University of Twente Student Theses


Creating customer loyalty in practice : a multiplecases approach

Hoekstra, H.A. (2017) Creating customer loyalty in practice : a multiplecases approach.

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Abstract:Customer loyalty is a subject of immerse relevance for both companies and researchers. Whereas there is already a lot of literature on this subject, it was still unknown which factors during a contact moment influence if a customer becomes loyal or not. It is important to know which factors during interactions influence loyalty, because this can be used by companies to make their customers more loyal. This research investigates which factors in the interaction between company and customer influence customer loyalty. A direct link with the quality of an interaction and customer loyalty can be found in the literature. However, the factors that influence if this contact moment contributes to loyalty were still unknown. For this research, customers of three different companies have been questioned to develop a general view on factors that influence customer loyalty during a contact moment. All three companies operate in different markets and have a different market form; however factors that influence loyalty seem to be consistent in all cases. Therefore this research provides a general view on factors that influence customer loyalty which can also be applied to other sectors. A multiple-cases approach has been used to see which factors influence customer loyalty. The results show that the following factors influence customer loyalty: • Customer friendliness • Face-to-face contact • Quickly solving problems of customers • Clarity in contact moment
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
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