Effectiveness of Customer Reward Program as Loyalty Marketing Tool: The Case of Tesco - Dissertation Example

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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…
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Effectiveness of Customer Reward Program as Loyalty Marketing Tool: The Case of Tesco
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Download file to see previous pages ............ 13 2.4 Significance of Customer Reward Programme over the Success of Tesco ..... 15 2.5 The Myth behind a Customer Reward Programme ......................................... 19 3. Research Methodology ................................................................................................ 22 3.1 Research Survey Questionnaire Design ........................................................... 24 3.2 Semi-Structured Research Interview Questionnaire Design ............................ 26 3.3 Target Population, Sample Size, and Research Venue .................................... 27 3.4 Research Analysis Method .............................................................................. 28 3.5 Research Ethics ................................................................................................ 28 4. Research Findings and Analysis .................................................................................. 30 5. Conclusion and Recommendations .............................................................................. 35 References ................................................................................................................................ 38 Appendix I – Summary of Research Survey Questionnaire .................................................... 45 Appendix II – Summary of the Semi-Structured Research Interview Questionnaire .............. 47 Appendix III – Summary of Quantitative Research Survey Results ........................................ 48 Appendix IV – Summary of Research Interview Results ......................................................... 52 Chapter I – Introduction As the biggest and fastest growing grocery and general merchandising...
It is equally important to study the geographic boundaries of Tesco store outlets, ensure that the company have sufficient stock of a wide-range of food and non-food items, and continuously improve its customer service. As the biggest and fastest growing grocery and general merchandising retailer in the United Kingdom, Tesco Plc is selling a wide-range of grocery products and wine; entertainment products such as books, CDs, DVDs; PC, photo and gaming items; landline and mobile phones; home electrical appliances; ready-made and made-to-order furniture items; car and garden supplies; sports and leisure products; and a wide-range of toys and clothing for babies and toddlers throughout its store outlets in 14 countries around Asia, Europe, and North America (Tesco 2012a; Wilson 2005; Humby and Hunt, 2004, p. 1).
In general, an oligopolistic market is commonly characterized by a few similar companies that aim to sell homogenous products and services to a large group of buyers (Arnold, 2008, p. 512). In most cases, one of the very few factors that can trigger the development of an oligopolistic market is the continuous process of merger and acquisitions.
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