A Study on Loyalty Program toward Tesco Clubcard in
Tesco Store (Malaysia) Sdn Bhd, Mutiara Damansara, Petaling Jaya.
Objective
1. Analyze the behavioral and affective loyalty of Tesco’s customers in order to establish loyalty program towards Tesco Clubcard.
2. Analyzing the influence of Tesco Clubcard on customers’ loyalty.
Theoretical Framework
Behavioral dimension – refers to purchase behavior repeated over the time.
Affective dimension – refers to emotional bonds of one individual toward something.
Hypothesis:
Behavioral Loyalty
H1: Cardholders in Tesco Clubcard show a greater behavioral loyalty to the Tesco than non cardholders.
H2: Cardholders in Tesco Clubcard show a less behavioral loyalty to the Tesco than non cardholders.
Affective Loyalty
H3: Cardholders in Tesco Clubcard show a more positive attitude to the Tesco than non cardholders.
H4: Cardholders in Tesco Clubcard show a greater level of satisfaction within Tesco than non cardholders.
H5: Cardholders in Tesco Clubcard show a higher trust in the Tesco than non cardholders.
H6: Cardholders in Tesco Clubcard show a greater commitment to the Tesco than non cardholders.
Influence of Tesco Cardclub on behavior change
H7: Cardholders in Tesco Clubcard does not cause a change in most consumers.
Method
Questionnaire (100 samples)
- Comparing behavioral & affective loyalty of cardholders & non cardholders Tesco Clubcard scheme.
-----------------------
Objective
Theoretical Framework
Questionnaire
Behavioral Loyalty
- Purchase behavior in the retailer.
- Purchasing behavior in competitor retailer.
Affective Loyalty
- Trust (retailer & ...