The video streaming industry has grown at a rapid speed during the past decade and has becomea trending topic in regard to technological advancements. Nowadays, there are manycompetitors in the market, and it is getting harder to stand out from the competition. Furthermore, the customers are demanding more in their choice of video streaming servicesand are expecting several features and functions in order to retain the service. Electronic Customer Relationship Management (eCRM) is a tool that has been used by providers of videostreaming services in order to improve long-term customer relationships. eCRM has beenresearched before as well as implemented by many companies. However, there are stillresearch gaps in relation to a potential impact that eCRM features have on customer loyalty, aswell as a managerial need to investigate these issues further. The purpose of this thesis is to develop deeper knowledge about how pre-, at- and postpurchase features of eCRM affect the customer loyalty in the video streaming industry. Thecontext of the study was the video streaming industry as it has increased majorly in popularityover the past years and there are many features to consider in the purchasing process. Therefore,we developed a conceptual model that was based on prior research to investigate the influenceof specific features on customer loyalty. The empirical data collection was conductedconsidering the conceptual model. This study was conducted by using a qualitative methodwith semi structured interviews, the respondents consisted of active users of a streaming serviceat the age between 18 to 34 years old. By analyzing the empirical data, we could determinefeatures of eCRM that affected and did not affect customer loyalty in our study. The findings showed that all the steps of the purchase process had features that affectedcustomer loyalty. The features of pre-purchase that we found relevant to customer loyalty inour study were captivating customers, which refers to the ability to attract customers' attention. The features of captivating customers are marketing, popularity, and recommendations, andout of these features, it was popularity and recommendation that we found affecting thecustomers loyalty. The features of the second step in the purchase process, at-purchase, that wefound affecting customer loyalty in our study were assortment, price, and convenience. Assortment refers to the content and supply of the service while the price refers to how muchthe service cost. Convenience is divided into four parts, the number of profiles, active users,devices that can use the service and the ability to stream offline, all these features exceptstreaming offline were found to have an effect on customer loyalty. Post-purchase refers to astage after the purchase has been made and, in our study, we found that the feature of clientcommunication has an effect on customer loyalty. Client communication is the communicationthat accrue between company and customer.

Purpose – The purpose of this study is to investigate the relative efficacies of intrinsic and extrinsic cues as drivers of customer loyalty to financial institutions between male and female bank customers. Design/methodology/approach – A large-scale survey of 872 customers of a national bank serves as the study setting. Findings – Results showed that extrinsic cues were the more effective correlates of customer loyalty and that gender does not moderate the relationships between image cues and customer loyalty. Research limitations/implications – The cross-sectional nature of the current study does not allow causal inferences. Therefore, future studies should adopt longitudinal designs. Practical implications – Results suggest that, although transmitting a favorable image through extrinsic cues is critical, nevertheless, intrinsic cues (interactions among customers and bank personnel) should not be ignored. To reinforce this not only among current customers but also among potential customers, banks should use advertisements featuring favorable testimonials. Originality/value – Empirical research in the banking services literature pertaining to the efficacies of intrinsic and extrinsic cues in forming customer loyalty is scarce. This study fills in the void. Also, in determining if the relationships between image and customer loyalty vary by gender, the authors not only looked at male versus female differences on the basis of average construct scores but also examined the structural relationships among the constructs.

