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

Den konkurrens som råder inom affärsvärlden har gjort att företag blivit tvungna att effektivisera sitt arbete. Man ser gärna att vissa steg i värdekedjan förkortas eller försvinner helt och hållet.Internet är en plats som många företag etablerat sig och bedriver e-handel på och har blivit ett komplement till detaljhandeln. Internet och e-handelns stora framgång har gjort det möjligt för företag att nå ut till fler konsumenter än tidigare. Urvalet av företag och produkter på Internet ökar och har gett konsumenten större valmöjligheter när de handlar på Internet. Internet har blivit ett bekvämligt sätt för konsumenten att handla på eftersom företagen alltid finns tillgängliga. E-handeln ger även kunderna möjligheten att jämföra företagen, deras priser och produkter, något som dock bidrar till ökad konkurrens och mer icke lojala kunder.Ett vanligt förekommande problem hos många företag är att de tror att en nöjd kund också är en lojal kund. Att skapa lojala kunder på Internet är betydligt svårare än i den fysiska verkligheten, då övergången från den fysiska miljön till den elektroniska miljön kan innebära försämrad kontroll för konsumenten. Konsumenter beskriver att det är värdet efter handling som är drivkraften till att vara ett företag lojalt. För företag är det därför viktigt att de på något sätt kan erbjuda sina kunder ett mervärde för att skapa en långsiktig och lojal relation emot sina kunder, vilket är både tidskrävande och innebär stort engagemang från företaget.Gina Tricot är ett av Nordens snabbast växande modeföretag som riktar sig till kvinnor i alla åldrar. De tillverkar och säljer kläder och accessoarer och beskriver på sin webbsida resultatet av sina kollektioner som - dagsfärskt mode som återspeglar aktuella trender. Gina Tricot har även en webbsida där de säljer sina produkter och där deras kunder kan ta del av information skapat av företaget. Dock vill de utveckla sin webbsida för att kunna erbjuda kunden ett mervärde och skapa mer lojala kunder då deras e-handelsförsäljning växer.Arbetet fokuserar på ”Min sida”, en funktion många företag med webbsida och e-handel använder sig av. ”Min sida” gör det möjligt för företags kunder att logga in på ett privat konto och ta del av olika form av information. Gina Tricot är ett företag som ännu inte använder sig av funktionen och vill titta närmare på hur och om ”Min sida” är något som kan skapa ett mervärde för deras kunder när de handlar på deras webbsida.Syftet med detta arbete är att undersöka om och hur någon form av ”Min sida” på Gina Tricots webbsida kan skapa ett mervärde för så väl företaget som deras kunder. Som utgångspunkt studerar arbetet mervärde och lojalitet på Internet från redan befintlig data. Dessa data ligger sedan till grund för de djupintervjuer som utförts på ett antal kvinnor som är kunder hos Gina Tricot. Djupintervjuernas syfte är undersöka vad mervärde är för Gina Tricots kunder och vilka funktioner de önskar att företagets ”Min sida” innehåller för att skapa ett mervärde för dem. Därefter har en enkät utformats för att undersöka hur vida det finns ett intresse hos Gina Tricots kunder om en ”Min sida”. Slutligen har djupintervjuerna och enkäterna analyserats för att få fram ett resultat.The competition that exists in the business world has meant that companies have to streamline their work. Some steps in the supply chain have to be reduced or disappear altogether. The Internet has been a usual competitive that many companies have established and operating e-commerce at and has become a complement to the retail industry. Internet and e-commerce major success has enabled the company to reach out to more consumers than before. The selection of companies and products on the Internet is growing and has given consumers more choices and has create convenience for consumers because the companies always are available for them, something that contributed to more "infidels" customers.A common problem in many companies is that they believe that a satisfied customer is also a loyal customer. Creating loyal customers on the Internet is much more difficult than in real life, when the transition from the physical environment to the electronic environment can mean deterioration in control of the consumer. Consumers describe that it is the value after action that is the driving force to being a company loyal. For businesses, it is therefore important that they are somehow able to offer its customers an added value to forge a lasting and loyal relationship with its customers, which both takes time and involves considerable commitment from the company.Gina Tricot is one of Scandinavia's fastest growing fashion company that focuses on women of all ages. They manufacture and sell clothing and a small assortment of accessories and describe the results of their collections as freshly made fashion that reflects current trends.Gina Tricot also has a website where they sell their products and where their customers can access information created by the company. They want to develop their website to offer customers added value and create more loyal customers when their e-commerce sales are growing.The work focuses on "My account", a feature many companies with Websites and e-commerce uses. "My account" makes it possible for customers to log into a private account and take advantage of different forms of information. Gina Tricot is a company that still does not use the feature and want to look at how and if "My account" is something that can add value to their customers when they shop on their website.The purpose of this work is to examine whether and how any form of "My account" at Gina Tricot website can add value to the company as well as their customers. To begin the work studies value and loyalty on the Internet from already available data. These data are then used for the interviews conducted at a number of women who consider themselves to be costumers of Gina Tricot. The interviews aim is to examine what value is for Gina Tricot customers and what features they want the company's "My account" to contain to create added value for them. Subsequently, a questionnaire is made to explore if there is an interest in Gina Tricot customers to create a "My account". Finally, the interviews and surveys are analyzed to obtain a result. / Program: Textil produktutveckling med entreprenörs- och affärsinriktning

