Nobody downloaded yet

The Loyalty Card as Promotion Tool - Essay Example

Comments (0) Cite this document
The main aim of this essay is analyzing the loyalty card as promotion tool; how can it improve satisfaction and loyalty among the supermarkets and customers such as Tesco. It is more than 20 years since questions revolving the definition of loyalty have been addressed…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER93.5% of users find it useful
The Loyalty Card as Promotion Tool
Read TextPreview

Extract of sample "The Loyalty Card as Promotion Tool"

Download file to see previous pages Humby and Hunt (2004) are of the opinion that loyalty is more of an emotional concept thus resisting the definition in terms of behavior. This, therefore, champions that loyalty is an emotional concept resulting from the trust. Others also define loyalty as emotional concept built on empathy (East 1997). Building on the idea and recognition that opinions and feelings are active, variables that include but not restricted to social, physical environments, as well as individual abilities, have been known to pre-empt action. On the contrary, this view can be seen as being loyal functionally in that customer tends to be loyal to a company only because of convenience (Barnes 2002). According to (Grisaffe 2001), loyalty does not rotate around behavior, for instance, other is the buyer who has developed the cognitive rule in that they only buy low priced products, because of this such customers will look loyal to that brand over a period of time. This will only be interrupted by the entrance of another brand which is priced lower than the previous. The customer will again change to become loyal to the new product in the market. From this, it is evident that customers are more loyal to their decision rules as opposed to the brands and thereby a proof that loyalty is more than behavior.
Of several definitions, the characterization seemed most suitable when discussing the Tesco Clubcard. Suggestions that daily life of loyalty entails “emotional commitment” and “monogamy” where one choice overrides the rest has been brought forward (Humby and Hunt 2004, pg 9). To bring out the comparison, retail loyalty concentrates on achieving a bit of goodwill, a slight margin of liking, a rise in the shift in terms of buying tendency. Customer satisfaction can be described in simple terms as the measure of a customer’s expectation is met in totality or not.  ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“The Loyalty Card as Promotion Tool Essay Example | Topics and Well Written Essays - 6250 words - 1”, n.d.)
The Loyalty Card as Promotion Tool Essay Example | Topics and Well Written Essays - 6250 words - 1. Retrieved from
(The Loyalty Card As Promotion Tool Essay Example | Topics and Well Written Essays - 6250 Words - 1)
The Loyalty Card As Promotion Tool Essay Example | Topics and Well Written Essays - 6250 Words - 1.
“The Loyalty Card As Promotion Tool Essay Example | Topics and Well Written Essays - 6250 Words - 1”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF The Loyalty Card as Promotion Tool

Loyalty card and customer loyalty: case study of Tesco in UK

...?Loyalty card and loyalty: case study of Tesco in UK (Alder shot location) Table of Contents CHAPTER THREE 3 Research and methodology 3 CHAPTER FOUR: Findings and Analysis 6 CHAPTER FIVE: Conclusions and Recommendation 12 Reference 13 Bibliography 13 Appendix 14 Questionnaire 14 CHAPTER THREE Research and methodology 3.1 Introduction 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. 3.2 Research Approach Research...
8 Pages(2000 words)Dissertation

Loyalty card and customer loyalty: case study of Tesco in UK (Aldershot location)

...purchase profiles is that it helps in segmentation of the retailers’ customer base, hence ensuring that the right marketing strategies are used such as direct marketing and special offers to meet customers’ requirements (Rowley, 2005). Loyalty schemes are widely used by different sectors in the retails, for example the travel agents, financial service providers, hospitals and supermarkets. Loyalty cards are an important tool of marketing. Retailers around the world – from Tesco to smaller chains – use loyalty cards to retain existing customers, generate new customers; gather data on the customer decision process and increase the spending...
5 Pages(1250 words)Essay

Loyalty Card and Customer Loyalty: Case Study of Tesco in UK (Aldershot location)

...?2.5 Kind of loyalty programs Loyalty card Establishing a relatively broad number with smaller section, identify unique worth and the facilities to offer customer direct contact when is necessary in that way is pure play online competition is trust and enjoy by traditional business where no electronic media involved , which frequently is greater difficulty in using tool e retail ( To become successful, survival is one of the key in retailer`s world. Whether controlled or not controlled to create purchase occasion, customers need to gain confidence in the retailer in order to return for shopping. It is not controlled issue that has caused customer to make complaints. Lack of involvement with customer and lack... of...
6 Pages(1500 words)Essay

