hypothesis. Using the Trust Based Commitment Model, the findings of this study show that customers’ commitment to the brand influences them to engage in more loyalty behaviours than those customers in mere functional or personal relationships with the brand. The implication of the results in this study is that the consumer’s commitment to the brand leads them to exhibit loyalty behaviours towards the brand, with the adoption of co-branded products being a possible outcome. As the study is limited to the impact of leveraging a strong sporting brand amongst the adult black male consumer segment in Johannesburg, the study cannot be used to make any inferences on the viability of adopting co-branding to leverage the strength of sporting brands amongst other consumer segments in South Africa.

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in Strategic Marketing January 2016 / While there has been significant research on loyalty programmes in the last two decades, little has been done on the youth market in South Africa. Using the social exchange and relationship marketing theories, the study examines the mediating influence of customer satisfaction, trust and commitment in the relationship between loyalty programmes and repeat purchase behaviour of South African youth. The methodology involved a self-administrated questionnaire adapted from previous studies. Data was collected from 263 South African youth who are loyalty programme members. The study tested six hypotheses using Structural Equation Modeling. The software used was SPSS 22 for descriptive statistics and IBM Amos 22. The findings indicate that all six hypotheses are supported. They also suggest the significance of customer satisfaction as a strong mediator of loyalty programmes and repeat purchase behaviour. Moreover, the study reveals that the mediating influence of customer commitment on loyalty programmes and repeat purchase behaviour is the weakest. The findings reveal that by building customer satisfaction and customer trust amongst the youth, marketers can positively impact on the success of loyalty programmes and repeat purchase behaviour. This study contributes to the literature on loyalty programmes amongst youth within a developing market context. It can assist marketers in developing sound loyalty programmes aimed at the youth market in South Africa. Limitations and future research directions are discussed. / MT2017

Made available in DSpace on 2016-04-25T16:44:43Z (GMT). No. of bitstreams: 1 Elida Silva Pereira Luz Cembranelli.pdf: 1412881 bytes, checksum: a9c8bb3cc9de5ba109de2e3ef55cf7db (MD5) Previous issue date: 2015-04-09 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The current marketing context largely contributed finds it difficult to retain customers. In seeking to understand the customer loyalty process, it is important to perform a theoretical study on the influences that affect consumer decision making through marketing tools to meet the needs of it. In this context, the survey aimed to investigate the customer loyalty process for product and service. We sought to further understand the influences of satisfaction, perceived value, trust and relationship marketing in the decision making process involving the purchase of repetition of the same product and service. Therefore, the survey was based on a literature review and a case study with in-depth interview for resources to interpret qualitative research with a focus on company vehicles Sagittarius. Realized the importance of the subject, before the great challenge in retaining customers in a competitive and with similar products market. For customer retention, some attributes were mentioned, such as: quality, perceived value, performance marketing, commitment, trust and satisfaction. Customer satisfaction is just one of the factors that influence the consumer to maintain the link with the company, determining loyalty, and the consumer can be satisfied with the product and service, but migrate to the competition in search of a differential, which can be price, product differentiation, among other variables. Marketing directly influence the consumer in recognition phase of needs, since the company properly use the marketing mix in its strategy, as well as the use of CRM as an ideal management tool for keeping loyal consumers at the stage of post sale. It is noteworthy that, ultimately, customer loyalty is recognized from the repurchase held by consumers, and this action led by a number of factors such as: satisfaction, perceived value, trust and loyalty / O contexto mercadológico atual amplamente concorrido apresenta dificuldade em reter os clientes. Na busca por compreender o processo de fidelização dos clientes, é relevante realizar um aprofundamento teórico sobre as influências que afetam a tomada de decisão consumidor por meio das ferramentas de marketing para satisfazer as necessidades do mesmo. Neste contexto, a pesquisa realizada teve como objetivo investigar o processo de fidelização do cliente por um produto e serviço. Buscou-se ainda compreender as influências da satisfação, do valor percebido, da confiança e do marketing de relacionamento no processo decisório que envolve a repetição de compra de um mesmo produto e serviço. Para tanto, a pesquisa realizada baseou-se em uma revisão teórica e um estudo de caso com entrevista em profundidade para obter recursos para interpretar a pesquisa qualitativa, com enfoque à empresa Sagitário Veículos. Percebeu-se a relevância do assunto, diante do grande desafio em fidelizar clientes em um mercado concorrido e com produtos semelhantes. Para retenção de clientes, alguns atributos foram citados, tais como: qualidade, valor percebido, desempenho do marketing, comprometimento, confiança e satisfação. A satisfação do cliente é apenas um dos fatores que influenciam o consumidor a manter o vínculo com a empresa, determinando a lealdade, podendo o consumidor estar satisfeito com o produto e serviço, mas migrar para a concorrência em busca de um diferencial, que pode ser preço, produto diferenciado, entre outras variáveis. O marketing influência diretamente o consumidor na fase de reconhecimento das necessidades, desde que a empresa utilize corretamente o composto de marketing em sua estratégia, assim como a utilização do CRM como uma ferramenta de gestão ideal para manter e fidelizar os consumidores no estágio de pós-venda. Destaca-se por fim que a fidelização do cliente é reconhecida a partir da recompra realizada pelos consumidores, sendo essa ação conduzida por um conjunto de fatores, tais como: satisfação, valor percebido, confiança e lealdade

