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Table Of Contents

1.1     The Rise Of Tesco
1.2     The Background to the Study
1.3     The Scope of the Study
2.1     Introduction
2.2     The Tesco Story
2.2.1     The Tesco Timeline
2.3 Characteristics of Customer Relationship Management (CRM)
2.4     The Clubcard Phenomenon
2.6  Loyalty Marketing
2.6.1     The Customer Loyalty Ladder
2.7  The Tesco Clubcard as a Loyalty Marketing Tool
2.8  The Relationship between Loyalty and Satisfaction
2.9  Does Loyalty Result to Profit?
2.10  Do Customer Reward Programs Deliver Long Term?
3.2 Research Objectives
3.3 Selection of Research Methods
3.3.1 Features of Qualitative and Quantitative Research
3.4 Questionnaire Design
3.4.1 The Eight‐Step Questionnaire Construction Procedure
3.4.2 Justification of Questions
3.4.3 Question Types and Wording
3.4.4 Questionnaire Layout
3.4.5 Interviewer versus Respondent Completion
3.4.6 Coding
3.5 Sample Selection Procedure and Sample Characteristics
3.6 Strengths, Limitations and Validity
3.6.2 Limitations
3.6.3 Validity
4.2 Analysis
4.2.1 User Profile of Tesco Clubcard Respondents
4.2.2 Customer Perceptions on Tesco Clubcard
4.2.3 Loyalty and Satisfaction
4.2.5 Has the Tesco Clubcard Created Loyalty?
4.2.6 Are Consumers Manipulating Suppliers?
4.2.7 Does Tesco Really Need the Clubcard
4.3 Conclusion
5.2 Conclusion of the study
5.3 Recommendations
5.4 Limitations and Further Research
REFERENCES
APPENDIX A – QUESTIONNAIRE JUSTIFICATION
APPENDIX B ‐ QUESTIONNAIRE
APPENDIX C – SPSS CODED QUESTIONNAIRE RESULTS
APPENDIX D – SPSS FREQUENCY TABLES FOR QUESTIONNARE RESULTS
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23147274 Customer Reward as Loyality Marketing Tool

23147274 Customer Reward as Loyality Marketing Tool

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Published by: Ahmed Mohamed Sharaf on Oct 13, 2010
Copyright:Attribution Non-commercial

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11/03/2011

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