This thesis aims to study how the top management and employees in banks experience their work with customer e-loyalty in digital settings, both individually and in relation to each other. Today's bank customers desire freedom in where they conduct their business and do at the same time require a deeper personal relationship with their bank advisors. The adjustments to balance these two requirements have been a challenge for many banks. While satisfied customers often create loyalty, banks in Sweden have during the recent years experienced decreasing customer satisfaction. The digitalization within the banking sector will continue to have a big impact on the relationship between banks and their customers. By adapting a qualitative approach, the thesis aims to contribute with knowledge of how the top management and employees work with and perceive the impact digitalization has on e-loyalty. The thesis provides academic contributions, such as the insight in how top management and employees in two of Sweden’s biggest banks perceive their work with customer e-loyalty. The second contribution to the literature is a suggestion to development of the 8C model. The practical contribution is what the top management in banks should consider when mediating e-loyalty strategies to employees

O setor de venda direta dispÃe de um forte aliado para a venda e entrega dos produtos, bem como para a valorizaÃÃo da sua marca: o trabalho realizado por seus revendedores. Esses profissionais, enquanto representantes das organizaÃÃes, sÃo responsÃveis por criar um elo entre as empresas e os clientes finais. Dessa forma, desenvolver um relacionamento mais estreito com esses revendedores pode se tornar um forte diferencial competitivo. A presente dissertaÃÃo procurou identificar, atravÃs de revisÃo bibliogrÃfica e de pesquisa exploratÃria, os principais incentivos e as ferramentas mais eficazes que as empresas de venda direta podem oferecer para tornar seus representantes fÃis à marca. O estudo foi embasado nas respostas dos revendedores que representam somente uma empresa, bem como aqueles que trabalham com diversas marcas, os chamados multimarcas, assim, foi traÃado o perfil desses representantes, o que possibilitou o desenvolvimento de pressupostos sobre os nÃveis de lealdade dos revendedores em relaÃÃo à marca que representam, bem como as ferramentas mais eficazes utilizadas pelas empresas de venda direta que influenciam para a fidelizaÃÃo. A conclusÃo desse trabalho apresenta duas eficazes ferramentas que influenciam essa retenÃÃo, sendo elas representadas pela forÃa da marca e os incentivos relacionados à valorizaÃÃo pessoal e profissional desses revendedores. / The direct selling industry has a strong ally for the sale and delivery of products and for the recovery of its brand: the work done by its dealers. These professionals are the representatives of these organizations, responsible for creating a link between businesses and end customers. Thus, developing a closer relationship with these resellers can become a strong competitive differential. This research sought to identify, through exploratory research method, the main incentives and the tools more effective than direct selling companies can offer to make their representatives loyalty to the brand. The study was based on responses from dealers who only represent one company and those working with various brands, the so-called multi thus was established the profile of representatives, which allowed the development of assumptions about the levels of loyalty from retailers in relation to the brand they represent, and the most effective tools used by companies selling direct influence for loyalty. The conclusion of this paper presents two effective tools that influence the retention, which are represented by the brand strength and incentives related to the enhancement of personal and professional dealers.

Desenvolver e manter a lealdade dos consumidores em relação à marca é requisito estratégico para negócios bem-sucedidos. No atual contexto competitivo o consumidor não está mais interessado em comprar produtos ou serviços apenas pelos seus benefícios funcionais, mas, sobretudo pela decorrência dos valores simbólicos e afetivos que este sente em relação aos mesmos ou à marca. Neste sentido, o presente estudo teve por objetivo analisar o impacto dos construtos Qualidade Percebida, Consciência da Marca, Personalidade da Marca e Amor à Marca como determinantes da Lealdade à Marca dos consumidores. Assim sendo, o cerne desta investigação foi desenvolver um Modelo Teórico acerca dos determinantes da Lealdade à Marca. Para atingir este objetivo, inicialmente foi feito um levantamento teórico sobre estes construtos, propondo um modelo teórico, que foi testado e validado. O estudo foi realizado sobre a perspectiva de consumidores da marca de refrigerante Guaraná Jesus, na cidade de São Luís, no Estado do Maranhão (MA), no Brasil. Portanto, para avaliar o Modelo Teórico proposto, contemplando os determinantes da Lealdade à Marca, foi considerado como contexto de pesquisa a marca de refrigerante Guaraná Jesus, mediante o acesso a consumidores deste produto, pelo fato de terem um forte vínculo com a marca e o produto. Os dados foram analisados estatisticamente utilizando técnicas de análise multivariadas, mais especificamente a Modelagem de Equações Estruturais, que auxiliou na explicação do fenômeno estudado. Os resultados validaram o modelo teórico proposto a partir dos índices obtidos e da confirmação de todas as suposições (hipóteses) iniciais. Dessa forma, conclui-se que há uma relação positiva e significativa entre os construtos Consciência da Marca e Qualidade Percebida. Igualmente, atesta-se que o construto Personalidade da Marca influencia de forma significativa e direta a Consciência da Marca, a Qualidade Percebida e o Amor à Marca. Ficou demonstrado, ainda, que o construto Amor à Marca tem forte influência sobre a Lealdade à Marca, e que a frequência de consumo pode agir como um moderador significativo desta relação. Este estudo, portanto, contribui para uma maior compreensão sobre a temática com uma gama de argumentos de âmbito acadêmico e gerencial, que podem ser explorados em pesquisas futuras para o amadurecimento dos construtos bem como o próprio modelo teórico validado, no âmbito da gestão empresarial no que se refere ao gerenciamento de marcas. / Conselho Nacional de Desenvolvimento Científico e Tecnológico, CNPq / Developing and maintaining consumer loyalty towards the brand is a strategic requirement for successful business. In the current competitive context, the consumer is no longer interested in buying products or services only for their functional benefits, but mainly because of the symbolic and affective values that he or she feels in relation to them or to the brand. In this sense the present study aimed to analyze the impact of the constructs Perceived Quality, Brand Awareness, Brand Personality and Brand Love as determinants of consumers' Brand Loyalty. Thus the core of this research was to develop a Theoretical Model on the determinants of Brand Loyalty. To achieve this objective, a theoretical research was initially made, proposing a theoretical model, which was tested and validated. The study was carried out on the perspective of consumers of the Guaraná Jesus soft drink brand, in the city of São Luís, State of Maranhão (MA), Brazil. Therefore, in order to evaluate the proposed Theoretical Model, considering, the determinants of Brand Loyalty, the Guaraná Jesus brand of soft drink was considered as a research context by accessing these consumers of this product because they have a strong bond with the brand and the product. The data were analyzed statistically using Multivariate Analysis techniques, more specifically the Modeling of Structural Equations (SEM), which aided in the explanation of the studied phenomenon. The results validated the theoretical model proposed from the indexes obtained and from the confirmation of all the initial assumptions (hypotheses). Thus, it is concluded that there is a positive and meaningful relationship between the constructs Brand Awareness and Perceived Quality. Likewise, it is confirmed that the Brand Personality construct influences in a significant and direct way the Brand Awareness, the Perceived Quality and the construct Brand Love. It has been demonstrated that the Brand Love has a strong influence on Brand Loyalty and that the level of consumption can act as a significant moderator of this relationship. This study therefore contributes to a greater understanding of the thematic and with a range of arguments of academic and managerial scope, which can be explored in future research for the maturation of constructs as well as the validated theoretical model itself and in the Business management in terms of brand management.