E-commerce has made life simple and innovative of individuals and groups; customer expectationin online shopping is different from the physical market where he has access to see the product.The primary goal of this research is to analyze the customer expectation and usability of the onlineshopping in Bangladesh. The theoretical framework discusses in brief about the customerexpectation and effect of retention on customer satisfaction. The study on customer expectation andonline shopping usability has been done from the perspective of a firm performing online business.To understand the customer satisfaction and loyalty level of online Bangladeshi shoppers, Ipursued with the collection of quantitative data with the help of survey. This study has no limitsregarding different product categories. From marketing and strategic point of view I will point outthose factors that might affect the customers, while purchasing goods online. Price, time savingand convenience were identified as important factors which lead to certain buying behavior inonline shopping. To measure the customer satisfaction and loyalty of online shoppers inBangladesh, the survey results are calculated with the help of SPSS software. The results of thesurvey reveal that while a moderate percentage of Bangladeshis are satisfied with online shoppingonly less than half of them stay loyal to their online sellers. However, on the long run, thesecustomers will be loyal and can be retained only when online businesses constantly satisfy them byproviding detailed product information on websites, superior customer service, quality and timelydelivery of goods and importantly effective website designs. This study does not control thedifferences across product categories. The study, focus on overall online shopping experience ofBangladeshi consumers. This research contributes to the study of online shopping customersatisfaction and loyalty in Bangladesh, and identifies the factors that might, influence the customer,while doing online shopping. / Program: Magisterutbildning i informatik

Social buying is a recent marketing innovation in which provides Pareto-improving welfare gains to merchants, consumers, and brokers. Consumers benefit from access to significant discounts on advertised products and services, the broker benefits from taking a significant cut in each transaction with very low fixed costs, and merchants are able to reduce their advertising costs, gain access to new markets and drive traffic to their stores. The phenomenal growth of social buying carries commensurate risks for brokers, including increased competition due to a lack of service differentiation and low entry barriers. The complete social buying transaction is completed over two stages: the initial online e-commerce transaction and the subsequent fulfilment transaction where the voucher is redeemed with the merchant. In order to explore the sustainability of the social buying business model, it is necessary to identify the factors which drive loyalty behaviours in social buying, as well as the interrelationships between the factors. This research proposes from the marketing literature Oliver’s (1980) expectancy-disconfirmation theory (EDT) as the main theoretical framework on which to model these relationships. EDT is then successfully synthesised with DeLone and McLean’s (2003) information systems success model to create a framework which can appropriately model both the online and traditional stages of the social buying transaction. This study contributes to the marketing literature by establishing EDT as a suitable framework for investigating social buying. It is believed that this study is the first to do so. Furthermore, it is believed this is the first study examining the social buying innovation in the South African context. / Graduate School of Business Leadership / MBA

In this study, three theoretical frameworks (i.e., justice framework, job security framework and trust framework) and the constructs of affective commitment and loyalty to supervisor are combined in two competing models in order to study the antecedents and the consequences of organizational commitment in the context of Chinese joint ventures. The two models include distributive justice, procedural justice, job security and trust in organization as the antecedents of affective commitment; interactional justice and guanxi with an immediate supervisor as the antecedents of loyalty to supervisor; employees' turnover intention as the outcome variable of affective commitment; and employees' performance as the outcome variable of loyalty to supervisor. / Joint ventures have become a major form of foreign investment in China since it adopted its open-door economic policy, but little is known about the factors that affect job attitudes of local employees in Chinese joint ventures. Empirical studies of affective commitment and loyalty, to supervisor in Chinese joint ventures have received relatively little research attention. This dissertation fills the gap by investigating factors affecting joint venture employees' affective commitment and loyalty to supervisor in Mainland China. / The results showed that the mediation model was better supported than the direct effect model. The findings also showed that trust in organization on affective commitment mediates the relationship between perceived distributive justice, perceived procedural justice, perceived job security and affective commitment at the organizational level; trust in supervisor on loyalty to supervisor mediates the relationship between perceived interactional justice and loyalty to supervisor at the supervisory level. Practically, the findings of the antecedents and consequences of Chinese joint ventures employees' affective commitment and loyalty to supervisor have considerable implications in managing people in joint ventures. Based on the analysis, implications for future studies of joint venture employees' organizational commitment in Mainland China are also derived. / Wong Yui-tim. / "July 2000." / Adviser: Ngo Hang-yue. / Source: Dissertation Abstracts International, Volume: 61-08, Section: A, page: 3258. / Thesis (Ph.D.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (p. 145-163). / Electronic reproduction. Hong Kong : Chinese University of Hong Kong, [2012] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Electronic reproduction. Ann Arbor, MI : ProQuest dissertations and theses, [200-] System requirements: Adobe Acrobat Reader. Available via World Wide Web. / Abstracts in English and Chinese. / School code: 1307.

