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Investigating factors that can have an impact on customer loyalty: an empirical study of IKEA
University of Gävle, Faculty of Education and Business Studies, Department of Business and Economic Studies.
2010 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

 

Title: Investigating factors that can have an impact on customer loyalty -an empirical study of IKEA  

 

Level: thesis for Bachelor Degree in Business Administration

 

Author: Nana Wei 8502202-T141

 

Supervisor: Dr. Aihie Osarenkhoe

 

Date: 2010 – May

 

Aim: The aim of this thesis is to investigate which factors will have impact on customer’ loyalty strategy. And in this study, both markets of China and Sweden will be discussed. Therefore, the focus of this thesis is on the international companies.

 

Method: As the purposes of this thesis are descriptive and explanatory, the method used in this thesis is the qualitative method. Interview method is used in the thesis to collect data and information. Besides that, case study method is used in the thesis to analyze the data and information.

 

Findings: when considering how to retain customer loyalty, service quality, communication, advertisements is important for companies. Moreover, trust and commitment are also important for companies. Besides that, there are some differences between Chinese and Swedish markets, such as different attitude towards customer classifying method, and the different reasons of implementing customer loyalty strategy. Finally, some problems of customer loyalty strategy are studied.

 

Contribution: This research is about customer loyalty strategy and the focus of it is the comparison of Chinese and Swedish markets. Therefore, this thesis helps to better understand customer loyalty strategy in different markets. 

 

Key words: customer loyalty, customer classifying, trust, commitment, communication

Place, publisher, year, edition, pages
2010. , p. 44
Keywords [en]
customer loyalty, customer classifying, trust, commitment, communication
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hig:diva-7579Archive number: E3BA: DiVA 118/2010OAI: oai:DiVA.org:hig-7579DiVA, id: diva2:351265
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-11-12 Created: 2010-09-13 Last updated: 2010-11-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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