Over the last decade, loyalty programs have been emerging more and more and the demand for better offers in exchange for loyalty has been increasing given the rising prices throughout the society. With this, an evolution is required in how brands should design their loyalty programs to retain their customers as well as to attract new customers in fast fashion retailing. Therefore, the purpose of this thesis is to investigate how loyalty programs can be strategically designed to strengthen brand loyalty with Gen Z by examining various aspects such as program structure, rewards and engagement mechanisms. This is because Gen Z is one of the demographic groups most active in the use of loyalty programs and fast fashion. Empirical data was obtained through individual semi-structured consumer interviews, to collect data on how Gen Z perceives and uses loyalty programs. The collected data was analyzed through a thematic approach where different themes were identified to explore experiences and perspectives. Furthermore, the collected empirical data is analyzed using theory where similarities and differences are discussed. The conclusion of this thesis showed that in order to develop brand loyalty among Gen Z using loyalty programs, developers should put a strong focus on the financial benefits included in the programs. However, many of the interviewees preferred personalized offers and rewards shaped by their personal data. The thesis did not provide specific answers on how loyalty programs should be designed, however that they should be tailored to the customer using them and that brands should make use of the customer data they collect.

The thesis discusses the importance of loyal customers, and loyalty system as a tool for building loyalty. It defines loyalty and customer satisfaction, it deals with the issue of customer retention. It describes the history and types of loyalty programs, important factors for deciding on their implementation and problems associated with them. The practical part is concerned with the clothing market, Orsay company and its Orsay Club loyalty systeme. The work also includes a survey of the loyalty programs on the market with clothes, with a focus on Orsay and Orsay club.

Made available in DSpace on 2015-03-05T18:39:04Z (GMT). No. of bitstreams: 0 Previous issue date: 28 / Nenhuma / O aumento da concorrência faz com que as empresas se preocupem cada vez com a retenção de seus clientes. Um programa de fidelidade é uma das inúmeras estratégias utilizadas para envolver o cliente e buscar a lealdade à marca. Porém, algumas empresas ainda resistem na aplicação deste tipo de estratégia por terem dúvidas quanto aos resultados obtidos. O cliente percebe o valor de um programa de fidelidade? Um cliente compra um determinado produto ou serviço devido às vantagens que o programa de fidelidade lhe proporciona ou devido à sua lealdade à marca? Questões como estas foram analisadas nesse estudo para tentar compreender se os programas de fidelidade podem auxiliar na construção e manutenção da lealdade à marca. Para isso, foi realizado um quase-experimento, através de uma survey eletrônica com 243 consumidores de diversos estados brasileiros. O estudo analisou, através de um modelo conceitual proposto, três relações entre os diferentes construtos do modelo. A primeira relação analisou os efeitos dos e / The increase of competition make that companies worry about keep yours customers. A loyalty program is one of several strategies used to involve the customer and to search the brand loyalty. But, some companies still to hold on to apply this kind of strategy because they have doubts about the results got. The customer perceives the value of a loyalty program? The customer buy a certain product or service because the advantages that the loyalty program give to him or because he is loyal to the brand? Questions like this were analyzed in this study to try to understand if loyalty programs can to help to build and maintenance to the brand loyalty. It was carry out a quasi-experiment, through an electronic survey with 243 brazilian consumers from the several states of country. The study examined, through a conceptual model proposed, three relations between different constructs. The first relation analyzed the effects of reward schemes (types of rewards and timing of rewards) on the perception of value of a prog

Made available in DSpace on 2016-04-25T16:45:06Z (GMT). No. of bitstreams: 1 Flavia Cruz Simon.pdf: 981414 bytes, checksum: b0a9bee55671a310f9324c57cbb56101 (MD5) Previous issue date: 2008-06-10 / This study aims the creation of a theoretical model that could serve as a guide for loyalty programs implementations. There are basic two parts: the literature and field research. The literature comprehends the analysis of marketing in the view of relationship marketing, and then, joins different aspects of loyalty programs objecting the construction of the model. The research is a deployment of the model in a study case. Intel s loyalty program was chosen for this thesis because the company, specialized in the computer b2b market, was willing to collaborate with detailed information enabling a comprehensive analysis. The result showed that the theoretical model behaved according to this study intention and can add value during a loyalty program implementation process. Trough the usage of the model, important suggestions were made about Intel s loyalty program that can help the company achieve better results / Este estudo tem como finalidade a construção de um modelo teórico e a análise de seu aproveitamento na implantação de programas de fidelidade. Basicamente, sua estrutura desenvolve-se em duas partes: a pesquisa bibliográfica e a de campo. A pesquisa bibliográfica compreende a análise da evolução do contexto de marketing na ótica do marketing de relacionamento e, em seguida compila diferentes aspectos sobre programas de fidelidade com o objetivo de construir o modelo. A pesquisa de campo é a aplicação do modelo proposto, o qual está respaldado pelo estudo bibliográfico pesquisado, em um estudo de caso único, Estudou-se a Intel, empresa de caráter b2b, inserida no mercado de computadores e que apresentou disposição em contribuir com subsídios minuciosos para a aplicação do modelo. O resultado mostrou que o modelo teórico aqui proposto se comportou de maneira satisfatória frente ao propósito desta tese. Por meio de sua aplicação, sugestões de mudanças importantes foram pontuadas sobre o programa de fidelidade da Intel, para que esta consiga melhores resultados