Con esta investigación se pretende averiguar si existe una significancia positiva entre el e-Branding y la fidelización en Instagram dentro del sector de cosméticos para el público mujeres residentes de Lima Metropolitana con un rango de edades de 18 a 35 años. Para averiguar ello, los principales objetivos son saber cuál es el nivel de fidelización del público objetivo según sus edades generacionales, conocer si existe una significancia positiva entre el sentido de pertenencia entre usuario-marca y la fidelización hacia la marca, identificar si la interacción con la marca tiene una significancia positiva por las usuarias en la plataforma de Instagram y por último determinar si el e-branding tiene una significancia positiva para lograr la fidelización de las usuarias en la plataforma de Instagram. Cabe destacar que la presente investigación es descriptivo correlacional, no experimental, con un diseño transversal y un enfoque mixto. En orden para corroborar la presente investigación, se realizaron estudios de forma cualitativa y cuantitativa. El estudio cualitativo consistió de entrevistas a expertos y dos focus group al público objetivo cuyos resultados están plasmados en el capítulo III. A su vez, el estudio cualitativo se centró en encuestas virtuales a 258 personas y sus resultados se encuentran en el capítulo IV. Finalmente, se puede concluir que sí se aprobó la hipótesis planteada mediante una prueba de Chi Cuadrado en IBM SPSS y se propusieron estrategias y tácticas de acuerdo a los objetivos planteados que se muestran en el capítulo V y recomendaciones a futuras investigaciones. / This research aims to find out if there is a positive significance between e-Branding and loyalty on Instagram within the cosmetics sector for the target, female residents of Metropolitan Lima with an age range of 18 to 35 years. The main objectives are to know what is the level of loyalty of the target audience according to their generational ages, to know if there is a positive significance between the sense of belonging between the user and brand loyalty, to identify whether the interaction with the brand has a positive significance for users on the Instagram platform and finally determine if e-branding has a positive significance for achieving user loyalty on the Instagram platform. It should be noted that this research is descriptive, correlational, non-experimental, with a cross-sectional design and a mixed approach. In order to corroborate the present investigation, studies were carried out in a qualitative and quantitative method. The qualitative study consisted of interviews with experts and two focus groups to the target audience, the results of which are reflected in Chapter III. In turn, the qualitative study focused on virtual surveys of 258 people and its results are found in Chapter IV. Finally, it can be concluded that the hypothesis proposed was approved by means of a Chi Square test in IBM SPSS and strategies and tactics were proposed according to the stated objectives shown in Chapter V and recommendations for future research. / Trabajo de investigación

El presente trabajo tiene como objetivo analizar la relación entre las estrategias inbound en la fidelización y la recompra de prendeas de vestir femeninas en tiendas por departamento. Por ello se analizarán variables como estrategias Inbound, outbound, fidelización, comportamiento del consumidor específicamente femenino. Se tomó la decisión de analizar esto debido a que a pesar de la existencia de una variedad de artículos en línea existe un vacío teórico acerca del tema, razón por la que el trabajo se enfoca con mayor énfasis en las estrategias usadas por las empresas para que las clientas repitan la compra en especial de prendas de vestir en las tiendas por departamento. También, se espera analizar y constatar que las estrategias realizadas por dichas tiendas por departamento, impulsan a la recompra de las consumidoras. Por otro lado, el tipo de investigación a usar será descriptivo correlacional y de carácter no experimental transversal. Finalmente, para recolectar información se usarán entrevistas a profundidad a expertos del tema y focus group a las consumidoras. / The presente investigation aims to analyze the relationship between inbound loyalty strategies and the repurchase of female clothing items in department stores. Therefore, variables such as inbound, outbound, loyalty, specifically female consumer behavior will be analyzed. The decision was made to analyze this because, despite the existence of a variety of online articles, there is a theoretical gap on the subject, which is why the work focuses with greater emphasis on the strategies used by companies to customers repeat purchases of clothing in department stores in particular. Also, it is expected to analyze and verify that the strategies carried out by said department stores, promote the repurchase of consumers. On the other hand, the type of research to be used will be descriptive, correlational and non-experimental in nature. Finally, in order to collect information, in-depth interviews will be used with experts on the subject and focus groups with consumers. / Trabajo de investigación

Las acciones del social media se componen por 5 factores que son entretenimiento, personalización, tendencia, interacción y eWOM los cuales, se quiere comprobar si afectan directa o indirectamente con el engagement de las marcas. Es por esta razón que muchas marcas emplean diversas estrategias a través de sus redes sociales para atraer a su público objetivo. Por un lado, se sabe que hoy en día se vive de una era totalmente digitalizada, donde las mamás millenials componen un gran porcentaje de la población a estudiar . Es por ello, que la industria textil ha puesto su enfoque en ellas, ya que estos tienen la necesidad de comunicarse digitalmente. Con toda esta información, se busca profundizar la comprensión de la relación entre las acciones del social media y el engagement. Esta investigación se realizará mediante encuestas, las cuales se emplearán a un mínimo de 400 mamás jóvenes millennials de 25 a 35 años. Las hipótesis serán validadas a través de un estudio correlacional y bivariado y los resultados se determinarán viendo que tan debil o fuerte es la correlación entre las diferentes variables. / The actions of social media are made up of 5 factors that are entertainment, personalization, trend, interaction and eWOM which, we want to see if they directly or indirectly affect the engagement of brands. It is for this reason that many brands use various strategies through their social networks to attract their target audience. On the one hand, it is known that today we live in a fully digitized era, where millennial moms make up a large percentage of the population to study. That is why the textile industry has focused on them, since they have a need to communicate digitally. With all this information, we seek to deepen the understanding of the relationship between social media actions and engagement. This research will be conducted through surveys, which will employ a minimum of 400 young millennial moms between the ages of 25 and 35. The hypotheses will be validated through a correlational and bivariate study and the results will be determined by seeing how weak or strong the correlation is between the different variables. / Trabajo de investigación

La evolución de los medios online ha ocasionado gran impacto en la comunicación de marca y la participación de las marcas durante los últimos años. De la misma manera, este impacto afecta principalmente a las marcas que ingresan al mercado a través del canal digital utilizando herramientas del marketing en las redes sociales o creando una página web para el crecimiento del negocio. Existe todo un proceso para lograr la recompra de productos y generando así la lealtad de marca de los consumidores siendo este el objetivo principal de las marcas. El presente trabajo de investigación considero que, para lograr este objetivo, se debe conectar con los clientes; es decir, el engagement de la marca que se enfoca en la relación de los clientes con la marca. De esta manera, se crea un vínculo emocional y social, lo cual conlleva a que el consumidor interactúe con la marca mediante el canal online. Se utilizó una metodología de recolección de datos del campo cualitativo y cuantitativo con la finalidad obtener resultados favorables para la investigación. En primera instancia, se llevó a cabo entrevistas a expertos del sector retail de belleza y cuidado personal; se realizó también un focus group con el público objetivo del estudio. La segunda parte, de carácter cuantitativo, se ejecutó encuestas online a usuarias en base a los objetivos específicos de la investigación. / The evolution of online media has had a great impact on brand communication and brand participation in recent years. In the same way, this impact mainly affects brands that enter the market through the digital channel using marketing tools on social media networks or the companies create a website for business growth. There is a whole process to achieve the repurchase of products and thus generating the brand loyalty of the consumers which is the main objective of the brands. The present research work considers that to achieve this objective, the brands must connect with clients; in other words, that means the engagement of the brand which is focus on the relationship of customers with the brand. In this way, an emotional and social bond is created, which leads the consumer to interact with the brand through the online channel. A qualitative and quantitative field data collection methodology was used in order to obtain favorable results for the research. The first part of the study, interviews were conducted with experts from the retail beauty and personal care sector; a focus group was also held with the study's target audience. The second part, of a quantitative nature, was carried out online user surveys based on the specific objectives of the research. / Trabajo de investigación

Los cambios en el comportamiento del consumidor que se ha logrado percibir a través de los años ha causado que muchas de las empresas que compiten en el mercado, sin distinción de rubro, hayan optado por adaptarse a los nuevos cambios latentes. Estos cambios se generan en base a que los consumidores ya no buscan solamente adquirir productos o servicios, sino que esperan que estos les generen emociones, es así que nace el marketing experiencial, un nuevo tipo de marketing que, a diferencia del marketing tradicional, busca generar vínculos con el cliente y que así viva experiencias únicas de consumo. Como consecuencia se logra generar valor y trasmitir fidelidad y lealtad en el cliente de hoy en día, el cual es más exigente con las marcas. Por lo tanto, el siguiente trabajo investiga a la lealtad de consumo que los consumidores de 25 a 39 años de NSE A/B que residen en los distritos de la zona 6, 7 y 8 de Lima Metropolitana desarrollan, en base a la aplicación del marketing experiencial, en restaurantes saludables. Las variables que interactúan a partir del tema son: lealtad de consumo y marketing experiencial. Mediante la metodología cualitativa y cuantitativa aplicada en el curso se desea conocer cuan influyente puede ser la experiencia vivida dentro de este tipo de restaurantes para que un consumidor se vuelva leal. / Los cambios en el comportamiento del consumidor que se ha logrado percibir a través de los años ha causado que muchas de las empresas que compiten en el mercado, sin distinción de rubro, hayan optado por adaptarse a los nuevos cambios latentes. Estos cambios se generan en base a que los consumidores ya no buscan solamente adquirir productos o servicios, sino que esperan que estos les generen emociones, es así que nace el marketing experiencial, un nuevo tipo de marketing que, a diferencia del marketing tradicional, busca generar vínculos con el cliente y que así viva experiencias únicas de consumo. Como consecuencia se logra generar valor y trasmitir fidelidad y lealtad en el cliente de hoy en día, el cual es más exigente con las marcas. Por lo tanto, el siguiente trabajo investiga a la lealtad de consumo que los consumidores de 25 a 39 años de NSE A/B que residen en los distritos de la zona 6, 7 y 8 de Lima Metropolitana desarrollan, en base a la aplicación del marketing experiencial, en restaurantes saludables. Las variables que interactúan a partir del tema son: lealtad de consumo y marketing experiencial. Mediante la metodología cualitativa y cuantitativa aplicada en el curso se desea conocer cuan influyente puede ser la experiencia vivida dentro de este tipo de restaurantes para que un consumidor se vuelva leal. / Trabajo de investigación

