O ensino superior no Brasil tem criado uma oferta crescente de vagas anualmente. Esta expansão do ensino ocorre não somente nas instituições privadas como também nas instituições públicas. Por essa razão, a qualidade destes cursos deve ser mantida para garantir a formação de profissionais aptos ao mercado de trabalho como também a sua lealdade ao respectivo curso. Este trabalho tem como objetivo, identificar, através de um estudo de caso, que fatores colaboram para o aluno ser leal ao curso escolhido em uma instituição de ensino superior pública, neste estudo na FEA/USP. Os alunos que participaram da pesquisa são os que iniciaram os cursos de Administração, Ciências Contábeis, Ciências Atuariais e Economia em 2007. Para a realização deste trabalho alguns passos foram seguidos: levantamento do referencial teórico dos assuntos pertinentes ao tema, escolha e construção de um modelo utilizado na pesquisa, uma pesquisa qualitativa com alunos que desistiram do curso escolhido, pesquisa quantitativa estruturada com os alunos da FEA/USP e aplicação de técnicas quantitativas para tratamento e análise dos resultados. O modelo escolhido para responder a questão-problema foi o proposto por Bloemer (1998) e aplicado anteriormente para instituições financeiras. Neste estudo o modelo foi aplicado em uma instituição de ensino superior com os constructos qualidade, imagem, satisfação e lealdade. Para identificar a relação entre estes constructos citados acima duas técnicas foram utilizadas, a técnica de equações estruturais e a regressão logística. Como resultado das análises obteve-se que a lealdade do aluno ao curso escolhido decorre diretamente da satisfação geral deste com o curso, a qual é influenciada pela qualidade percebida do curso pelo aluno. Importante destacar que os aspectos que mais diferenciam os alunos leais dos não leais ao respectivo curso são a satisfação com o corpo docente, com os processos administrativos e com a administração de um modo geral. / A growing number of courses have been created lately in higher education in Brazil. This expansion is noticed in private institutions as well as in public ones. The quality of these courses must be maintained to ensure that professionals are prepared for the labour market. The present work aims to identify, through a case study, the factors that contribute so that the student does not abandon the course s/he chose in a public higher education institution, FEA/USP. The students who participated in this study are those who started the courses in Management, Accountancy, Actuarial Science and Economics in 2007. In order to develop this work, some steps were followed: review of relevant literature and development of a model used in the research. A qualitative study was initially carried out with students who abandoned the chosen course. Then a quantitative study was structured to conducted with the students from FEA/USP, and finally, a quantitative analysis was performed using quantitative analysis techniques in order to examine the results obtained. The model chosen to frame this study was the one proposed by Bloemer (1998), which was previously applied to financial institutions. In the present study, the model was used in a higher education institution with constructs of quality, image, satisfaction and loyalty. To assess the relationship among the above-mentioned constructs, structural equations and logistic regression techniques were used. As a result of the analysis, it could be observed that students loyalty to the chosen course comes directly from his or her general satisfaction with the course, which is influenced by the courses perceived quality. It is important to observe that the aspects that most distinguish loyal students from non-loyal ones are satisfaction with professors,, administrative processes and with administration in general.

