Clubcard Loyalty

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BFJ 108,11

Grocery loyalty: Tesco Clubcard and its disturb on loyalty
Jason J. Turner and K aren Wilson
University of Abertay, Dundee, UK
Abstract
Purpose The aim of the research is to identify the impact of the Tesco Clubcard on guest loyalty. The secondary aim is to contrast customer perceptions of the Clubcard, staff and feeling valued to identify which factor has the greater impact on customer loyalty to store. Design/ methodology/approach Quantitative analysis was used based on 60 questionnaires conducted with randomly selected customers in Tesco Metro Dundee in 2005. Tesco were not involved in the research other than to provide acclamation at a store level for the research to encounter place outside their premises. Findings A positive moderate birth was found r ¼ 0:388, p ¼ 0:01 among the owning of a Clubcard and loyalty to store. It was also found that there was a positive moderate kin in the midst of the Clubcard returns and customer loyalty, with r ¼ 0:334, p ¼ 0:01.



The research, however, found no relationship between loyalty and customers feeling more valued by Tesco, nor did the research reveal a signi?cant relationship between Tesco staff and customer loyalty. Research limitations/implications The research is restricted in so far as it only considers Tesco Clubcard in the marketplace retail sector and as it is an exploratory study the research is limited in so far as the snatch of participants is only 60. A further limitation surrounds the issue of generalisability as only one Tesco retail outlet in Dundee was used. and research selects to include other Tesco formats and contrast with market retailers who do not use loyalty cards. Practical implications It is suggested that Tesco consumers are in?uenced by having a loyalty card in so far as it contributes to making them loyal. However, other factors need to compliment such...If you want to get a full essay, piece it on our website: Ordercustompaper.com



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