Note: Sample below may appear distorted but all corresponding word document files contain proper formattingExcerpt from essay:
The study will utilize random sampling technique at three different grocery locations. The researcher will administer the study to customers who are shopping at the store. The researcher will ask the customer questions about what influenced their decision to shop at that particular store that day.
Data Collection Method
The primary data collection method for the study will be quantitative. Quantitative study methods are most useful when the data can be transformed into t numerical data point. This study will compare the importance of the factors being examined through a Likert-type survey questionnaire. Study participants will fill out and return the study results immediately to the researcher onsite.
Contribution of Study
This study will contribute to a better understanding of the importance of customer loyalty cards to the decision to shop at a particular grocer. The study will help manager, policy makers, and other researchers better understand how to improve overall customer loyalty. It will play an important role in helping to develop customer loyalty programs that actually result in higher profits and greater market share. It will help managers and others to build brand equity that will provide a substantial customer base over a longer period.
Without this study, managers and others will continue to spend money on programs that may or may not work in retaining customer loyalty. An understanding of what customers want is an important factor in assuring that managers receive value for the money spent on these programs. This study will help to fill the gap discovered during the literature review regarding the factors that contribute to a successful customer loyalty program.
As one can see, managing customer relations involves many of the factors that are present in any marketing campaign. Just as with primary marketing, retaining customer loyalty means gaining a thorough understanding of customer wishes and needs. Customer loyalty is a highly competitive field and companies must make certain that their money is not wasted. This study will help retailers and others understand what drives customer decisions to return to a particular retail establishment and the role that customer loyalty cards play in that decision.
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