The aim of this thesis is to analyze customer loyalty and market fashion apparel, identify customer perception and participation in loyalty programs. Evaluate current approaches of using customer loyalty programs by the biggest fashion houses. Based on the research results suggest recommendations for creating loyalty programs on the market with fashion and clothing. The solution was used focus group methods, questionnaire probes, expert interviews, desk research and market testing, which focused on loyalty and loyalty programs in the fashion industry. Fashion market is divided into segments of low-cost, mass, luxury. Access to loyalty from customers and companies side is different in each segment. Contribution of this thesis is the comparison of loyalty programs on the market of fashion and testing of selected forms of programs. Results of research findings represent a starting point for gaining loyal customers in the fashion industry.

The diploma thesis deals with the usage of mobile applications for communication within loyalty programs and direct marketing. The objective of this thesis is to identify the potential of the usage and to compare the efficiency of the communication through mobile applications for smartphones in communication within the loyalty programs with e-mailing. The comparison of both communication channels was done based on campaigns, which were realized for purpose of this thesis for the real client. Researched metrics were click through rate and conversion rate. The identification of mobile application usage potential for communication was done through questionnaire and interview with experts.

The diploma thesis analyzes the loyalty program at Next PK Ltd. and is focused on research of the loyalty program of this company. Its aim is to analyze the loyalty program and its perception by the loyalty customers. The thesis is divided into six parts -- an introduction, a part about Next PK s.r.o., a theoretical part, a methodological part, a practical part and a conclusion. The theoretical part consists of characteristic of satisfaction, loyalty and loyalty programs. The methodology section describes the method of investigation and also the methodology for evaluating the research. The practical part consists of a survey among loyalty customers in Next where the goal is to analyze the customers' satisfaction or dissatisfaction. The conclusion contains a summary of the investigation and recommendations regarding functioning of the loyalty program Next.

The effectiveness of loyalty programmes continues to be questioned, especially as their cost to firms increase together with their adoption rate across industries worldwide. Given the divergent industry specific findings predominantly focusing on the retail and airline industries, and the lack of previous consideration of important moderating variables type and timing of rewards, this study extended the research to service industries, investigating the effects of customer perceived benefits on loyalty programme effectiveness in terms of both attitudinal and behavioural loyalty. Hypotheses established the extent to which reward design elements (customer perceived benefits and type and timing of rewards) develop customer relationships (perceived relationship investment and brand relationship quality) which are market-based assets driving future revenue for the firm, and resulted in customer loyalty in the financial services industry. A quantitative methodology and survey approach was adopted with a randomly selected stratified sample of respondents. The results supported the validity and reliability of the construct measures and a satisfactory adjusted SEM model fit. The study provided industry-specific outcomes, indicating that social (integration with customer values), exploratory (exposure and access to relevant and timeous knowledge), monetary (financial value) and entertainment benefits drive customer loyalty in the financial services industry, with timing of rewards having no moderating impact and type of reward only impactful for consumers that prefer indirect (non-financial) exploratory and entertainment benefits. Importantly, the benefit of recognition was found not to have a significant influence. The study further supported divergent reward design elements as antecedents of customer loyalty across industries, as a result of the divergent nature of customer relationships between industries. Limitations of the research were consideration of customer characteristics, segments, and the relationship between attitudinal and behavioural loyalty. The study’s theoretical contribution provides for a more comprehensive conceptual model of loyalty programme effectiveness, leveraging customer relationships which are grounded in market-based asset theory, as well as an empirical analysis of previously untested relationships between important variables. The research also confirms the requirement for industry-specific design elements for effective loyalty programmes. For practitioners, the findings provide guidance on design elements of an effective programme within the financial services industry. / Thesis (PhD)--University of Pretoria, 2018. / Gordon Institute of Business Science (GIBS) / PhD / Unrestricted

