In a context of globalization, companies need to be very competitive and to find the best way to be more and more attractive. In France and all over the world strategy marketing is nowadays a priority for companies according to Lefébure and Venture (2005). Brand loyalty programs are good examples of a marketing strategy used to seduce consumers in France. For example, with the subway (restaurant chain) Club card you will one sandwich free for buying eight of them.
This research aims to find solutions to help the marketing manager in solving problems concerning the marketing strategy and more precisely concerning the profitability of customer loyalty programs.
This essay will compose the problem statement of my research, then a preliminary research, a conceptual framework and my primary objective as well as my secondary objectives.
Do you have a loyalty card in your wallet? I am sure you will answer yes as a lot of people in France.
Indeed, nowadays, free trade agreements, globalization, trivialization of products, and volatility of the customers encourages companies to place customer in the heart of marketing and sales strategies. (Moisand, 2002)
[...] France, Vuibert. ►Meyer-Warden. L (2006) The influence of loyalty programme membership on customer purchase behaviour. European Journal of Marketing, Vol No. 1/2,. pp. 87-114 Morgat,P. (2005) Fidéliser vos clients, 3rd ed. France, Editions d'Organisation. ►Mouton, J How to succeed in your Master's and Doctoral studies? A South African Guide and Resource Book. South Africa: Van Schaik Publishers. Mullen, A. (2007) Customer loyalty means greater profitability. Nursing Homes: Long Term Care Management September, Vol No 9. Muller, R. Bloemquist, T. (2007) [...]
[...] It will be useful to compare the actual customer loyalty programs in France with the French customers' expectations. As I said before, my questionnaires will be composed by close-end but also by open-end questions in order to find out the concerns about French Customer Loyalty programs. In this case participants will have the opportunity to be free in their responses and not limited. Thanks to a good analyze of the questionnaires, we will be able to delete non useful or non appropriate questions indeed all the questions have to be linked with customer loyalty, satisfaction and customer loyalty programs' profitability . [...]
[...] A real competition exists in loyalty programs so companies have to spend more and more money for the customer loyalty programs' budget. In this context, it is interesting to study if customer loyalty program are still profitable for French companies. It is now logical to pursue a preliminary literature review as we know the key issues concerning the profitability of the French customer loyalty programs. The preliminary literature review The aim of this part is to find the literature and relevant secondary data that act as a basis for the proposed study (Cooper and Schindler 2006: 97) Five themes will composed this literature review, from the most general to the most specific points. [...]
[...] The primary research objective of my research can be: operating in a more and more competitive and challenging market, how French customer loyalty programs can be still profitable? The secondary objectives will bring information useful to answer my primary objective: Questions concerning the companies' objectives: What does the company expect from a customer loyalty program? What are the benefits of customer loyalty programs for companies? Questions concerning loyalty programs' position in companies' marketing strategy: What is the place of the loyalty program in marketing budget for a company? [...]
[...] It will be interesting to study past attitudes concerning the company's loyalty programs and customers' awareness, the history of customer loyalty programs as well as the future expectations concerning customer loyalty programs and companies' profitability. The longitudinal method is the best to study a trend. - A case study: We want to analyze the loyalty programs in depth. This type of study place more emphasis on a full contextual analysis. The aim of my research is to analyze the profitability of the customer loyalty programs and to give recommendations or an other marketing strategy if there are not profitable. [...]
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