Building long-term customer relationship by developing loyalty program in a creative way : case company: Debis
Kolganova, Valeriia (2018)
Kolganova, Valeriia
2018
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021112321266
https://urn.fi/URN:NBN:fi:amk-2021112321266
Tiivistelmä
The aim of the study was to implement a customer loyalty program in a creative way for the case company. Customers are the main financial asset for companies, and customer retention costs less than acquiring new clients. The combination of the theory part, the customer investigation outcomes, and analysis results became the basis for the creative concept of the customer loyalty program.
The thesis consists of the theory and empirical parts. The theory part examined the previous studies on the customer loyalty phenomena, customer satisfaction, trust, and commitment. The value-oriented approach to building business relationships was discussed. The empirical part was based on the mixed method of data gathering and analyzing. The customer survey was organized online, and specific customer needs, experiences, and ideas were gathered.
The study results show that emotions are the most important part of building a long-term relationship and making creative ideas work. The case company can increase the profit from the existing loyal customers by integrating a creative loyalty program.
The thesis consists of the theory and empirical parts. The theory part examined the previous studies on the customer loyalty phenomena, customer satisfaction, trust, and commitment. The value-oriented approach to building business relationships was discussed. The empirical part was based on the mixed method of data gathering and analyzing. The customer survey was organized online, and specific customer needs, experiences, and ideas were gathered.
The study results show that emotions are the most important part of building a long-term relationship and making creative ideas work. The case company can increase the profit from the existing loyal customers by integrating a creative loyalty program.