En el presente trabajo de investigación, tiene como propósito de medir la relación de las dimensiones del Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) con la decisión de compra en empresas de moda sostenible en Lima Metropolitana. Ello responde a la aparición de una nueva corriente, donde los consumidores están optando por organizaciones de moda que se enfocan en el bienestar del medio ambiente. Con respecto a la metodología de investigación, fue de carácter mixto, donde se hizo uso de herramientas tanto cualitativas como cuantitativas. Por un lado, en el estudio cualitativo, se realizaron cuatro entrevistas a expertos en el sector de moda sostenible, seis entrevistas al público objetivo y, por último, un grupo focal. Por otro lado, con la finalidad de contrastar la información brindada por los expertos, se hizo uso de la investigación cuantitativa para darle profundidad y representatividad a la data recolectada. Para ello, se empleó una muestra de 293 usuarias de prendas de vestir de moda sostenible seleccionadas por un muestreo no probabilístico, a las cuales fueron encuestadas por un cuestionario de 37 preguntas. Con todo lo mencionado, se logró concluir que las dimensiones Brand Loyalty y Brand Associations tienen una mayor significancia con respecto a la decisión de compra. / The purpose of this research is to measure the relationship between the dimensions of Brand Equity (Brand Awareness, Brand Loyalty, Perceived Quality, Brand Associations) with the purchase decision in sustainable fashion companies in Lima. This responds to the emergence of a new trend, where consumers are opting for fashion organizations that focus on the well-being of the environment. Regarding the research methodology, which was a mixed nature, where both qualitative and quantitative tools were used. In one hand, the qualitative study, four interviews were conducted with experts in the sustainable fashion sector, six interviews of the target audience and, finally, one focus group. On the other hand, in order to contrast the information provided by the experts, quantitative research was used to give a deeper and representative view on the collected data. For this, we took a sample of 293 users of sustainable fashion clothing selected by a non-probability sample, and they were surveyed by forum of 37 questions. We concluded that the dimensions of brand loyalty and brand associations are have greater importance with respect of the purchase decision. / Trabajo de investigación

In the recent decades we have seen a continuous rise of dual citizenship; many states are now officially accepting it and many people are making use of this opportunity. In other states, however, dual citizenship is (still) forbidden and much contested. It is especially feared that ‘one cannot serve two masters’, that loyalty towards the nation state and thus national cohesion and democracy are undermined. Whereas, others see dual citizenship as vanguard of citizenship identities and practices above and across states, and as an important source for democratizing a globalizing world order. However, these fears and hopes regarding dual citizenship are usually built upon speculations. The actual consequences (here, especially in terms of loyalty issues) of such a dual status are not well understood due to lack of empirical data on this specific group. Thus, the case of immigrants with dual citizenship in Malmö, Sweden is used as an illustration to show how this issue of loyalty of dual citizens manifest itself in reality. This is done by analyzing and interpreting the data gathered on first generation immigrants with dual citizenship through survey and interviews (follow up); hence explanatory mixed methods. Based on the analysis, this paper offers empirical evidence on the loyalty of the immigrants with dual citizenship in Malmö to their country of residence (Sweden) and that of their country of descent.

Managers have to consider different methods of keeping customers loyal to their specific company in order to secure revenue. Traditionally, pricing and pricing strategies have been good ways of acquiring and keeping customers. The purpose of this thesis is to provide a better understanding of how managers view this phenomenon today. In a sense, to analyze which importance managers place on pricing as a method of achieving customer loyalty. In order to obtain a greater understanding of the subject, semi-structured interviews with non-standardized questions took place. The thesis used a thematic approach to analyze the collected data. The findings and conclusions suggested that managers view price as an important factor but there are several other factors such as flexibility, customer satisfaction and competence that should be given an equal amount of attention if a company is to achieve customer loyalty.