Brands have for a long time been used to identify and distinguish organizations, companies and products, it can be compared to as the soul of a company. A brand extension is a clear channel for product innovation, which can be a powerful tool to hold a competitive advantage. Product innovations can create differentiation; raise the brands characteristic-values, extend the area of use and block competitors.For 25 years, Panos Emporio has had a leading position in the swimwear industry and in spring of 2011 the company launched their first clothing collection for men and woman, and has recently launched an online store. The company is extending their brand and now that they have a new product category they are facing a challenge, which is underlying in our research question: How can Panos Emporio, a swimsuit brand, expand their brand image and identity to their new clothing line? The purpose of this report is to highlight important factors within brand extension that could be of value to Panos Emporio and other companies facing a brand extension.The report is a qualitative study using an abduction methodology where empirical findings have been studied parallel with the theories and vice versa. We have conducted interviews and observations, and have also collected quantitative data in form of a customer interview, to gain an understanding of the reality. We have chosen to examine and observe the brand Panos Emporio by asking questions regarding the company‟s organization, brand identity and image, as well as customer attitudes. The theoretical framework is underlying in our research study, with the initiation of portraying a brands meaning, importance and structure. Furthermore theories of brand extension with an emphasis on approach strategy and its advantages and disadvantages. The empirical chapter includes, information concerning the company´s brand, collections, costumer and retailers, as well as marketing strategies, which is a part of our data presentation.Out of our theoretical and empirical part we came to the conclusion that Panos Emporio should consider making the consumers more aware of the clothing collection before launching more products within a new product category, since the lack of awareness can throw a shadow over the main product and bring down the brand image which in terms affects the brand equity. Having good knowledge regarding the brands attribute, personality, purpose, identity and the relationship with consumers is more important than whether they should extend the brand or not. Companies need to focus on building their brand equity and image, towards the customers first. Authors believe that companies can take great advantages if a strong brand name and relationship is established at first. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Mobile commerce is becoming an important component of modern business especially in the retail sector thanks to the fast diffusion of smartphones. This new shopping technique enables consumers to shop wherever and whenever they choose. It also helps retailers to grow their business in omni-channel – many major UK retailers including the “Big Four Grocers” (Tesco, Asda, Sainsbury’s and Morrisons) have adjusted their digital and category strategies in response to mobile customers. Despite the growing body of literature on mobile commerce, little research has been conducted to provide a comprehensive list of factors that affect the mobile grocery shoppers’ decision-making and their loyalty. In addition, some of the studies had issues relating to inappropriate sampling techniques, which led to unrepresentative findings. This thesis will explore the factors that drive consumers’ intention to use smartphones for grocery shopping, and to identify the key elements that drive consumer loyalty to the mobile grocery provider. Building on an extensive literature review, the key determinants of mobile commerce adoption were analysed with a consideration of issues around online grocery shopping, diffusion of innovation, and customer satisfaction. The key research methods and approaches were compared along with an analysis of the research methods used by the existing literatures, and concluded that a mixed-method approach was the most appropriate way to meet the aim and objectives of this study. Following the research design, the author undertook 32 interviews with shoppers from various backgrounds, 12 of which had previous experience of using a smartphone for grocery shopping. Content analysis was carried out to produce 13 themes relating to the mobile grocery shopping acceptance. Based on the result from the thematic analysis and existing literature, a questionnaire was designed and launched. Three hundred valid responses were collected, including 150 purchasers and 150 non-purchasers. Statistical techniques such as factor analysis and multiple-regression analysis were used to analyse the survey data. Results from the quantitative study suggested there were 7 factors affecting shoppers’ decision to use smartphones for grocery shopping, while purchaser and non-purchaser models showed a different pattern. In parallel, the study also identified factors affecting mobile grocery shopping satisfaction and customer loyalty. Drawing together these findings, the thesis helps grocers to understand their mobile channel customer in a wider angle. It also provides managerial applications to improve both customer experience and digital strategy.

