Portada del libro de Do we have Tesco loyalty?
Título del libro:

Do we have Tesco loyalty?

A critical analysis of customer loyalty to Tesco & Tesco Clubcard

VDM Verlag Dr. Müller (2011-05-29 )

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ISBN-13:

978-3-639-35787-5

ISBN-10:
3639357876
EAN:
9783639357875
Idioma del libro:
Inglés
Notas y citas / Texto breve:
The aims of the book are to evaluate the antecedents which influence loyalty to Tesco & Tesco Clubcard, contending that customer loyalty is influenced by factors of both a social and marketing nature. Using quantitative & qualitative research the book concluded that: customer loyalty towards Tesco & Tesco Clubcard was not ‘social' in nature, it was premised on the antecedents of happiness/satisfaction, trust & commitment with grocery shopping viewed as a practical activity; the characteristics of a Tesco customer most likely to be loyal was someone who drove past other supermarkets to patronise a Tesco store, had a family member employed or previously employed by Tesco, preferred Tesco as a grocery retailer & would not switch their current loyalty from Tesco, aged between 58 and 63; Tesco customers exhibited spurious loyalty to Tesco and Tesco Clubcard, loyal because of convenience & incentives. By convenience we mean in terms of store location, accessibility & the lack of effort required from respondents to access offers. This underlines the peculiarities of Tesco as a grocery retailer in Dundee & its dominant position in the market.
Editorial:
VDM Verlag Dr. Müller
Sitio web:
http://www.vdm-verlag.de
Por (autor):
Jason Turner
Número de páginas:
312
Publicado en:
2011-05-29
Stock:
Disponible
Categoría:
Publicidad, comercialización
Precio:
79.00 €
Palabras clave:
customer loyalty, Tesco, Tesco Clubcard

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