Customer loyalty Tesco Case Study - Research Proposal Example

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Customer loyalty Tesco Case Study

Customer loyalty and advocacy are very relevant in a competitive economy so these issues are very helpful in understanding the purpose of any organisation and how any organisation can fulfil that purpose. In the case of Tesco the research study is quite relevant since it deals with a successful organisation that has achieved a remarkable competitive advantage after the launch of its customer loyalty card (Clubcard) in 1995. At the same time it is very useful to study how the implementation of the management tool known as The Steering Wheel of Tesco has helped this organisation to keep its focus on the customer in order to deliver quality service on a consistent basis.Total quality management is the processes by which a business can improve its customer satisfaction, customer loyalty, competitiveness and profitability. Customer loyalty is essential to build relationships and this fact has been realized by Tesco who introduced the Club Loyalty Cards. A stable customer base is a core business asset, contends Rowley (2006) and relationship marketing has shifted the focus of the marketing exchange.Tesco is the first retailer to offer online grocery shopping and they have been able to leverage the benefits in the right manner. Through the internet customers are able to make faster and informed decisions as the internet has eliminated the trade-off between reach and the richness because it brings rich information to a great number of people both simultaneously and cost-effectively (Tse, 2007). ...Show more


The objective of the study "Customer loyalty Tesco Case Study" is to determine the customer expectation in the services industry with particular relevance to grocery retail sector. This would help the retailers to enhance their service offerings and improve the sector…
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