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留学生论文开题报告范文Proposal
Title: Relationship between loyalty card and customer loyalty
---by the case of UK TESCO supermarket
A brief explanation of the topic
The study of customer loyalty, particularly customer loyalty research on English retail supermarkets has unusual significance. Customer loyalty refers to rebuying behaviors when customers prefer to some service or products. High customer loyalty is the greatest wealth of retailing enterprises (Doncy and Cannon, 1997). A certain consulting company’s commercial survey shows that when customer retailing rate increases 5%, retailing enterprises’ profits will increase 25% to 80% (Joan, Anderson, Jolly and Ann, 2007). Therefore, the research on customer loyalty is a required necessary for modern retail enterprises. As long as improving their customer loyalty, retail enterprises can satisfy customers’ growing personalized demand, adapt to the development of contemporary retail industry, and thus improve the measures to keep customer loyalty.
The main purpose of this dissertation is to research on loyalty cards comprehensively and systematically, analyze the key elements of Loyalty card and use it as the basis for English supermarkets to cultivate customer loyalty. And the purpose of this research is to identify the determinants of customer loyalty in English supermarkets. Apart from assessing the extent of customer satisfaction and customer loyalty in the supermarket, primary research is carried out to test the proposed model of customer loyalty. This study seeks to study:
(1). the relationship between loyalty cards and customer loyalty for English supermarkets.
(2). the relationship between customer satisfaction on customer loyalty for English supermarket.
An outline of the method or methods you plan to use to gather relevant data and a justification for its, or their, use;
There are too many literatures on customer loyalty theoretical research or practical research, in this paper the author uses generally standardized deduction theory and empirical research quantitative analysis. This method will be based on secondary research and questionnaire survey. The source of secondary research will be the research published in various journals and management publications (Bainbridge, 2001). In order to achieve the above research objectives, the survey research is used as the primary data collection method. Survey research is the collection of data through formally addressing questions to a large number of people in the target population and taking a systematic record of their responses (Bainbridge, 2001). Two survey research methods, namely a self-administered questionnaire and face-to-face interview are employed respectively to gather primary research data from the consumers and the sellers.
Standardized research
Theory research is the basis of empirical research. Standard analysis’s performance is based on some form of moral values or value judgment, to solve “what should be” which is more dependent on the interpretation of the logical way of thinking (Creswell, 1994). In this dissertation the author firstly uses standardized research to outline the theory in this study.#p#分页标题#e#
Case study
Research of the relationship impact among consumer behavior, customer loyalty, customer satisfaction will be based on empirical research; the author mainly analyzes the TESCO supermarket as the case. Research will focus mainly through survey to get data.
1) Secondary research
A large of literature has been read, and some news from internet has been used. Some data has been collected from others reports.
2) Primary research
Empirical research is the main method in this paper, and some data has been collected from questionnaire, some analysis has been made in order to make a conclusion.
a) Population of the study
In this research, the author chooses 150 people at random for questionnaire, and asks them some questions on supermarket customers’ purchase, such as the factors for them to consider when they want to buy something, among which is the most important fact, etc.
b) Sampling method
The sample for this research was defined as the residents of London over 18 years of age. Because the mainly loyalty program was require the participant must be 18 years old above.
3) Data Processing
When the author gets those data, the author screens useful information and effective information and analyzes them, then reach the conclusions. In this research street interview is adopted to collect both of qualitative and quantitative data. The research is to investigate the relationship between loyalty card and customer loyalty. This objective requires a deep comprehension of the attitude and behaviors for costumer towards loyalty cards.
Research procedure
Source：the author，2010
A description as to how you will actually be able to apply those method(s);
Firstly, the author will read a lot of literatures about marketing, such as the theories on customer loyalty, and loyalty cards, so the author can use library method to do the theoretical outline of this dissertation.
