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När kundklubben tappar i lojalitet: En studie av MQ’s kundklubbmedlemmars bristande lojalitet
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesisAlternative title
When the customer club looses in loyalty : a study of MQ’s customer club members failing loyalty (English)
Abstract [en]

There is now a trend to move closer to the customer in the form of long-term and lasting relationships. The market today is characterized by growing competition with new players constantly arising. In order to gain competitive advantage with the increasingly challenging market, companies require to place the customer in the centre. Being close to the customer and engage in successful efforts to create customer loyalty has become a critical success factor in many businesses. Especially when the customers in today's market is becoming increasingly unfaithful and continuously looking for new companies with new product offerings. Many companies have now also realized the importance of trying to retain existing customers as it is more profitable than constantly trying to acquire new ones. In times of high competition a loyalty programme can be used to create customer loyalty. A type of loyalty programme is a customer club. By making use of customer clubs as loyalty programs, the company can achieve customer loyalty and differentiate their product offering. The motive behind most customer clubs is to create purchase fidelity. Many fashion companies face the challenge of working with customer care in a way that strengthens the company's relationship with their customers. If a fashion company's customer club is losing loyalty it may cause a serious problem for the company. The following problem is something that the clothing company MQ face today. We had therefore the task of undertaking to examine the underlying causes of MQ's lack of customer loyalty among members in the company’s customer club. The purpose of the paper was to examine and describe the important factors affecting the declining customer loyalty of MQ. By mapping and analyzing possible links between the various factors affecting the decrease in customer loyalty, we wanted to seek the underlying causes of the MQ's customer loss. In order to seek the underlying causes of the MQ's decreased customer loyalty a study on a sample of the company downgraded gold- and silvermembers in the customer club was carried out. The survey was carried out by telephone interviews in which a prestructured questionnaire served as input. We have also done interviews with key people in MQ. In our theoretic frame of references, we have used theories of Ralf Blomqvist et al. Magnus Söderlund, Philip Kotlas et al. and Stephan A. Butscher. We have also made use of two scientific articles on the impact of loyalty programs. On collecting the empirical data we quickly realized that the customer club average age of 38 years did not correspond well with MQ's target group of 20-40 years. The main reason for respondents decreasing purchases of MQ in 2008 was that the range is not appealing to them. We also found that MQ had updated concept and audience in recent years and that it may have contributed to a vague picture of the company among its customers. In conclusion, we have found that it is primarily the older customers who are no longer attracted by MQ's range. Decreased interest in the company as a fashion supplier has led to customer members not visiting MQ's stores often. It has led to reduced sales and downgraded customers in the customer club. Most of the respondents in the survey felt that they are not influenced by its membership of MQ's customer club. They do not choose MQ over other stores simply because of their membership in the company's customer club. Customer club members value mostly the economic benefits of membership.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2009.
Series
Kandidatuppsats
Keywords [en]
mq, customer club, customer loyalty, customer proximity, customer relationship, value adding
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-19614Local ID: 2320/5574OAI: oai:DiVA.org:hb-19614DiVA, id: diva2:1311548
Note
Program: TextilekonomutbildningenAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
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Citation style
  • apa
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