Date of Graduation
2002
Document Type
Thesis
Degree Type
MS
Committee Chair
Robyn Blakeman
Abstract
This thesis explores the concept of loyalty marketing as a component of relationship marketing, by creating, building, and maintaining long-term relationships with customers to develop lifetime value and brand loyalty to one particular company or brand. The data highlights loyalty card programs implemented within the supermarket industry and evaluates those programs based on the variables of loyalty. The variables include trust, commitment, satisfaction, and value. The findings show documentation for or against the initial hypotheses, which involve factors affecting supermarket loyalty, such as convenience, price, and perceived brand value.
Recommended Citation
Brumley, Catherine Maria, "Creating loyalty in relationship marketing: A descriptive study of supermarket loyalty programs." (2002). Graduate Theses, Dissertations, and Problem Reports (ETD). 10621.
https://researchrepository.wvu.edu/etd/10621