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Are Customers loyal to the Tesco Superstore in Roundhay by Christina Ruther (Paperback, 2003)

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Inhaltsangabe: Abstract: Throughout modern marketing literature there is extensive agreement that 'Customer Loyalty' is marketing's newest challenge. Marketing's main focus is shifting away from a transactional approach, focusing on the single sale, to a customer relationship approach, establishing, maintaining and enhancing relationships with customers. Today the advantages of cost efficiency, market share, and service quality do not guarantee a company's success any more. Companies need to invest in customer retention programmes to stay competitive. Due to the belief that retaining existing customers is far cheaper than attracting new ones the subject of customer loyalty has become of increasing interest to businesses over the last decade. Theorists argue that loyal customers are more likely to pay an extra price and that their average expenditure will increase over time. In particular in the food retailing industry companies are facing an ever-increasing level of competition due to a high saturation point and low customer switching costs. Growth is only possible by gaining market share from competitors. Under these conditions the effective management of customer loyalty has become a key issue in securing competitive advantage. This study focuses on the review of theories behind customer relationship and customer loyalty marketing found in academic literature. It sets out to explore customer loyalty at UK's biggest supermarket chain, Tesco plc. A questionnaire was carried out on Tesco customers to investigate whether customer loyalty exists. The survey was used further to identify which marketing mix variables influence customer retention at Tesco. Further, a semi-structured interview with the Tesco Customer Service Manager was used to investigate Tesco's attempts at building up a loyalty based relationship with its customers. Finally, recommendations have been made for Tesco plc to increase customer loyalty. Einleitung: Diese Diplomarbeit wurden in Zusa

Product Identifiers

Publisher
Diplom.De
ISBN-13
9783838672052
eBay Product ID (ePID)
222378557

Product Key Features

Author
Christina Ruther
Publication Name
Are Customers Loyal to the Tesco Superstore in Roundhay
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2003
Type
Textbook
Number of Pages
132 Pages

Dimensions

Item Height
210mm
Item Width
148mm
Item Weight
181g

Additional Product Features

Title_Author
Christina Ruther

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Are Customers loyal to the Tesco Superstore in Roundhay by Christina Ruther (Paperback, 2003)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Australian Guidebook for Structural Engineers by Lonnie Pack (Paperback, 2019)

Eduqas GCSE (9-1) Religious Studies Route B: Catholic Christianity and Judaism by Deirdre Cleary, Andrew Barron, Joy White, Patrick Harrison (Paperback, 2017)

Time Management by Peter Quarry (Paperback, 1986)

The Ethnic Cleansing of Palestine by Ilan Pappe (Paperback, 2007)

Save on Adult Learning & University

The Australian Native Bee Hive Book: Keeping Stingless Sugarbag OATH Tim Heard

Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A

Netter Atlas of Human Anatomy: Classic Regional Approach

Classical Mechanics: The Theoretical Minimum by George Hrabovsky

Havard's Nursing Guide to Drugs

T. Jared Bunch Matthew LaPlante John D. Day The AFib Cure (Paperback)

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