Field of Research: Based on market leaders in UK supermarket and book retailing sector, Tesco and Waterstones resides in dominating and competitive positions. Moreover, Tesco and Waterstones both stores operate with customer loyalty program in form of card. The field of research emphasized that customer choice and decision-making should be investigated over comparing two loyalty programs. The dissertation aims to provide detailed outcomes related to comparison and contrast about customer loyalty programs that Tesco and Waterstones offer to customers. Loyalty and efficacy theory can be utilized for determining the comparison between two selected loyalty programs in this agenda.
Secondary Data: Significant level of secondary data existed in https://www.researchgate.net/profile/David_Woisetschlaeger/publication/216429493_Consequences_of_customer_loyalty_to_the_loyalty_program_and_to_the_company/links/00b7d526a543b88456000000.pdf where loyalty program impact and consequences are discussed. Furthermore, in this PDF, https://brage.bibsys.no/xmlui/bitstream/handle/11250/2392198/Dorotic_ML%202015.pdf?sequence=1 future research scope and agenda is discussed about retailing organizations.
Research Question: Based on the agenda, the study required to analyse comparison and contrasting factors between Tesco Clubcard and the Waterstones Card; the research question is: RQ1: What are the major comparison aspects between Tesco Clubcard and the Waterstones Card? RQ2: Does Tesco Clubcard provide better customer satisfaction? Dependent Variable: Customer Satisfaction and Independent Variable: Benefits of Tesco Clubcard RQ3: Does Waterstones Card provide better customer satisfaction? Dependent Variable: Customer Satisfaction and Independent Variable: Benefits of Waterstones Card
Search Terms: Loyalty programs; Efficacy theory; Tesco loyalty program; Waterstones loyalty program; company loyalty; preference; intention; behavioural consequences; customer relationship management; performance assessment; partnership loyalty program
Reference List:
Bijmolt, T. H., & Verhoef, P. C. (2017) stated about current findings about loyalty benefits and major advantages in purchasing.
Dorotic, M., Bijmolt, T. H., & Verhoef, P. C. (2012). Loyalty programmes: Current knowledge and research directions. International Journal of Management Reviews, 14(3), 217-237.
Bijmolt, T. H., & Verhoef, P. C. (2017). Loyalty Programs: Current Insights, Research Challenges, and Emerging Trends. In Handbook of Marketing Decision Models (pp. 143-165). Springer, Cham.
Ramanathan, U., Subramanian, N., Yu, W., & Vijaygopal, R. (2017). Impact of customer loyalty and service operations on customer behaviour and firm performance: empirical evidence from UK retail sector. Production Planning & Control, 28(6-8), 478-488.
