Data analysis

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In the light of these objectives, this study aims to examine the following questions: How the usages of loyalty schemes affect the UK retail industry? How customers perceive loyalty schemes? What are the attitudes of customers towards loyalty schemes? In what ways loyalty schemes influence customers buying decisions?

In order to present an effective discussion of the topic at hand, the study has been organized in this particular manner: Chapter one, as clearly seen was devoted to the introduction of the study wherein the following the rationale for choosing the topic, the purpose of the study, the objectives of the study and the research questions were discussed extensively. Also, a brief information about the UK retail industry, major players of the UK retail industry and existing loyalty schemes particularly loyalty cards was given in order to form a research background.

Chapter two was devoted to the methodology part of the study which consisted of brief discussion of main philosophies of research, research design, sampling methods, data collection methods and data analysis. Next, the third chapter presented the review of the literature on the subject wherein the following are included: (1) a definition of Customer Relationship Management, (2) Customer Loyalty, (3) Loyalty Schemes and (4) the revision of empirical schemes on loyalty schemes to provide the contextual framework for the research.

Chapter four consisted of the detailed explanation of the statistical analysis and the actual findings of the research. Chapter five presented discussion and evaluation of the results in the light of theories and other empirical researches. Finally, chapter six was devoted to the conclusion part which included the summary of the findings and direction for future researches. Chapter Two: Methodology This research made use of different methodologies to accomplish its main objective: to explore how supermarket loyalty cards effect UK consumers’ buying behaviour.

More specifically, it would focus on the following: (1) to critically review and evaluate the literature concerning relationship marketing, loyalty schemes and customer buying behaviour; (2) to identify the role of loyalty schemes in creating customer loyalty; (3) to investigate the attitudes of UK consumers’ towards supermarket loyalty cards and; (4) to examine whether their buying behaviour is affected by these loyalty cards.

This research is exploratory in nature. Therefore, both the quantitative and qualitative researches were performed in order to achieve the objectives of this particular research. Quantitative research focused on obtaining the descriptive data of the participants. On the other hand, qualitative research focused on discovering the attitudes of customers towards loyalty schemes and to understand whether these schemes influence their buying decisions.

Qualitative Research Qualitative data shall be used throughout the whole research. This type of research shall be used in order to be more experienced and opened up to the topic of customer relationship management in the retail industry of the United Kingdom. It would look into the effects of CRM programs on the loyalty of customers. This research shall focus on written documents including magazines, books, websites, memos, annual reports, and so on.

To augment, understand and better explain the statistics that will be gathered from the instrument, an investigative research of the importance of CRM, as made available in the internet, are compared vis-a-vis each other. This is because researchers who decide to utilize qualitative methods take on a subjectivist approach, suggesting that facts cannot be effectively comprehended by looking at them exclusively; they must be placed in context. It is critical that problems be considered as components of a complicated fabric or relationships, and such components may not be taken in isolation.

The primary edge of the comparative analysis employed in this study is that it is impartial and easy to comprehend as compared to interviews where a researcher’s manner and tone of questioning may greatly affect the answers of the respondent and where the respondent’s internal environment (i. e. mood, current thoughts or feelings, etc. ) can affect the way he/she answers the questions or the amount of information that can be gathered. Moreover, the comparative analysis used in this study lends itself to the use of a limited number of respondents, which are not required to participate actively in this mode of data procurement.

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