A pesquisa aborda os antecedentes que influenciam na fidelização e as consequências resultantes da fidelização dos clientes no setor bancário, especificamente os funcionários públicos que possuem um vínculo com o banco, por receberam o salário através do banco. Com base na estatística descritiva, análise fatorial e regressão avalia-se os antecedentes de fidelidade (qualidade percebida, satisfação, confiança, comprometimento afetivo, valor percebido e o custo de mudança) e conseqüência de fidelidade (intenção de compra repetida; resistência a persuasão; recomendar o serviço; fortificação do relacionamento; recompensas ou privilégios). Todas às variáveis influenciam a fidelidade do cliente, mas satisfação e o valor percebido são os que mais influenciaram. A fidelidade teve como consequências todas as variáveis apresentadas, mas as que se destacaram foram: intenção de compra repetida; recomendar o serviço e fortificação do relacionamento. A pesquisa traz uma abordagem que possibilita as empresas de alcançar e manter a fidelidade por longo período. A grande limitação da pesquisa é que apresenta uma amostra abaixo da ideal para o tamanho da população. / The research deals with the precedents that play a role on customers loyalty and consequences of this loyalty in banking industry. It is specifically directed on public workers that are linked to the bank once they receive their wages through it. Based on descriptive statistics, factor analysis and regression we (I/it) evaluate the loyalty precedents (perceived quality, satisfaction, trust, affective commitment, perceived value and changing costs) and loyalty consequences (intention of repetitive buying, resistance to persuasion, service recommendation, relationship fortification, rewards and privileges). All these variables influence clients loyalty, but satisfaction and perceived value have influenced most. Loyalty had as consequences all the variables showed. However, special highlight goes to repetitive buying intention, recommendation of the service and relationship certification. The research brings an approach that allows companies to reach and keep loyalty for long time. The big limitation of the research resides on the fact that it was done using a sample size below the ideal, considering the population size.

No description available.

Den digitala utvecklingen har medfört en högre grad av interaktion mellan kunder och återförsäljare. Förändringen från fysisk butik, och lojalitet med interaktion mellan försäljare och konsumenter, till digital butik och s.k. e-lojalitet där försäljaren är obefintlig, har format nya handelsförutsättningar. I dagens samhälle kan konsumenter genomföra ett köp via e-handel med några få knapptryck. Elektronisk handel eller e-handel, har i Sverige växt från 70,5 miljarder SEK (2012) till 100,5 miljarder SEK (2016), en tillväxt på 43%. Konsumenter kan med hjälp av en uppkopplad enhet handla via internet utan att behöva förflytta sig. Detta påverkar tid och rum inom ramen för flexibilitet och åtkomlighet vilket kan vara anledningar till att konsumenter väljer e-handel framför traditionell handel i butik (SCB, 2016).Denna studie undersöker om fyra utvalda faktorer påverkar e-lojalitet. E-lojalitet definieras som en konsuments återkommande till samma hemsida vid handel över nätet. Utifrån tjänstekvalitets-modellerna SERVQUAL, E-S-QUAL, WEBQUAL och SITEQUAL valdes fyra dimensioner ut för undersökningen: responstid, lättanvändlighet, reliabilitet, och säkerhet/integritet. Insamlad data skedde genom Facebook och e-mail och totalt deltog 234 respondenter i studien. Studiens resultat indikerar att lättanvändlighet och säkerhet/integritet har en inverkan på e-lojalitet hos unga och datorvana konsumenter. / Digital development has resulted in a greater degree of interaction between customers and retailers. The change from physical store, with interaction between vendors and consumers, to a digital store where the vendor is non-existent, has shaped new trading conditions. In today's society, consumers can make a purchase through e-commerce with a few keystrokes. Electronic commerce or e-commerce, in Sweden, has grown from SEK 70.5 billion (2012) to SEK 100.5 billion (2016), a growth of 43%. Consumers can shop through the internet using a connected device without having to move. This affects time and space in terms of flexibility and accessibility, which can be a reason why consumers choose e-commerce shopping instead of traditional retail shopping (SCB, 2016).This study investigates what underlying factors may affect e-loyalty. In this study, e-loyalty is described as consumer repetitive purchase on a specific e-commerce site. Based on previous service quality models SERVQUAL, E-S-QUAL, WEBQUAL and SITEQUAL, four factors (response, ease of use, reliability and security/privacy) were chosen to investigate if they had any impact on e-loyalty. The data was gathered through Facebook and e-mails. In total 234 respondents participated in the study’s survey, which showed that ease of use and security/privacy has an impact on e-loyalty among young and computer experienced consumers. / <p>Betyg E, 170601</p>