Background: With apparel and clothing being one of the most highly consumed products for everyday life, businesses within the fashion industry have much demand. In order to gain leverage in a competitive market, many retailers have different strategies and loyalty programmes have been an attractive way for customer relationship management.    Purpose: The purpose of this thesis is to provide additional understanding of fast-fashion retailers’ consumer behaviour, while focusing on their perceptions towards loyalty programmes as an influencing purchasing factor. This study can be beneficial for fast-fashion retailer businesses seeking to improve their loyalty programmes for the development of customer retention.  Method: The study is conducted with a qualitative research design through conducting 16 interviews, with deductive reasonings to understand the phenomenon. The theoretical framework is interpretivism, which allows exploratory type of research to explore the paper’s purpose. For findings and analysis, thematic analysis was adopted to allow flexibility in the modification of data collection and research design.  Conclusion: This study’s findings and analysis identified three main themes linked to customer’s perception towards loyalty programmes: shopping criteria, benefit perception, and behavioural impulse. This suggests that customers do not regard loyalty programmes as an influential factor in their purchasing decision, but rather a second thought. By doing so, the purpose of loyalty programmes is hindered, resulting in repetitive purchasing behaviour being affected as well.

This study examined the relationships between the six benefit types and customer loyalty through trust and satisfaction in integrated resorts. A self-administered survey was developed based on previous studies in customer loyalty and was distributed through e-Reward online survey panel. The findings showed that only financial gaming benefits, functional gaming benefits, and psychological non-gaming benefits had impacts on customer attitudinal loyalty and customer behavioral loyalty through trust and satisfaction in integrated resorts. Besides, functional gaming benefits had the most influence on customer loyalty through trust and satisfaction. This study extended existing literature in integrated resorts by showing that benefit types in a loyalty program can build customer attitudinal loyalty and customer behavioral loyalty in integrated resorts. This study also examined different types of benefits affect customer loyalty in different degrees. For operators of integrated resorts, understanding how different benefits of a loyalty program affect customer loyalty will allow them to modify their loyalty programs effectively to increase revenue and maintain customers.

I Sverige har banksektorn en avgörande inverkan i vårt vardagliga liv, då vi alla i stort sett är kopplade till en bank. Detta har bidragit till att banker har utsätts för ökad konkurrens, vilket sätter stor press på bankerna att sticka ut från övriga konkurrenter och erbjuda tjänster som gör kunden nöjd samt lojal mot sin bank. Idag har bankerna lagt ner stora resurser för att uppfylla en god kundnöjdhet och kundlojalitet. Kundlojalitet är resultatet av flera faktorer som bl.a. kundnöjdhet, förtroende och lojalitetsprogram som också presenteras i uppsatsen. Uppsatsen ska ge läsaren en överblick av hur banker i Borås arbetar för att skapa en god kundlojalitet. Uppsatsen har begränsats till tre banker i Borås, Skandinaviska Enskilda Banken (SEB), Swedbank och Nordea. Syftet är att skapa en djupare förståelse för hur bankerna arbetar för att hålla en god kundlojalitet. Genom en kvalitativ metod har det undersökts hur bankerna arbetar med kundlojalitet och dess viktiga faktorer nöjdhet, förtroende och verktyget lojalitetsprogram. Uppsatsen genomfördes med hjälp av intervjufrågor som grundar sig på tidigare forskning inom kundlojalitet, kundnöjdhet, förtroende och lojalitetsprogram. Respondenter från SEB, Swedbank och Nordea fick svara på frågor angående dessa fyra faktorer och hur de arbetarmed att skapa en god kundlojalitet utifrån deras perspektiv. Vårt resultat visar att de tre bankerna Skandinaviska Enskilda Banken (SEB), Swedbank och Nordea i Borås känner till vikten av att ha en god kundlojalitet för att inte förlora sina kunder. / In Sweden, the banking sector has a determining impact on our everyday life, since we are allgenerally connected to a bank. This has contributed to the fact that banks have been exposedto increased competition, which puts pressure on banks to stand out from other competitorsand offer services that make the customer satisfied and loyal to their bank. Today, the bankshave brought a lot of resources to meet good customer satisfaction and customer loyalty.Customer loyalty is the result of several factors such as: customer satisfaction, trust andloyalty programs who is also presented in the essay.The essay will give the reader an overview of how banks in Borås works to create goodcustomer loyalty. The essay was limited to three banks in Borås, the Scandinavian IndividualBank (SEB), Swedbank and Nordea. The purpose of the essay is to create a deeperunderstanding of how banks work to maintain good customer loyalty.Through a qualitative method, this essay has investigated how banks works with customerloyalty and its key factors satisfaction, trust and the tool loyalty program.The essay consisted of questions based on previous research in customer loyalty, customersatisfaction, trust and loyalty programs. Representatives from the Scandinavian IndividualBank (SEB), Swedbank and Nordea answered questions regarding these four factors and howthey work to create good customer loyalty from their point of view.The results show that the three banks Scandinavian Individual Bank (SEB), Swedbank andNordea in Borås are aware of the importance of having a good customer loyalty in order tonot lose their customers.