Thesis (MPhil (Information Science))--University of Stellenbosch, 2005. / ENGLISH ABSTRACT: Loyalty programmes have become very popular over the last 10 years and many businesses have chosen to implement such programmes to support their marketing strategies. Fundamental to the functioning and success of such loyalty programmes is the ability to gather, process, analyse and apply information regarding a business' customers. Such information is generated through customers' interactions with the programme and the business to which it is linked, as well as the various services and their providers that make up the programme. The aim of this research project is to investigate the question of whether an information-oriented strategy, based on the principles and paradigm of loyalty manifest in the global phenomenon of loyalty programmes, can deliver value to a business adopting them. In the process of the investigation, the primacy of information as the source of value for any business in the new economy will be discussed. This will be transposed onto the argument that the customer is the source of revenue generation and drives the flow of value in a business system. The results of these two streams of argument will show how the synergy between customers and their information, through the lens of loyalty economics, can be translated into business value with the achievement of core business objectives, i.e. sustainable revenue, growth, profit and competitive advantage. Evidence of these contentions will be provided by presenting and analysing local and international loyalty programmes as case studies manifesting this approach. In conclusion, the various findings of the research will be synthesised in the context of existing, sound business, customer, and information and knowledge management theory to derive an information oriented model of loyalty. This model is intended to be a strategic framework which a business can apply to provide insight into their decision making and assist in the achievement of their objectives. In further research beyond the limits of this paper, the model is intended to be tested. In application, the validated model's purpose will be to introduce to businesses and their leadership the paradigm of loyalty as a strategic tool. Furthermore, the model could be used as a foundation to assist in the creation, evaluation and development of loyalty programmes and their business implications in practice. / AFRIKAANSE OPSOMMING: In die afgelope 10 jaar het lojaliteitsprogramme baie populer geword en baie besighede het verkies om sulke programme te implementeer om sodoende hulle bemarkingsstrategie te ondersteun. Die grondslag vir die funksionering en sukses van sulke lojaliteitsprogramme is die vermoe om informasie oor klante te versamel, te verwerk, te ontleed en toe te pas. Sulke informasie word gegenereer deur die klante se interaksie met die programme en die besigheid waaraan die program verbind is, asook die verskeie dienste en diensverskaffers waaruit die programme bestaan. Die doel van hierdie navorsingsprojek is om ondersoek in te stel na die vraag of 'n informasie georienteerde benadering, gegrond op die basis van lojaliteit, gemanifesteer in die wereldwye verskynsel van lojaliteitsprogramme, waarde kan toevoeg vir besighede wat hulle aanneem. Die belang van informasie as die bron van waarde vir enige besigheid in die nuwe ekonomie sal as deel van die ondersoek bespreek word. Dit sal saamgevat word in die argument dat die klant die bron is van inkomstegenerasie en dat die klant die vloei van waarde in 'n besigheidsisteem dryf. Die resultate van hierdie twee argumentlyne sal aantoon hoe die sinergie tussen die klante en hulle informasie, deur die lens van lojaliteitsekonomie, bydra to besigheidswaarde deur die bereiking van kern besigheidsdoelwitte, bv. volhoubare inkomste, groei, wins en mededingende voordeel. Bewyse van hierdie stellings sal verskaf word deur plaaslike en internasionale lojaliteits programme te beskryf en ontleed as gevallestudies wat hierdie benadering weerspieel. Ten slotte sal die verskillende bevindings van die navorsing saamgevat word in die konteks van bestaande, goeie besigheids-, klante- en informasie en kennisbestuur ten einde 'n informasie georienteerde lojaliteitsmodel te skep. Hierdie model se doel is om 'n strategiese raamwerk te skep wat 'n besigheid kan toepas om insig te gee in strategiese besluite en om doelwitte te bereik. In verdere ondersoek buite die bestek van hierdie werkstuk sal die model getoets word. In toepassing is die gevalideerde model se doel om besighede en hulle leiers bekend te stel aan die paradigma van lojaliteit as 'n strategiese hulpmiddel. Verder kan die model gebruik word as grondslag vir die skepping, evaluering en uitbreiding van lojaliteitsprogramme en hulle besigheidsimplikasies in die praktyk.

The aim of this thesis is to suggest optimizations for Triola Plc. loyalty program based on theoretical understanding of loyalty and its role in success of a company, as well as numer-ous practical analyses. The thesis is divided into two main parts. The first part overviews the theoretical knowledge about consumer loyalty and how loyalty program can be an ef-fective tool in building said loyalty. The second part is formed of variety of practical anal-yses, including analysis of Triola sales data, data mining analysis using MML-TGI data ana-lyser, consumer survey and lastly benchmarking analysis. The last chapter is a synthesis of the theoretical and practical parts and suggest recommendations for Triola loyalty program based on the insights gathered throughout the whole thesis.

Submitted in fulfillment of the requirements for a Masters of Management Sciences: Tourism and Hospitality Management, Durban University of Technology, Durban, South Africa, 2016. / In the hospitality industry, the costs associated with promotions and advertising efforts are greater than those of maintaining relationships with existing customers. However, customer loyalty programmes have been discovered and promoted by different marketing managers and marketing experts in the different industries, as a most prominent and paramount business marketing tool in ensuring customer retention. The purpose of this research study is to assess the effectiveness of a Customer Loyalty Programme as a marketing tool in the Ezemvelo KZN Wildlife (EKZNW) Resorts. This study strategy is quantitative in nature because of its capability to attain a large number of respondents in a short space of time. The target population of this study is the customer loyalty members of EKZNW, in eight different resorts. Descriptive research was found to be relevant and appropriate for this study. A non-probability sampling, with a convenience sampling technique, was adopted for this research study, to recruit members of the EKZNW Rhino Club’s loyalty programme as participants. It was adopted because it allows for quick gathering of data and is also representative of the population. The sample size for data collection was conducted with 376 respondents that are loyalty programme members of EKZNW. A questionnaire was developed as measuring instrument, with the questions designed to be closed-ended. These questionnaires were personally distributed to the respondents in all the selected resorts of EKZNW. The findings of the study indicated that the majority of tourists holding EKZNW loyalty programme membership are happy with being Rhino Club members, however, some are not satisfied with the incentives provided. They recommend that the Rhino Card should be designed to allow them to also use it in other provinces’ game parks. / M

<p><strong>Purpose:</strong> The study aims to, from a companys point of view, describe how strategic work with customer loyalty is done.</p><p><strong>Conclusion:</strong> Another possible way to try to create loyalty is to exceed the expectations whether the customer is a member of the loyalty program or not. A strong brand with a good reputation can also contribute to a stronger loyalty. Reward systems gradually reward the customers since they first need to collect points, or in this case miles, to be able to use them later on. The staff is often educated in service to be able to interact with the customer in a professional manner. One way to interact with the members of the loyalty program is through profiles on the internet. To work with loyalty programs is a way for companies to get loyal customers.</p>

Purpose: The study aims to, from a companys point of view, describe how strategic work with customer loyalty is done. Conclusion: Another possible way to try to create loyalty is to exceed the expectations whether the customer is a member of the loyalty program or not. A strong brand with a good reputation can also contribute to a stronger loyalty. Reward systems gradually reward the customers since they first need to collect points, or in this case miles, to be able to use them later on. The staff is often educated in service to be able to interact with the customer in a professional manner. One way to interact with the members of the loyalty program is through profiles on the internet. To work with loyalty programs is a way for companies to get loyal customers.

Background: During the last decades the efforts to foster customer relationships have become important due to increased competition in the consumer markets. One of the most popular strategies have been to introduce customer loyalty programs which are believed to enhance the customer loyalty. The popularity of the customer loyalty programs is based on the beliefs that loyal customers are lucrative and these programs would bond the customers to the company. More recently however, the discussion whether these statements are accurate has started to blossom. Loyal customers are not necessarily as profitable as believed and it is not easy for companies to gain competitive advantage because almost all companies have similar customer clubs. Purpose: This thesis evaluates through a case study of a Swedish retail company whether customer loyalty programs manage to create loyalty among their members. Appropriate features of loyalty will be examined with the intention to evaluate whether there exists other factors outside the loyalty programs that are also influencing the creation of loyalty. Method: A qualitative study was conducted to answer the purpose of the thesis. Within the case study several semi-structured interviews were carried out with INTERSPORT and 20 telephone interviews with INTERSPORT customers. Empirical material was analyzed with a reflection to the theoretical framework and the research questions. Conclusions: Customer loyalty programs can enhance the creation of loyalty, but should be seen as a complement to other aspects of the business, namely, the product line, the customer service and the store concept. However, sustainable customer loyalty is difficult to obtain because many customers today are loyal to several companies instead of one.