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英国论文代写范文精选-Membership card and customer relations

2016-06-20 | 来源:51Due教员组 | 类别:更多范文

51Due英国论文代写网精选assignment代写范文:“Membership card and customer relations”,这篇论文讨论了会员卡和客户的关系。企业和商家为了留住客户,特别是忠实顾客,都会采用会员卡这种手段。乐购是第一家推出会员卡系统的超市;实施之后,两年后有超过10万人申请会员卡。在英国市场激烈竞争中,会员卡已成为企业应用的重要营销手段。这样可以帮助他们留住更多的忠实客户。

Loyalty cards become more and more popular for enterprises to keep customers, especially for the loyal customers. But whether there is a certain relationship between loyalty cards and customer loyalty, there is less researches, so the author chooses Tesco supermarket as the research place, and designs a questionnaire, sends them seldom to customers who go for Tesco, after collecting data, the author uses SPSS and Excel to analyze these data.

Based on the hypothesis test results, we know the effect of role of reliability of loyalty cards and Empathy of loyalty cards factors to English Supermarket’s customer loyalty is not significant, because it did not pass the significant test, therefore, it can be identified that when considering several factors affecting on English supermarket customer loyalty, do have a number of factors are not significant, that is relatively speaking, the impact of these factors is weaker than the significant factors.

As for the impacting factors through significant test, and model test results and weight calculated results, the test results are explained and analyzed. In recent years, accompanied by the globalization of the world economy, the retail sector showing increasingly international, plus the continuous growth of the economies of developing countries, the market continues to expand and investment environment improves much, making many transnational retail giants to take aims to Britain with great potential markets.

Britain has increased a lot of large-sized chain shops, launching the so-called “loyalty programs”. There are a lot of large chains of supermarkets to implement such loyalty cards, such as Sainsbury’s and Tesco. Tesco is the first supermarket to introduce loyalty card system; since it launches this programme, after two years there are over 10 million people to apply for the loyalty card members.

For the serious competition in UK, the loyalty card has become the important Marketing tool for enterprises to apply. Such a system can help them to retain more loyal customers to increase their profits according to these consumers’ information got from the card. Meanwhile, with the continuous increase of people's living level, the needs of customers have also gone through great changes.

Berry in his “The old pillars of new retailing” he says on the article “Today's retailers require all of the customer experience: super programs that satisfy their need, respect, emotional relation, just prices and convenience. For customers, meeting four of the five elements is not enough, and retailers must provide all the elements.

And, as the extensive application of information technology, for the customer, get more channels of information, when the customer purchase decisions they should fully consider their access to information, they more knowledge. Within August to October, 2003, the “supermarket customers’ trend survey” was initiated by the Britain Chain Store and Franchise Association, IBM Ltd. and Zero Pointer information Consulting firm of British participated.

This survey relied on 14 large chain enterprises in the country, and in 12 major cities to conduct “The trend survey of supermarkets”. “the investigation report of the purchasing behaviors of English supermarket customers in2003” summarized in the survey shows that in the supermarket industry in England, customers loyalty presents low, only 18% of customers say that under normal circumstances, they only go to a supermarket fixedly, customers fixed to 2-3 supermarkets accounts for 44.4%.

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