Loyalty cards in the apparel industry in Germany and Spain.

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Internationally operating apparel retailers are expanding throughout Europe (Noordhoff et al, 2004; Seock and Lin, 2011). To be able to cope with the fierce competition in the apparel retail industry, many retailers have implemented loyalty cards in order to keep current customers. Several retailers...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Janotta, Sarah-Mailin
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hamburg : Diplomica Verlag, 2014.
Temas:
Customer loyalty.
Clothing trade.
Consommateurs > Fidélité.
BUSINESS & ECONOMICS > Economics > General.
BUSINESS & ECONOMICS > Reference.
Clothing trade
Customer loyalty
Acceso en línea:Texto completo

MARC

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520 |a Internationally operating apparel retailers are expanding throughout Europe (Noordhoff et al, 2004; Seock and Lin, 2011). To be able to cope with the fierce competition in the apparel retail industry, many retailers have implemented loyalty cards in order to keep current customers. Several retailers have opted for a global marketing strategy which includes implementing loyalty cards with the same features in several countries (e.g. Hunkemöller, Promod, Esprit). This research is a comparative analysis of young adults, aged between 18 and 30, from a Northern European country (Germany) and a Sout. 
505 0 |a Loyalty cards in the apparel industry in Germany and Spain; Acknowledgements; Executive Summary; Tables of Contents; Index of Tables; Index of Figures; Abbreviations; 1. Introduction; 1.1. Introduction; 1.2. Preface; 1.3. Research aim and objectives; 1.4. Research problem; 1.5. Research questions; 1.6. Hypotheses; 1.7. Structure of the investigation; 2. Literature Review; 2.1. Introduction; 2.2. Background information; 2.2.1. Marketing stimuli: loyalty cards in Germany and Spain; 2.2.2. General consumer characteristics in Germany and Spain; 2.4. Theory of global marketing 
505 8 |a 2.4.1. Definition of global marketing2.4.2. Discussion; 2.5. Theory of consumer behaviour and external influences; 2.5.1. Definition and development of consumer behaviour; 2.5.2. Theoretical models of consumer behaviour; 2.5.3. Stimuli and characteristics affecting consumer behaviour; 2.6. Theory of customer loyalty in marketing management; 2.6.1. Consumer loyalty; 2.6.2. Loyalty programmes and consumer loyalty management; 2.6.3. Loyalty cards; 2.7. Research design and research tactics; 2.8. Conclusion of the literature review; 3. Research Methodology; 3.1. Introduction 
505 8 |a 3.2. Research objectives3.3. Research design and strategy; 3.4. Research tactics: Sources of data; 3.5. Questionnaire design; 3.5.1. Operationalisation of research variables; 3.5.2. Questionnaire development; 3.5.3. Pilot study and finalised version of the questionnaire; 3.6. Respondents and sampling procedure; 3.6.1. Target population; 3.6.2. Justification; 3.7. Data collection; 3.8. Problems and limitations; 3.9. Conclusion of methodology; 4. Research Findings and Data Analysis; 4.1. Introduction; 4.2. Sample composition; 4.3. Research findings and data analysis 
505 8 |a 4.3.1. General behaviour and attitude towards loyalty cards4.3.2. Preferences regarding loyalty card features; 4.3.3. Store loyalty towards favourite retail store; 5. Research discussions, conclusion and recommendations; 5.1. Introduction; 5.2. Analysis of store loyalty tendencies and success factors; 5.2.1. General behaviour and attitudes towards loyalty cards; 5.2.2. Preferences regarding loyalty card features; 5.2.3. Store loyalty towards favourite retail store; 5.3. Review theory used; 5.4. Recommendations for apparel retailers; 5.5. Recommendations for future research 
505 8 |a 6. References/Bibliography6.1. References; 6.2. Bibliography; 7. Appendix; 7.1. Questionnaire 
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650 0 |a Customer loyalty. 
650 0 |a Clothing trade. 
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650 7 |a BUSINESS & ECONOMICS  |x Reference.  |2 bisacsh 
650 7 |a Clothing trade  |2 fast 
650 7 |a Customer loyalty  |2 fast 
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