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Many companies target customer loyalty as a way of keeping the retail sector successful and this could be achieved by greater social responsibility. In the last few years, the importance of CSR has gathered momentum and has gradually attracted many consumers in UK and is continuously doing so. At this current moment in time there is very high competition and demand in the UK retail sector, especially between Tesco, Sainsbury’s and Asda. Along with price, quality and other factors, corporate social responsibility can play a very important role for these companies in increasing the customer loyalty. In this highly competitive world, consumers want to know what companies are doing to be socially responsible, by companies such as Tesco, Sainsbury’s, Asda etc. complying with customer wants and showing them what they have done for the environment they could potentially increase their brand loyalty. However, CSR is not without its share of criticism and scepticism. CSR sells, but with a negative connotation attached to it if going by the observation that although it is supposed to be a win-win for both the corporate and the society in general, corporates engage in this activity to ‘greenwash’ its ulterior motives of gaining more acceptance among its customers and the society in general in spite of all the negative impact its decision-making mechanism has on the environment. CSR is seen as an attempt to avoid regulations, gain legitimacy and access to decision makers and the markets, exploit a cheap vehicle for advertising (not surprising that many involved with this activity also sit in the PR and advertising departments), counter claims of pressure groups who point at the inefficient and disastrous impacts of the firms’ ineffective and harmful decision making and to shift the ground or blame on public functions to bear the brunt of all wrong decisions of the business (What’s wrong with corporate social responsibility?, 2012). Against this background of CSR, it becomes imperative that the real motivation behind a firm indulging in CSR and the need to study the same becomes important, which this study aims to do. 1.2 Significance of the study Malai (2011) researched on the ways CSR helps in increasing loyalty of consumers in Thailand and found that it really works. He worked on the importance of CSR and undertook primary research consisting of males and female consumers who gave their views. This is evidence which shows that CSR can help in increasing customer loyalty by being socially responsible? Matute-Vallejo, Bravo and Pina (2011) CSR affects on customer loyalty. CSR influences customer
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(“Improving customer and brand loyalty through CSR: A case of UK's Dissertation”, n.d.)
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(Improving Customer and Brand Loyalty through CSR: A Case of UK'S Dissertation)
“Improving Customer and Brand Loyalty through CSR: A Case of UK'S Dissertation”, n.d. https://studentshare.org/business/1396112-csr.
The research objectives are as follow:
To analyse the role of loyalty programs in customer loyalty in HSBC, Barclays and Royal Bank of Scotland
To investigate the impact of customer loyalty on customer retention
To assess the loyalty patterns of customers
To understand the importance of loyalty programs in attracting, retaining and empowering customers
This study aims to determine whether or not Tesco’s Clubcard is effective as a loyalty marketing tool. Based on the research survey results, Tesco’s Clubcard is not effective as a loyalty marketing tool. Since the customer reward programme and special promotion, discount coupons or vouchers are among the least important factors that can affect the customer’s decision on which supermarket to shop, the marketing manager should try to focus on developing and implementing new marketing strategies that can make its customers enjoy added value for their money.
egration of the previous variables in the analysis of basic trends in the UK retail sector; development of solutions for the problems and challenges cited so that a better model of state policy, protective measures and regulation could be achieved. The study employed descriptive and critical account of the data gathered, using secondary sources extracted from extant body of literature on the subject.
30 References 31 Part A Research and Findings Research Questions 1. What is the role of corporate social responsibility in reducing the level of business risks of a company? 2. How does the level of corporate responsibility policies of J Sainsbury Plc help in mitigating the level of business risks of the company?
The research and methodology of the project is mainly concerned with the technique and tools used for conducting the research from data collection to understand the behaviour and attitude of the people on the loyalty cards and finding the loyal customers of TESCO in UK.
Perception is not only hard to define but also to understand especially when it comes to customers. In the competitive business environment, a customer perceives products and their utilities based on pre conceived notions, ideas and references of opinion leaders and reference groups and through experiencing the overall utilities
The spillover effects of the global economic recovery, declining exports and volatile capital flows call for adjusting economic policies (Nasution, 2012). Political uncertainties in advanced economies are responsible for downside risks that continue to loom large.
Reforms in the banking sector have also blurred the lines between banks and non-banks, thereby increasing pressure on banks to perform. Customer experience now defines service quality and poor service quality can push customers to switch service providers.
The findings show that Starbucks is already implementing many strategies that are improving its brand. Starbucks is now a household name and is continuing to delve into other areas such as joining forces with large companies to continue branching out. The company joins the recycling revolution and the Green Power Market Development Group.
62 Pages(15500 words)Dissertation
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