Cette recherche traite des programmes hiérarchiques attribuant des statuts à ses membres (e.g. Gold, Silver,…). La littérature suggère la supériorité de ce design sur les programmes dits « linéaires » car ils apportent plus de considération aux clients ayant atteint un certain niveau de dépenses. Pourtant, si un consommateur baisse sa consommation, l’entreprise devrait le rétrograder au statut inférieur ; or la rétrogradation a des effets délétères sur les intentions de fidélité. Cette recherche tente de pallier cette limite en répondant à deux questions : comment inciter le client à conserver son statut ? Ces incitations contribuent-elles à atténuer les effets négatifs de la rétrogradation ? Les résultats de quatre expérimentations conduites auprès de 922 personnes dans deux secteurs d’activités ont permis de montrer qu’il est possible d’inciter les consommateurs à modifier leur comportement pour conserver leur statut en utilisant la communication persuasive, via (1) des stratégies préventives, (2) le cadrage, et (3) en tenant compte de l’intensité de l’effort à réaliser pour le client. Enfin, les résultats montrent qu’il est possible d’atténuer les effets de la rétrogradation mais que les stratégies testées ne permettent pas d’annihiler totalement ses effets sur le consentement à payer, les intentions de fidélité et de prosélytisme. / This research focuses specifically on hierarchical programs (e.g. Gold, Silver). Literature empirically demonstrates the superiority of this kind of design ; they bring more consideration to customers who meet predefined spending level. However, if a customer falls short of the required spending level, firms have to downgrade him to a lower status and we know that demotion has negative effects on loyalty intentions. This research attempts to overcome this limitation by answering two questions : how to get the customer to maintain his/her status? and can we eliminate the negative effects of demotion ?The results of four experiments conducted with 965 people in two different sectors have shown that it is possible to encourage consumers to change their behavior to maintain their status using persuasive communication via (1) prevention strategies, (2) framing and (3) by taking into account effort intensity. Finally, the results show that it is possible to mitigate the effects of demotion but the tested strategies fail to completely eradicate their effects on willingness to pay, loyalty intentions and word of mouth.

In times of economic recession, retailers tend to focus particularly on creating consumer loyalty. Consumers with limited resources search for the best possible alternatives to save money. The latter makes it very difficult for retailers to keep consumers loyal. Marketers claim that successful loyalty programmes can assist retailers in creating consumer loyalty. Based on their structural similarities, Pick 'n Pay adapted the Smart Shopper loyalty programme from Tesco in the United Kingdom in May 2011. This study examined the influence of members' perceptions of the Smart Shopper loyalty programme on their loyalty to the Pick 'n Pay Family Store in George. It also investigated the relationship between consumers' sociodemographic characteristics and their loyalty to the store and to the Smart Shopper loyalty programme. The empirical data were collected by means of questionnaires distributed to Smart Shopper loyalty programme members who patronise the Pick 'n Pay Family Store in George. Three hundred and fifty usable questionnaires were received. Members' perceptions of the Smart Shopper loyalty programme had an significant relationship with their loyalty towards the store. Their perceptions were influenced by the Recognition, Convenience, Savings and exploration and Entertainment they experienced with the Smart Shopper loyalty programme. True and latently loyal consumers regarded Convenience as the most important Smart Shopper benefit, followed by Entertainment, Savings and exploration and Recognition. The distance members resided from the store and their ethnicity were two demographic characteristics that had a significant influence on their loyalty towards the store. However, it has to be pointed out the 58 percent of the respondents were coloured and could have skewed the results. The distance members resided from the store also influenced their loyalty to the Smart Shopper loyalty programme.

Based on the theoretical background concerning customer loyalty and loyalty programs, the master's thesis analyzes and assesses the loyalty program of IKEA. The program is compared to the loyalty programs of competitors on the Czech market. Based on the primary research using a questionnaire, the master's thesis studies the extent of participation of customers in the loyalty program, the way the program is perceived and for whom it is the most attractive. Improvements are proposed based on the findings.

The objective of this thesis is to find those factors that help create customers loyalty in E-commerce. In the application part of this thesis the objective is to those factors for a specific E-commerce store Úžasnédárky.cz. To find these factors in this thesis we used community research methodology applied to the target group. This thesis also describes the evolution and history of the internet which allowed the birth of E-commerce. It also describes the phenomenon of loyalty and its specifics in online world. Some of the results of this thesis might be surprising, such as that seemingly trivial factors, such as prompt communication and its quality, compliance of an agreement or fast delivery of goods can dramatically increase customers loyalty and sometimes can even be a competitive advantage for the company.