The aims of the book are to evaluate the antecedents which
influence loyalty to Tesco & Tesco Clubcard, contending that
customer loyalty is influenced by factors of both a social and
marketing nature. Using quantitative & qualitative research the
book concluded that: customer loyalty towards Tesco & Tesco
Clubcard was not 'social' in nature, it was premised on the
antecedents of happiness/satisfaction, trust & commitment with
grocery shopping viewed as a practical activity; the
characteristics of a Tesco customer most likely to be loyal was
someone who drove past other supermarkets to patronise a Tesco
store, had a family member employed or previously employed by
Tesco, preferred Tesco as a grocery retailer & would not switch
their current loyalty from Tesco, aged between 58 and 63; Tesco
customers exhibited spurious loyalty to Tesco and Tesco Clubcard,
loyal because of convenience & incentives. By convenience we
mean in terms of store location, accessibility & the lack of
effort required from respondents to access offers. This underlines
the peculiarities of Tesco as a grocery retailer in Dundee &
its dominant position in the market.
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