Nesta tese são investigadas as relações existentes entre a lealdade dos consumidores e os seus antecedentes no contexto das compras pela Internet. Para tanto um modelo teórico é proposto e posteriormente avaliado por meio da aplicação de modelagem de equações estruturais e emprego de bootstraping. Como contribuição teórica, este modelo incorpora em uma única estrutura o conjunto de antecedentes da lealdade composto por qualidade, valor, satisfação, confiança e comprometimento. Os dados deste estudo foram coletados a partir da amostra de 1.585 questionários válidos aplicados para consumidores que costumam realizar compras em varejistas brasileiros da Internet. Resultados obtidos demonstram que a satisfação e o comprometimento afetam diretamente a lealdade e que o valor e a qualidade influenciam-na apenas por meio de efeitos indiretos. A confiança, entretanto, não demonstra relação significativa sobre a lealdade, contrastando com resultados de pesquisas anteriores. Os efeitos totais mais significativos sobre a lealdade partem da satisfação e da qualidade, o que fornece indícios da predominância de vínculos mais transacionais que relacionais entre clientes e varejistas eletrônicos. Destaca-se por fim que o modelo proposto permite a explicação de elevada proporção da variância total da lealdade e que seu desempenho é superior ao de três modelos concorrentes investigados. / In this thesis are investigated the existing relation between consumers´ loyalty and its preceding drivers regarding shopping on the Internet. Therefore a theoretical model is posed and evaluated by the Structural Equation Modeling and the use of bootstrapping. As a theoretical contribution, this model merges, in a single structure, the consumer´s loyalty drivers, including perceived quality, perceived value, satisfaction, trust, and commitment. The data in this essay was gathered from the sample of 1585 valid questionnaires made to Brazilian consumers who are used to shopping on the Internet. The obtained results show that satisfaction and commitment directly affect the loyalty, and the perceived value and perceived quality influence on it indirectly. Trust does not show a significative relation to loyalty, contrasting the results of former surveys. The most relevant total effects on the loyalty go from satisfaction and perceived quality, which supplies traces of predominant links more transactional than relational between consumers and electronic retailers. Finally, it\'s highlighted that the posed model allows high-proportion explanation of the total variance of loyalty and its performance is superior to the three current investigated competitive models.

1 LOYALTY REBATES AS AN EXCLUSIONARY PRACTISE IN THE EUROPEAN COMPETITION LAW ABSTRACT This master thesis treats loyalty rebates in the light of European competition law when applied by dominant undertakings and analyses its consequences. It describes when such practise might be considered by European Union authorities as an abuse of a dominant position as it has negative impact on the competitors by inducing customer's loyalty to the dominant undertaking. It depicts its position in the European competition law system and compares it to other practises that influence the market in a similar way. Also, it classifies different types of loyalty and other types of rebates and explains how such rebates can force a customer to acquire increasing portions of his demand from the dominant undertaking and how they can damage its competitors. The thesis also offers a critical view on a very strict treatment of this practise by European institutions in the past and it arguments by several positive effects that loyalty and other types of rebates may have. Simultaneously it takes into consideration the newest decision of the Court of Justice of the European Union in the Intel case from September 2017 which will hopefully affect EU institutions' approach to this practise as it broke well-established per se interdiction of...

Made available in DSpace on 2015-03-05T18:36:39Z (GMT). No. of bitstreams: 0 Previous issue date: 18 / Nenhuma / O presente trabalho foi desenvolvido com o objetivo de conhecer o comportamento de compra dos consumidores de erva-mate, com ênfase para os atributos considerados importantes, quanto à decisão de compra, preferências, e formação de hábitos frente às distintas opções de marcas. O trabalho também objetivou conhecer a percepção dos consumidores sobre as principais marcas de erva-mate disponíveis na cidade e, testar uma escala de lealdade dos consumidores. Para atingir o objetivo proposto foi realizada uma pesquisa em duas etapas. A primeira fase da pesquisa de cunho eminentemente exploratório, que envolveu a pesquisa e a utilização de dados secundários, propiciadores de informações relevantes ao tema. Esta fase, abrangeu também uma pesquisa qualitativa, através de entrevistas em profundidade, com consumidores em geral, proprietários de ervateiras e pesquisador da área, e objetivou proporcionar uma melhor visão e compreensão do contexto do problema e serviu de base para a elaboração do instrumento de coleta d / The present study was developed with the objective to understand the purchasing behavior of consumers of erva-mate, with emphasis in the attributes considered important concerning the purchasing decision, preferences and habit formation facing the different brand options. The study had also the objective to understand the perception of the consumers concerning the main brands available in town and test a loyalty scale of those consumers. A survey in two different phases was made to achieve the objective proposed. The first phase of the survey was eminently exploratory which involved the survey and the use of secondary data that provided relevant information on the topic. This phase also comprised a qualitative survey through profound interviews with general consumers, producers of erva-mate and a researcher of the area and aimed to provide a better view and understanding of the context of the problem and served as basis for the elaboration of an instrument to collect data in the qualitative phase. In the s