Bakgrund Som en följd av ett hårdare marknadsklimat har allt fler företag antagit en mer kundorienterad inriktning med kundrelationer i fokus (Xie & Chen 2013). Lojala kunder är en värdefull tillgång för företag, och allt fler forskare framhåller vikten av att behålla och vårda de befintliga kunderna (Bahaedin 2012). Ett verktyg för att erhålla och behålla lojala kunder är lojalitetsprogram (Lui & Yang 2009) men inom forskningen råder det delade meningar kring lojalitetsprogrammens effekt och huruvida man erhåller lojala kunder. Motsättningarna kring programmens effekter tyder på att mer forskning krävs för att få en djupare förståelse för kundlojalitet i relation till lojalitetsprogram.Syfte Studiens syfte är att beskriva hur lojalitetsprogram och dess förmåner kan påverka medlemmars lojalitet samt påvisa hur fördelningen av förmåner ser ut hos lojalitetsprogram inom detalj- och dagligvaruhandeln på den svenska marknaden.MetodI studien har en kvalitativ ansats tillämpats i form av fokusgrupp, individuella intervjuer och en innehållsanalys. Fokusgruppen och de enskilda intervjuerna tillämpades för att erhålla en djupare förståelse för medlemmars erfarenhet av och attityder gentemot lojalitetsprogram. Innehållsanalysen tillämpades för att kartlägga ett urval av lojalitetsprograms fördelning av förmåner inom detalj- samt dagligvaruhandeln på den svenska marknaden.Resultat Studiens resultat bekräftar tidigare forskning kring att dagens konsumenter snarare är polygamt lojala. Det är svårt att erhålla sann kundlojalitet genom lojalitetsprogram men studien har visat att de monetära förmånerna kan bidra till beteendemässig lojalitet. Resultatet i denna studie visar även att funktionalitet och pris många gånger har en mer avgörande påverkan i konsumenters val av butik än vilket lojalitetsprogram de är medlem i. Lojalitetsprogrammen som har studerats i denna studie har en jämn fördelning av monetära och icke-monetära förmåner men att det främst är de monetära förmånerna som medlemmar attraheras av är något som syns tydligt i denna studie. De rekommendationer vi kan ge till företag utifrån studiens resultat är att fokusera mer på de icke-monetära förmånerna, hur kunderna behandlas snarare än vilka ekonomiska förmåner de erhåller skulle kunna framkalla mer hållbara lojalitetseffekter.

There is now a trend to move closer to the customer in the form of long-term and lastingrelationships. The market today is characterized by growing competition with new playersconstantly arising. In order to gain competitive advantage with the increasingly challengingmarket, companies require to place the customer in the centre. Being close to the customerand engage in successful efforts to create customer loyalty has become a critical successfactor in many businesses. Especially when the customers in today's market is becomingincreasingly unfaithful and continuously looking for new companies with new productofferings.Many companies have now also realized the importance of trying to retain existing customersas it is more profitable than constantly trying to acquire new ones. In times of highcompetition a loyalty programme can be used to create customer loyalty. A type of loyaltyprogramme is a customer club. By making use of customer clubs as loyalty programs, thecompany can achieve customer loyalty and differentiate their product offering. The motivebehind most customer clubs is to create purchase fidelity.Many fashion companies face the challenge of working with customer care in a way thatstrengthens the company's relationship with their customers. If a fashion company's customerclub is losing loyalty it may cause a serious problem for the company. The following problemis something that the clothing company MQ face today. We had therefore the task ofundertaking to examine the underlying causes of MQ's lack of customer loyalty amongmembers in the company’s customer club.The purpose of the paper was to examine and describe the important factors affecting thedeclining customer loyalty of MQ. By mapping and analyzing possible links between thevarious factors affecting the decrease in customer loyalty, we wanted to seek the underlyingcauses of the MQ's customer loss.In order to seek the underlying causes of the MQ's decreased customer loyalty a study on asample of the company downgraded gold- and silvermembers in the customer club wascarried out. The survey was carried out by telephone interviews in which a prestructuredquestionnaire served as input. We have also done interviews with key people in MQ.In our theoretic frame of references, we have used theories of Ralf Blomqvist et al. MagnusSöderlund, Philip Kotlas et al. and Stephan A. Butscher. We have also made use of twoscientific articles on the impact of loyalty programs.On collecting the empirical data we quickly realized that the customer club average age of 38years did not correspond well with MQ's target group of 20-40 years. The main reason forrespondents decreasing purchases of MQ in 2008 was that the range is not appealing to them.We also found that MQ had updated concept and audience in recent years and that it mayhave contributed to a vague picture of the company among its customers.In conclusion, we have found that it is primarily the older customers who are no longerattracted by MQ's range. Decreased interest in the company as a fashion supplier has led tocustomer members not visiting MQ's stores often. It has led to reduced sales and downgradedcustomers in the customer club. Most of the respondents in the survey felt that they are notinfluenced by its membership of MQ's customer club. They do not choose MQ over otherstores simply because of their membership in the company's customer club. Customer clubmembers value mostly the economic benefits of membership. / Program: Textilekonomutbildningen

