Kundeklubber: Vejen til kundens hjerte?

Bjørn Ejersbo Roesen

Studenteropgave: Kandidatafhandlinger

Abstrakt

This master’s thesis explores the means of which companies successfully create a loyalty building and profitable customer club. By combining research of Danish customer club’s experiences in achieving this goal, and research of the consumer’s view on customer clubs it becomes evident that different means applies for different types of customer clubs. To investigate this issue I turn Stephan A. Butscher and Bent Svaholmer’s theories on how to make a customer club a success. The theory chapter leads to the fact, that there basically are four different types of customer clubs, depending on whether the club is closed or open, and depending on the consumer’s emotional ties to the company and the products of the company, whether the product is a high- or low-involvement product. In this way it becomes possible to find characteristics and specific means to achieve the goals for different kinds of customer clubs. The thesis investigates the elements that help in creating a loyalty building and profitable customer club from a company’s view as well as from a consumer’s view. Thus, the analysis is based on a qualitative company investigation of twelve Danish customer clubs, and both a quantitative and a qualitative consumer investigation of respectively 160 and 10 consumers. On the back of a theoretical approach, the investigations primarily focus on club goals, club benefits and the communication between customer clubs and the members. The findings of the research show that, in order to create a loyalty building and profitable customer club, both hard and soft benefits are necessary. Where hard benefits, especially discounts, special offers and bonus programmes, function as incentive to attract new members, soft benefits, especially VIP status and events, provide the value addition that create real loyalty. As regards the communication between customer clubs and the members, the research indicates, that only through targeted and relevant communication real loyalty can be created. Also, the communication must be exclusive for club members, it must call on activation, additional sale/cross-selling and ensure that the overall goal of the customer club is achieved. It is concluded that customer clubs are successful, however the clubs should not be seen as a way to make the customers more loyal as much as a way to make the company more profitable.

UddannelserCand.ling.merc Erhvervssprog og International Erhvervskommunikation (Interkulturel Marketing), (Kandidatuddannelse) Afsluttende afhandling
SprogDansk
Udgivelsesdato2010
Antal sider101