Submitted by Fabricia Fialho Reginato (fabriciar) on 2015-07-17T01:03:57Z No. of bitstreams: 1 GustavoBorges.pdf: 2466522 bytes, checksum: 413dc41dfcbea001e74bb62b804d0330 (MD5) / Made available in DSpace on 2015-07-17T01:03:57Z (GMT). No. of bitstreams: 1 GustavoBorges.pdf: 2466522 bytes, checksum: 413dc41dfcbea001e74bb62b804d0330 (MD5) Previous issue date: 2009-11-27 / Nenhuma / A lealdade tem sido um tema bastante estudado em marketing, sendo considerada de vital importância para uma organização, pois clientes leais podem contribuir para um aumento de receita. Desta forma, muitos gestores buscam adotar estratégias e ações de gestão de marcas objetivando a lealdade de seus clientes. Em se tratando de gestão de marcas, nota-se que uma marca transmite uma imagem, e esta, quando percebida, pode influenciar fortemente nas decisões de compra. Outro fator importante é conhecer o comprometimento psicológico dos consumidores, pois um alto comprometimento com uma marca, tende a fazer com que os consumidores sejam mais leais a ela. Tradicionalmente estes assuntos fazem parte das discussões de marketing nos mais diversos setores, aqui, o foco de estudo foi o futebol, uma área que vem chamando a atenção de pesquisadores e que, ainda necessita de trabalhos científicos mais aprofundados. Neste sentido, buscou-se verificar a relação da imagem do clube com a lealdade dos torcedores de clubes de futebol. Através de uma survey com 319 torcedores de clubes de Porto Alegre e Recife, percebeu-se que existe uma relativa relação entre a imagem do clube e a lealdade dos torcedores. Através de equação estrutural, foi possível construir um novo modelo, levando em conta quatro aspectos: a imagem do clube, o comprometimento psicológico, o comportamento leal e o envolvimento do torcedor com o futebol. / Loyalty has been a topic widely studied marketing, and is considered to vital to an organization, as loyal customers can contribute to an increase revenue. Thus, many managers seek to adopt strategies and actions of management brands targeting the loyalty of their customers. When it comes to brand management, there is a brand conveys an image, which, if realized, can strongly influence in purchasing decisions. Another important factor is to know the psychological commitment consumers, because a high commitment to a brand, it tends to make the consumers are more loyal to it. Traditionally these issues are part of discussions of marketing in various sectors here, the focus of study was the soccer one area that has drawn the attention of researchers and that still needs work more reliable scientific. In this sense, we sought to verify the relationship of image club with the loyalty of fans of soccer clubs. Through a survey with 319 supporters club of Porto Alegre and Recife, it was noticed that there is a relation on between the image of the club and the loyalty of fans. Through structural equation was possible to construct a new model, taking into account four aspects: the image of the club, psychological commitment, behavior and loyal supporter involvement with the soccer.

Made available in DSpace on 2016-04-25T16:44:29Z (GMT). No. of bitstreams: 1 Juliana Pereira da Silva.pdf: 530235 bytes, checksum: d7dec735dbf4bbef0f7af28b42544abb (MD5) Previous issue date: 2012-06-15 / The objective of this dissertation is to understand the factors that make a loyal consumer to a retail website to understand that e-commerce generates an intense movement of change in world economy and has gained increasing importance in business strategies. Companies want and need a presence in virtual retail and most often seek to do this by generating added value to the consumer, in order to make it true. To achieve this differentiation must be getting closer to their customers, understanding consumer behavior, the process by which the needs and desires arise and particularly relevant aspects loyalty. This work is a context of electronic commerce and a literature review of consumer behavior. Based on these two knowledge was based field research was possible to know the opinions of 800 consumers who have had at least one purchase over the Internet in relation to the factors relevant to the online retailer loyalty. The analysis of data was done using descriptive statistical analysis using SPSS and Excel software. Data were tabulated and statistically worked in order to obtain a numerical result and percentage of responses. Generally, the variables were evaluated as well, since the notes were higher than the weighted average, representing a positive evaluation. The results do not allow stress factor which has most relevance to the online retailer loyalty, only shows that some factors have a positive and favorable pre-disposition of the consumer to buy only the site of your choice / website de varejo por entender que o comércio eletrônico gera um movimento intenso de mudança na economia mundial e ganha cada vez mais relevância nas estratégias empresariais. As empresas querem e necessitam marcar presença no comércio eletrônico e na maioria das vezes buscam fazer isso por meio da geração de valor agregado ao consumidor, com o objetivo de torná-lo fiel. Para conseguirem essa diferenciação precisam estar cada vez mais próximas de seus clientes, entendendo o comportamento de consumo, o processo pelo qual surgem as necessidades e desejos e principalmente os aspectos relevantes à fidelização. Este trabalho faz uma contextualização do comércio eletrônico e uma revisão na literatura do comportamento do consumidor. Teve como base esses dois conhecimentos realizou uma pesquisa de campo que permitiu conhecer a opinião de 800 consumidoras que já realizaram no mínimo uma compra pela internet, com relação aos fatores relevantes para a fidelização no varejo virtual. A análise dos dados deu-se através da análise estatística descritiva com ajuda do software SPSS e Excel. Os dados foram tabulados e trabalhados estatisticamente a fim de se obter um resultado numérico e percentual de respostas. De modo geral as variáveis foram bem avaliadas, já que as notas de média ponderada foram superiores à média, representando uma avaliação positiva. Os resultados obtidos não permite destacar qual fator apresenta maior relevância para a fidelização no varejo virtual, apenas mostra que alguns fatores têm correlação positiva e favorecem a pré-disposição do consumidor em comprar apenas no site de sua preferência