I dagsläget har flertalet modeföretag valt att fokusera på kundorienterad marknadsföring istället för massmarknadsföring. Stor vikt läggs vid att skapa stabila och långvariga relationer med sina kunder, för att på lång sikt utveckla ömsesidiga värden samt konkurrenskraft på marknaden. Kundklubbar har numera blivit ett relativt vanligt redskap att tillämpa då det kan uppnås en hög grad av kundlojalitet. Verktyget gör det möjligt att samla in samt bearbeta sådan information som är väsentligt för att komma närmare sina kunder och i slutändan få en djupare inblick i vad de efterfrågar. Kundklubben skapar således en möjlighet att på ett effektivt sätt kommunicera med sina kunder. Konsumenter kan besitta varierande attityder och beteenden gentemot ett kundklubbserbjudande beroende på dess innehåll. Av stor vikt är då att erbjudandena relaterade till kundklubben särskiljs från övriga erbjudanden på marknaden, om kunden över huvud taget ska bli nyfiken och intresserad. Flertalet textila modeföretag har även fått insikt i att nuvarande kunder är konsumenter som kan återkomma gång efter gång. Ett exempel på detta är klädkedjan MQ som har fler än 310 000 lojala kundklubbsmedlemmar som tillsammans står för nära hälften av företagets försäljning.Vår studie handlar om att undersöka, beskriva samt analysera vad konsumenter har för attityder och beteenden gentemot kundklubbar i allmänhet, vilka delar som bör ingå i ett kundklubbskoncept för att attrahera konsumenter på den svenska modemarknaden samt vad som gör MQ:s kundklubbskoncept attraktivt. Enkätundersökningarna är främst baserade på kvantitativa frågor medan intervjun med MQ innehåller kvalitativa frågor.Enligt både den webbaserade och den påstana enkätundersökningen menar övervägande delen av konsumenterna att de har en relativt positiv attityd gentemot kundklubbar då de upplever det gynnsamt med rabatter och bonussystem. Dock var det några av respondenterna som hade en negativ syn på kundklubbskonceptet med motiveringen att de ogillade alla reklamutskick och ansåg att det var dåliga rabattsatser. Vidare anser respondenterna att de tre mest betydelsefulla delarna i en kundklubb är rabatter, bonus på allt de handlar som leder till bonuscheckar samt förtur till reor. MQ menar att deras kunder värdesätter det kortlösa systemet där alla köp registreras på personnumret eller legitimationen samt de generösa erbjudandena. Vidare arbetar företaget med att utveckla sin kundklubb och de utför kundundersökningar, omvärldsbevakningar och analyser. De har även en egen avdelning på företaget som sköter aktiviteter rörande kundklubben. Då respondenterna till våra undersökningar strategiskt valts ut har ingen representativ skildring av populationen skapats utan resultatet gäller enbart för de 280 respektive 56 personer som medverkat i de båda enkätundersökningarna. / Program: Butikschef, textil och mode

A research report submitted to the Faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Management in the field of Strategic Marketing Johannesburg, 2017 / Sales promotions are ever-present occurrences in modern day markets with companies using them as part of their marketing mix (Blattberg & Neslin, 1990). They also have the ability to effect customer satisfaction and in turn the brand loyalty for that consumer (Li-Xin & Shou-Lian, 2010). Bawa and Shoemaker (2004) found links between non-monetary sales promotions and the brand loyalty of a consumer. Consumers exposed to sales promotions usually had increased purchasing probability and enhanced loyalty to the brand, compared to consumers that were not exposed to the promotion. This study set out to establish the effects on the attitudinal loyalty of consumers who missed the opportunity to partake in a free premium sales promotion. Utilizing a quantitative research methodology, data was collected by means of a structured questionnaire from respondents in South Africa. Internal factors such as the consumers experience of cognitive dissonance; emotion showed towards the brand; and their attitudes towards the brand, were measured and analysed through factor analysis. The most notable finding from the study was that the effect on a consumer’s attitudinal loyalty was contained to the attitude they have towards the brand, irrespective of the level of dissonance that might appear or even the emotional feelings they might have for the brand. Missing the sales promotion would almost certainly alter their perception of the brand and change the internal factors a consumer turns to when searching for information and evaluating their post-purchase consumption. Ultimately, a missed free premium sales promotion will do very little to destroy any brand loyalty that is already present with that consumer. / MT2017