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Více informací o knize Do we have Tesco loyalty?

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• Anotace
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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Do we have Tesco loyalty?
• Autor: Jason Turner
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 312
• EAN: 9783639357875
• ISBN: 3639357876
• ID: 06842732
• Nakladatelství: VDM Verlag
• Hmotnost: 458 g
• Rozměry: 229 × 152 × 18 mm
• Datum vydání: 29. May 2011

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