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

La compréhension de la façon dont les consommateurs interagissent avec le site Web d’une entreprise s’avère primordiale pour sa survie à l’heure actuelle. En effet, elle aide les gestionnaires de sites Web à améliorer la performance du site de manière à développer la satisfaction des consommateurs et ainsi leurs comportements d’achat et de fidélité. Le but de ce travail de recherche est double. Il vise dans un premier temps à développer un modèle conceptuel expliquant la fidélité intentionnelle des consommateurs, pour dans un deuxième temps, le tester empiriquement dans le cas des sites Web de voyage. Plus précisément, cette étude examine le rôle des perceptions des consommateurs sur leur satisfaction et leur fidélité. Cette dernière est appréhendée au travers des intentions d’achat, de recommandation et de visite du site. En outre, le rôle médiateur de la satisfaction des consommateurs entre la perception des consommateurs des attributs de site et la fidélité intentionnelle est examiné. Un cadre théorique est établi qui est soutenu par des preuves empiriques dans le contexte de voyage en ligne. Ce cadre théorique se penche essentiellement sur la théorie du choix raisonné de Fishbein et Ajzen (1975), Oliver (1999) et autres travaux majeurs dans le domaine du comportement du consommateur en ligne. Notre étude s’appuie sur une approche quantitative fondée sur les données recueillies auprès des consommateurs par le biais d’un questionnaire ciblant les voyageurs en ligne. Notre analyse est fondée sur des réponses d'un échantillon de 200 voyageurs.En ce qui concerne les résultats empiriques, la recherche apporte plus d’éclairage sur le lien entre les perceptions des consommateurs et leur intention de fidélité. Par conséquent, les résultats montrent l'impact direct de la perception sur les intentions de fidélité. Plus précisément, les résultats suggèrent que la perception du consommateur liée aux attributs fonctionnels et hédoniques du site Web de voyage est susceptible d'affecter son intention de fidélité.Les résultats empiriques montrent également que les deux dimensions de la perception des consommateurs à savoir les attributs hédoniques et fonctionnels peuvent potentiellement améliorer la satisfaction du consommateur. Cependant, la satisfaction est plus déterminée par les perceptions liées aux attributs fonctionnels que celles liées aux aspects hédoniques. En outre, bien que la satisfaction du consommateur est reconnue d’influencer les intentions de fidélité des consommateurs, mais seul ne suffit pas pour conduire les intentions de fidélité des consommateurs. L'étude se termine par une conclusion générale qui résume les principaux résultats mis en évidence dans cette recherche. Il aborde les contributions théoriques, méthodologiques, les implications managériales et les contributions de résultats empiriques de recherche. Enfin, cette recherche conclut sur des voies de recherche futures. / A better comprehension of how consumers interact with travel web site is primordial for its survival as it helps managers improve web site performance to levels that satisfy online travel purchaser, and thus create loyalty intentions resulting in a positive word of mouth and repurchasing behavior. Drawing upon the foundations of marketing literature and particularly the theory of reasoned action of Fishbein and Ajzen (1975), Oliver (1999) and other relevant major works regarding online consumer behavior, this research work aims at developing and test empirically a conceptual model that explains how online leisure traveler develops loyalty intentions towards travel web site. Specifically, this research study investigates the role of consumer’s perceptions and satisfaction on loyalty intentions. In addition, the mediating role of consumer satisfaction between web site attributes perceptions-loyalty intentions relationship is examined. The established theoretical framework is supported by empirical evidence in the online travel settings. Our research study uses quantitative approach leaning on data collected by consumer-based survey targeting online travelers. Our analysis is based from responses of a sample of 200 e-travelers.With regard to the empirical findings, the research brings more knowledge about the consumer’s perceptions-loyalty intentions relationship. Hence, findings indicate the direct impact of perception on loyalty intentions. More precisely, results suggest that consumer’s perception of functional-related and hedonic related attributes of travel web site is likely to affect his loyalty intentions. The empirical findings show as well that the two dimensions of consumers’ perceptions (hedonic and functional-relevant attributes) can potentially enhance consumer satisfaction. However, satisfaction is more driven by functional-related attributes than hedonic-related ones. Furthermore, though consumer satisfaction is deemed to influence consumer loyalty intentions but alone is not sufficient to drive consumer loyalty intentions. Finally, the research study ends with a general conclusion that summarizes the key findings highlighted in this research. It addresses the theoretical, methodological, managerial marketing implications and contributions of empirical findings. Then, it provides a basis for identifying several fruitful directions for future research.