According to conventional wisdom, football fans exhibit perpetual loyalty to the clubs that they choose to support. These prevailing beliefs are largely the product of the fanaticism and intense partisanship that fans display. However, in South Africa, the reality is that the majority of the football teams are either failing to harness this loyalty, or that the loyalty levels that their fans display, contradict conventional wisdom. Due to the important role that these fans play in revenue generation, there is a need for leadership at these clubs to better understand this lucrative market. The objective of this study was to establish whether the loyalty levels displayed by fans in South Africa correspond with, or contradict, conventional wisdom. The limited understanding of the matter within a South African context means that clubs lack the required understanding of their respective fan bases. This creates a situation, which stifles the efficacy of management to implement positive changes. This study was anchored in the model of Stewart and Smith (2007) of sport fans' motivations. There are three core dimensions distinguished by the model. These relate to psychological, socio-cultural and social motives, all of which facilitate the process of an individual becoming a fan; and then subsequently remaining loyal. A qualitative research approach was used to collect the data for this study. An interview guide was used to collect the information from the fans and the top management of Cape Town City Football Club through face-to-face interviews. Each interview was recorded with the aid of a voice recorder and all the data collected were then transcribed. The findings from the study show that fans demonstrate more support to Cape Town City Football Club when the team is winning, as opposed to when it is going through a rough patch. Conclusively, the lack of understanding of fans in football clubs means that it is difficult to communicate in an all-inclusive way, considering that not all fans are the same. Based on the findings, the study suggests that leadership at South African football clubs should allow for open dialogues to be created, in which the issues can be discussed; so that practices implemented would better serve the target population.

The purpose of the study was to investigate consumer attitudes towards a brand that in itscampaigns presents a social problem for attention. The study is based on theories in threemain areas, controversial marketing, brand loyalty and purchase behavior. Where brandloyalty is examined in two individual groups, attitudinal loyalty and behavioral loyalty. Threetheories were also used to gain an understanding of how the consumer is influenced, SocialIdentity Theory, Commitment Trust Theory and Interpersonal relationship Theory.Through a deductive approach, survey questions were created as the quantitative method,which were also later used in the study's focus groups, a qualitative method. The respondentsas well as the participants were between 18-60+ to be aware that they both have full controlover their purchasing behavior and have a sense of brand loyalty. The result showed thatsocial marketing is effective in gaining attention from consumers but also the risk that exists.As it can easily have a negative effect on the consumer's brand loyalty, which both affects thebuying behavior of the individual consumer but also people around through WoM. What typeof message and what values the brand has are important to the consumer and that it is of greatimportance that the marketing is adapted to its target group. Since the social marketing isinterpreted differently by individuals and with the right knowledge of its target group, themarketing can instead have a positive effect on its existing consumers.

In a time where the retail sector is undergoing continuous changes and increased competition, establishing and maintaining long-term customer relationships become increasingly critical for a company's success. Marketing constitutes the core of creating and communicating value to customers, as well as sustaining robust customer relationships. This study sheds light on the strategies and methods employed by retail companies in Sweden to address this challenge. The purpose of this study is to examine the strategies retail companies employ to obtain long-term customer relationships. Through semi-structured interviews and an abductive research perspective, the study not only identified challenges and opportunities for retail companies but also provides concrete insights and tools to develop and preserve strong customer relationships. With a specific focus on membership programs, the study revealed companies' unique strategies to enhance customer loyalty and meet today's complex consumer needs. The results reveal that successful retail companies not only offer quality products but also create customer experiences and build long-term customer relationships. Membership programs, sustainability efforts, and technological adaptation are common themes in their strategies. The study provides valuable insights for industry players striving to strengthen their customer relationships in a competitive environment.