Effectiveness of loyalty programs in the apparel industry / Jennifer JOHN-NEWTON / 2018

Titre : Effectiveness of loyalty programs in the apparel industry Type de document : Mémoire Auteurs : Jennifer JOHN-NEWTON Année de publication : 2018 Importance : 37 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management FIDELISATION ; HABILLEMENT SECTEUR Résumé : This report provides an analysis of loyalty programs in the apparel industry. The purpose of this study is to examine the effectiveness of loyalty schemes. It will focus on two types of loyalty: behavioural and attitudinal loyalty. Behavioural loyalty is characterized by a high purchase frequency, purchase amount and purchase volume. On the other hand, attitudinal loyalty can be built through attitude, satisfaction, trust and commitment. The conceptual framework derives from previous research done by Garcia Gomez et al. (2006) with some added indicators and attributes. A quantitative research design is utilised for this study. This type of study enables to quantify data and to generalise the results from a sample to the population of interest. An online questionnaire survey was conducted to measure the impact of reward programs on behavioural and attitudinal loyalty. 30 individuals, who were interested in this topic, participated in this study. The results reveal that the effectiveness of loyalty programs is limited. Indeed, reward programs have a significant impact on attitudinal loyalty, but their influence is lower as far as behavioural loyalty is concerned. Further research needs to be conducted to analyse thoroughly the impact of different types of loyalty schemes in the apparel industry in several countries. Note de contenu : Bibliogr. p. 34-37 Programme : PGE-Rouen Spécialisation : Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=485083