The consumer today is affected by a considerably larger number of world surrounding factors than she used to be, borders between different cultures and other consumer differences are being erased to a growing extent. The consumer can easily get its inspiration from many different directions which become clear in the common life. We eat sushi for lunch, we’re driving German cars and we’re having dinner with international business partners. The community also exposes the consumer for a more intense noise from offers, impact and marketing. Never before have so many different actors on the market been competing about the consumers’ attention. In a community where the noise constantly grow more and more intense, the importance of the product function is decreasing to make room for an increasing importance of the brand’s position on the market. The customer no longer buys a garment for its function, but for image or perhaps even the personality it brings along. Acne Jeans and Filippa K are two successful Swedish companies that are established in both Stockholm and Gothenburg. Both of these trademarks offer the customer a lifestyle instead of just a simple product. The purpose of this study is to examine, describe and analyze what Acne Jeans and Filippa K wants to provide with their trademarks and how the customer see these brands concerning consumer buying behavior and attitude. The study will be seen partially from a sender perspective and partially from a receiver perspective. In this essay we have used a human-hermeneutic way of interpretation. We have conducted a qualitative study of how Acne Jeans and Filippa K want to provide their trademarks and what the consumers think about the both brands in Stockholm and Gothenburg. The empiric material in our essay consists of observations of Acne Jeans and Filippa K, and interviews with consumers in both Stockholm as well as in Gothenburg. Through our research we have achieved the conclusion that Acne Jeans wants trough its trademark provide fashionable garments to the customers. The respondents that have made themselves an opinion about the company have a positive image of Acne Jeans. The respondents whom cannot identify themselves with Acne Jeans have a more negative attitude to the company. In Gothenburg the customer has a stronger relationship to the trademark than the Stockholm respondents.Filippa K wants through its trademark provide timeless clothing of high quality to a commercial price to the customers. All the respondents were familiar with the trademark and in one way or another had a connection and relationship with the company. Regardless of age, respondents in both Stockholm and Gothenburg had a positive attitude towards the company; the customer has a high rank of awareness to Filippa K. The associations to the brand are strong and the consumer has a mentally loyal attitude towards Filippa K. / <p>Program: Textilekonomutbildningen</p><p>Uppsatsnivå: C</p>

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&apos;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&apos;s relationship with their customers. If a fashion company&apos;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&apos;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&apos;s customer loss.In order to seek the underlying causes of the MQ&apos;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&apos;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&apos;s range. Decreased interest in the company as a fashion supplier has led tocustomer members not visiting MQ&apos;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&apos;s customer club. They do not choose MQ over otherstores simply because of their membership in the company&apos;s customer club. Customer clubmembers value mostly the economic benefits of membership. / Program: Textilekonomutbildningen