This diploma thesis addresses the topic of frequent flyer programs for small and medium enterprises. The goal of this thesis is to analyze BlueBiz, the Air France-KLM frequent flyer program for small and medium enterprises, and to propose improvements for this program. The theoretical part consists of an introduction to marketing, commercial communications, and loyalty programs; the analytical part deals directly with the frequent flyer program BlueBiz. The analytical part introduces the airline companies Air France-KLM, and provides an analysis of BlueBiz terms and conditions, an analysis of the competitors' programs, analysis of program's communications and an analysis of BlueBiz awareness. The results of all analyses are summarized in a SWOT analysis, which creates groundwork for designing program's improvements.

This thesis deals with loyalty program of retail chain Tesco -- Clubcard loyalty program. The thesis is divided into two parts. The first part is focused on terms explanation -- e.g. marketing and commercial communication, sales promotion and it's techniques and also loyalty and loyalty programs itself. The beginning of practical part firstly describes current trends on the retail market. The following competitive analysis of retail chains is focused on loyalty programs. Next part deals with Tesco company and it's Clubcard loyalty program. The main contribution is represented by marketing research focused on Tesco customers's opinion about Clubcard program.

Esta pesquisa avalia a percepção dos cooperados em relação às ações de cocriação de valor oferecidas pela cooperativa e se as características do cooperado e da cooperativa impactam na percepção. Para avaliação, desenvolveu-se um modelo de mensuração da percepção da cocriação de valor das atividades desenvolvidas pela cooperativa e as características do cooperado. O método de pesquisa usado foi a aplicação de um questionário aos membros de uma cooperativa agropecuária de café e, para testar o modelo proposto, usou-se o método Partial Least Square (PLS). As ações de cocriação de valor, profissionalização da gestão, satisfação e fidelidade e orientação temporal de longo prazo dos cooperados foram medidos tendo como base a percepção dos cooperados. A amostra teve 204 respostas válidas. Os resultados da análise descritiva indicam que os cooperados percebem mais valor nas atividades do processo produtivo de café, operados pela cooperativa aos seus cooperados em forma de ações operacionais, do que nas atividades fim. Os resultados do modelo demonstram uma associação significativa entre satisfação e fidelidade e percepção das ações de cocriação de valor e uma associação positiva entre orientação temporal de longo prazo dos cooperados e percepção das ações de cocriação de valor, ou seja, a percepção dos benefícios gerados pela organização com ações de cocriação de valor pode ser influenciada pelo horizonte temporal do cooperado e pelo nível de satisfação e fidelidade. Os dados também indicam que a variável latente profissionalização da gestão apresentou uma relação positiva com a satisfação e fidelidade e também com a orientação temporal de longo prazo do cooperado. Também foi feita uma análise complementar de sensibilidade para verificar se as características dos cooperados tornam o grupo homogêneo ou heterogêneo. Foi possível observar que há heterogeneidade na percepção dos cooperados em relação às características de tamanho da propriedade rural, nível de escolaridade, tempo de associação e endividamento. As principais contribuições deste trabalho foram o desenvolvimento de um instrumento para mensuração do nível de percepção das ações de cocriação de valor, bem como a investigação empírica sobre a relação desta com as demais variáveis. Como implicações práticas tem-se que os resultados das ações de criação de valor com características de inovação (cocriação de valor) tendem a ser percebidos no longo prazo e influenciados pelas características específicas dos cooperados. / This research evaluates the perception of the members in relation to the actions of value co-creation offered by the cooperative and if the characteristics of the cooperative and the members impact on the perception. For evaluation, a model was developed for measuring the perception of value co-creation of the activities developed by the cooperative and analyzed the relationship between the perception of value co-creation actions developed by the cooperative and the characteristics of the members. The research method was the application of a questionnaire to the members of an agricultural coffee cooperative and, to test the proposed model, the Partial Least Square (PLS) method was used. The actions of value co-creation, professionalization of management, satisfaction and loyalty and temporal orientation of the members were measured based on the perception of the members. The sample had 204 valid answers. The results of the descriptive analysis indicate that the cooperative members perceive more value in the activities of the coffee production process, operated by the cooperative to its members in the form of operational actions, than in the end activities. The results of the model demonstrate a significant association between satisfaction and loyalty and perception of value co-creation actions and a positive association between the member\'s time orientation and perception of value-co-creation actions, that is, the perception of the benefits generated by the organization with actions of value co-creation can be influenced by the time horizon of the member and by the level of satisfaction and loyalty. The data also indicate that the latent variable professionalization of management presented satisfaction and loyalty as the main indicator. A complementary sensitivity analysis was also made to verify if the characteristics of the member make the group homogeneous or heterogeneous. It was possible to observe that there is heterogeneity in the perception of the member in relation to the characteristics of rural property size, level of schooling, time of association and indebtedness. The main contributions of this research were the development of an instrument to measure the level of perception of value co-creation actions, as well as the empirical investigation about its relation with the other variables. As practical implications, the results of value co-creation actions with innovation characteristics (value co-creation) tend to be perceived in the long term and influenced by the specific characteristics of the member.