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En fältstudie av Vero Modas kunder med fokus på lojalitetsprogram
2004 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Bestseller was founded 1975 in Ringkøbing, Denmark by Troels Holch Povlsen. The formula was to sell fashionable clothes for a reasonable price to create value for the customers, a formula still valid today. From being a one store company, Bestseller continuously has grown into a successful company based in 25 countries worldwide and with a total staff of over 11 500 employees. However, the aim is not to grow rapidly but to build and maintain a strong brand in the countries where Bestseller is already established. Many companies are using loyalty programs today for creating and maintaining loyal customers. In retail, most loyalty programs include monetary benefits based on customers’ purchases. However, Vero Moda hopes to develop a loyalty program to differentiate themselves from competitors and to create something unique for the customers. In this research we have chosen to investigate if technical and functional quality together with service landscape has any influence on customers’ perceived total quality. Moreover, our aim is to see how these parts have any influence on the creation of relations between customers and a company. Depending on the strength of relations we hope to find an understanding of the phenomena customer loyalty, and our research in two Vero Moda stores aims to show the customers’ view of loyalty programs. Findings of this research shows that the quality dimensions together with service landscape have a great influence on the strength of relation between customer and the company. The research is based on a one day visit in the Vero Moda stores and we found a majority of the customers’ being interested in a Vero Moda loyalty program. Conclusions drawn from this is for Vero Moda to continue the development of a loyalty program with regards to the findings in this study.

Place, publisher, year, edition, pages
2004. , p. 51
Identifiers
URN: urn:nbn:se:kau:diva-51452Local ID: FEK C-117OAI: oai:DiVA.org:kau-51452DiVA, id: diva2:1099944
Subject / course
Business Administration
Available from: 2017-05-29 Created: 2017-05-29

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf