Chapter 4: Research Findings and Analysis Introduction Analysis of research findings has vital influence on research project to prepare standard research report with valid conclusions and recommendations. However, there is some criticism on the positive relationship between customer satisfaction and customer loyalty. His blogs and SlideShare presentation have millions of readers. We want to go back to the good old days of retail and put good service above everything else … use Clubcard as a way to thank our customers for choosing us. According to Lawfer 2004 , customer loyalty is a response to how a business presents its products and services and described that customer loyalty is an approach that depends on personal view and opinion and there is no particular reasons for which the customer make purchase again and again from a business.
The phones will be able to tell the user where goods on their shopping list can be found in the store. They will purchase what seems good at the time. This resulted in one customer receiving up to six personalised promotions. Examples of available brands are Hungry Horse restaurants and Merlin Attractions. Clubcard rewards - get up to four times the face value of Clubcard vouchers by redeeming them for offers from Tesco's loyalty scheme partners. If not, they will leave right away.
In 2006, Tesco also launched the Club card in Malaysia. Source: Lancaster 2005 , Saunders et al. But after a year, the retailer was faced with issues such as bouncing of emails and invalid addresses. The rest of the respondents 13. It also considers different approaches to sharing data, and the implications of sharing for businesses. The initial team, led by Grant Harrison, researched programmes across the world and developed a proposal which showed that a loyalty card could be very effective. Sources for critical review of literature The identification of the sources for the critical review of literature is an important task for the researcher.
To get the access to the case studied organization, the researcher has followed and maintained both academic and organizational procedures, such as sending letter from academic institution, agreeing organizational code of conduct etc. All of the questions in survey were based on the aims and objectives of research as well as the issues identified in review of literature. On the other hand, majority, e. Some could be used for four times their face value. Small sample size: Due to time constraint, the researcher has carried questionnaire survey with limited number of respondents. Execution: Tesco took a snapshot from the information it had from the Club card to see how consumers act as individuals and how they shop.
The potential of the latter to contribute to the refreshing of the socio-technical tradition is outlined. Future research ideas and opportunities During the review of literature and collection of primary data, the researcher has identified some issues and concepts that can be use as future research ideas. Loyalty retention was also on the rise with about 30% increase in customer loyalty. In spite of having a very good strategy of customer service there is a hard evidence of good customer service at Tesco. Lovelock and Wirtz, 2011 defined customer loyalty in a business context as the willingness of a customer to continue patronising an organisation over a long period of time, prefer the organisation for shopping on an exclusive basis and continue to recommend the product or service of the organisation to friends, family and associates. Fornell et al 1999 have proposed a framework that clearly defines the relationship between customer satisfaction and customer loyalty.
What customers really want is the ability to turn rewards into family days out or Pizza Express meals - which might explain why Tesco's move caused an uproar. This information was then further segmented into how often the consumer shops and how much they spend. Data presentation techniques According to Tejada 2002 , data can be present through several ways, including presenting tables and figures, presenting numbers and presenting the results both qualitative and quantitative. It investigates whether companies really value their data, and companies' attitudes to sharing customer data. All of the research questions during the interview and survey were based on the issues and concepts of the research aims and objectives as well as that arrived during the critical review of the literature.
There is at least one smartphone app, , that lets users upload all their loyalty cards into one place. Tesco wants to attract new customers, but it also wants to keep its existing customers happy. So, it is clear that both customer satisfaction and customer loyalty is a general issue. Retail is an art backed up by science. Lack of availability of time: Due to lack of available time, the researcher has conducted only two interviews with the management personnel of the case studied organization. Transformation of the competitive landscape of the industry raises important issues of market regulation and corporate strategy.
It is an extension of the scheme in the United Kingdom, not a separate scheme, so Irish Clubcards can be used in stores in the United Kingdom. Authors Clive Humby and Terry Hu Swiping a grocery store's loyal-customer card has become second nature to shoppers these days. However, small number of respondents has mentioned that they are coming twice a month, such as 15% customers and once a month, such as 7. Every penny that was spent in any Tesco format Express, Metro, Superstore, Extra, Homeplus or. The Assistant Store Manager was female and aged of 30 who have been working for 5 years within Tesco plc. After two slight amendments to the design of cards in the 1990s by Evans Hunt Scott's creative team, the scheme had a major relaunch in 2005 with all members being sent personalised cards and key fobs which could be scanned at the checkout, rather than swiped. .
Thus, the researcher has used descriptive technique, such as transcribing interview results to analyse qualitative data and statistical technique, such as percentages of survey results to analyse quantitative data. Practical implications — The paper presents practical contributions to marketing managers concerning policy wording, job design and reward schemes. On 10 July 2017, Tesco released the Clubcard application on the store. Chapter 2: Critical Review of Literature Introduction Critical review of literature is one of the most common and vital part within the dissertation. Therefore, although wandering customers cannot be ignored, the time spent with them needs to be minimized. So, the limited number of interview may have negative impact on the overall research report.
Purpose — Privacy is a topic of major interest to the marketing community that has fuelled the development of legal and technical mechanisms to protect customers' anonymity and to prevent the misuse of customer data. Meanwhile, in same manner the customers, who seek benefits towards an organization and respond with their loyalty to the organization Rashid, 2003. New customers can now use the Tesco Clubcard app to sign up to Clubcard straight away, while they shop in store. All of these things can be discuss and explain as follows- i. During the interviews, the management personals of the case studied organization, i.