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Do we have Tesco loyalty?

Do we have Tesco loyalty?

 

Marketed By :  VDM Verlag Dr. Müller   Sold By :  Kamal Books International  
Delivery in :  10-12 Business Days

 
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  • Product Description
 

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.

Product Specifications
SKU :COC71046
Country of ManufactureIndia
Product BrandVDM Verlag Dr. Müller
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08
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