Secondly, the author can use questionnaire survey to do the research, because the author stays in UK, and has the opportunity to collect data. The author designs questionnaire for customers of TESCO supermarket, it includes customers’ gender and age, which is used for the basic statistical sample description; The second part is on the investigation of latent Variables, which are factors of loyalty cards impacting TESCO supermarket’s customer loyalty and the dependent variables, which means TESCO supermarket’s customer loyalty degree. The questionnaire includes a dependent variable and six latent variables, totally 27 indicators. In the design for measuring one dependent variable and six latent variables’ 27 indicators, the author refers the previous Scholars’ samples, but optimizes the design.
A timetable of the various stages of your research;
Items Time
To decide a topic January, 2010
Review of literature and complete a research proposal February, 2010#p#分页标题#e#
Collect secondary data and start to write introduction March, 2010
Write up literature review and prepare the interviews April, 2010
Literature review and data analysis May, 2010
Write up results and conclusion June, 2010
First draft of project report completed July, 2010
Final writing of project report August, 2010
A brief overview of some of the key literature relevant to your topic
Customer loyalty
In English, the word “loyalty” is derived from French, refers to people's evaluation on systems, rules and habits compliance (Andrew, Leigh, Susan, Nikolao, Cretu and Roderick, 2003); also derived from Latin, emphasizes that the extension and development of human beings’ legitimacy activities (Anne, 2003). In the Chinese language, it refers to the dedication and performance of people the people or groups, and refers to faithful reliability, focuses on the sustainability of specific acts.
Customer loyalty is the forefront area of international research of marketing theory, especially in the mid-1990s of the 20th century (Brodie, 2007), the research on customer loyalty becomes another hot point after customer satisfaction (Arch and Martin, 2007). Academia has done a great deal of research on customer loyalty, scholars at home and abroad through theoretical research and empirical analyses consider enterprises’ customer loyalty strategic significance as follows: first to increase revenues. Second, to reduce marketing costs. Third, to win new customers. Forth, to obtain market information (Anne, 2003).
Loyalty card
Loyalty card scheme are one of the CRM’s most popular strategies which have attracted much interest from various companies (Chiara, 2003). Customer loyalty programs have already permeated people’s life such as railways, petrol station, restaurants, and supermarket (Berry, 2005). Loyalty cards become part of people’s life and the frequency of use loyalty cards in payment are gradually increased. There are two main major role of loyalty cards program one of them is that retailers can obtain large amounts of valuable information through the loyalty club cards. The second one is that customers can benefit from joining in several ways (Doncy and Cannon, 1997).
References
Andrew Smith, Leigh Sparks, Susan Hart and Nikolaos TzokasAnca E. Cretu and Roderick J., 2003, ‘Retail loyalty schemes: results from a consumer diary study’, Journal of Retailing and Consumer Services, Volume 10, Issue 2, March, Pp. 109-119
Anne W. Mägi, 2003, ‘Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics’, Journal of Retailing, Volume 79, Issue 2, pp. 97-106
Bainbridge, W. S., 2001. Survey research：A computer- assistant introduction. Belmont, CA：Wadsworth.
Berry, 2005, ‘The old pillars of new retailing’, Harvard Business Review, vol 1. pp. 44-45
Brodie, 2007, ‘The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective’, Industrial Marketing Management, Volume 36, pp. 230-240#p#分页标题#e#
Arch G. Woodside and Martin G. Walser, 2007, ‘Building strong brands in retailing’, Journal of Business Research, Volume 60, pp. 1-10
Doncy P .M., CannonJ .P. 1997, ‘An examination of the nature of trust in buyer seller relationships’, Journal of Marketing, vol 61 (8), pp. 35-51
Chiara Mauri, 2003, ‘Card loyalty. A new emerging issue in grocery retailing’, Journal of Retailing and Consumer Services, Volume 10, pp. 13-25
Creswell, J. W. 1994, Research design: Qualitative & quantitative approaches. Thousand Oaks, CA: Sage.
Joan L. Anderson, Laura D. Jolly and Ann E. Fairhurst, 2007, ‘Customer relationship management in retailing: A content analysis of retail trade journals’, Journal of Retailing and Consumer Services, Volume 14, pp. 394-399
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