Loyalty Card Scheme

...value on rewards. Mauri (2003) raises the question of whether buyers are loyal to their cards. They surface the need to recognise that loyalty to cards and loyalty to the brand or organisation promoting the card may not be the same thing, and also provides a platform for asking whether cards are in fact used consistently by shoppers. Erratic and intermittent use of cards has significant consequences for the quality of any data collected about shopping activities. It may also be useful to remember that families and other tight knit social groups sometimes share cards. This extends...
24 Pages(6000 words)Coursework

Loyalty card and customer loyalty: case study of Tesco in UK (Aldershot location)

...A loyalty card is a plastic card, usually looking like a credit card, that en s the holders to discounts on making purchases from a retailer or asupermarket chain. Loyalty cards are meant to increase the loyalty of the customers towards the issuing retailer or supermarket chain ( Stieb, James A,2006). Oliver (1997) defines loyalty in a customer as, “A deeply held commitment to re-buy or re-patronize a preferred product or service in the future despite situational influences and marketing efforts having the potential to cause switching behavior.” Buyers can be divided into four groups according to their...
2 Pages(500 words)Essay

Loyalty card and customer loyalty: case study of Tesco in UK (Aldershot location)

...its competitive advantage over its competitors. These benefits more than offset the impact on the margins that loyalty card programs may have because of the discounts and rebates that they give (Susie Mesure, 2003). Loyalty cards therefore continue to be one of the most potent tools of loyalty marketing. Loyalty marketing is that approach to marketing in which a company focuses on growing and retaining existing customers through incentives like loyalty cards (Philip Kotler, Kevin Kohler, 2000). Re-launch of the loyalty card program of Tesco and the...
8 Pages(2000 words)Literature review

Loyalty card and customer loyalty: case study of Tesco in UK (Aldershot location) necessary or desires and to retain to continuing without interruption as achievable in the business in which they build on their loyalty to. Since 1990s marketing tool of practising loyalty scheme has been the most successful ( Barlow 1992, Donovan 1996). Keeping customer is not expensive than acquisition cost noting that customer should be retain, resulting in a good connecting of maintaining customer on the system of their experience reliance regard and what is termed “duration values”. Loyalty cards are an important tool of loyalty marketing. Retailers around the world – from Tesco to smaller chains – use...
3 Pages(750 words)Essay

The Loyalty Card as a Promotional Tool to Improve Customer Satisfaction product information. Making the products sell and retaining customers through loyalty programs, the company can go through a series of marketing regimes including; Trial programs Sales people Online videos Teleconferencing training Product and service information Mobile access Through the above marketing regimes, clients will be able to familiarize with the services given at the store. The company will also get both positive and negative feedback on the type of products and services given at the store. The use of promotion as a marketing tool comes as an important aspect to create and retain customers. References Kimmel, P. D., Weygandt, J. J., & Kieso, D. E....
3 Pages(750 words)Essay

Loyalty grab customer’s attention and to become their favorite. If it is successful in delivering the promises customers will automatically become loyal. Halliburton & Poenaru (2011) state that building trust among customers takes time and requires emotional and rational bonds to keep it strong for the future. Companies can safe-guard themselves in unstable situations (recession) if they are able to establish strong links with customers. No matter how risky the economic conditions are loyal customers would not stop buying these brands. However, some customers are easily distracted by prices and promotional offers and continuously switch their preferences. Their level of loyalty is seasonal and changes...
1 Pages(250 words)Essay

Community Health Promotion Tool

...Community Health Promotion Tool Affiliation: Coronary heart disease is a heart problem caused by accumulation of fatty deposits in the walls of blood vessels known as coronary arteries which are in charge of taking blood to the heart. Once accumulated, the arteries clog and the blood has difficulties reaching the heart causing heart attack. The process of blocking arteries is called atherosclerosis while these fatty deposits clogging the arteries are known as atheroma. This heart disease is caused largely by the bad healthy habits people accustom themselves with such as smoking, eating unhealthy food with lots of fat, being overweight, lack of physical exercise, diabetes, high blood pressure as well as...
2 Pages(500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic The Loyalty Card as Promotion Tool for FREE!

Contact Us