What is the impact of loyalty programmes on consumer buying behaviour in the UK coffe retail sector? A comparative study of Starbucks, Costa Coffee and Caffè Nero
Başlık çevirisi mevcut değil.
- Tez No: 401848
- Danışmanlar: DR. DARREL KOFKIN
- Tez Türü: Yüksek Lisans
- Konular: İşletme, Gıda Mühendisliği, Sosyoloji, Business Administration, Food Engineering, Sociology
- Anahtar Kelimeler: consumer purchasing decision, loyalty programmes, loyalty conceptualisation modes, different forms customer loyalty, components of loyalty programmes
- Yıl: 2011
- Dil: İngilizce
- Üniversite: Unıversıty Of Wales-Cardıff
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
Consumer behaviour and loyalty are central topics in Customer Relationship Marketing. Yet, the variables that motivate consumer buying behaviour examine only brand loyalty perspective, whereby is impossible to see the impact of loyalty programmes individually. In this study, we extend the loyalty programmes with a prediction of their effectiveness on customer's buying behaviour such that loyalty programmes can be deployed for targeted motivating consumer buying behaviour and furthermore creating singe brand loyalty. To this end, we investigated the nature of consumer buying decision process to see which elements could be involved to it. Soon after, existing loyalty programmes have been examined to understand if they cover or able to cover these elements. Also consumers' thoughts have been listened and their behaviour has been observed. And we distinguish that (i) consumers consider loyalty during their purchasing decision, (ii) given that loyalty programmes are key factor for developing loyal customers, (iii) however, not every programmes have same power for transforming consumers to loyal customers.(iv) Therefore, before launching any loyalty programmes, namely investing big capital, their impact on consumer buying behaviour needs to be checked. Hence, this study concentrates on the impact of loyalty programmes on consumer buying behaviour. For rationality and validity of the study, considering rapid growth rate and the researcher special interest, coffee retail sector with in the UK, has been used for examination. Leading high-street coffee brands, Starbucks, Costa Coffee and Caffé Nero have been applied to this comparative study considering their variety of loyalty programmes.
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