The usage of loyalty schemes in direct selling for online shopping in UK

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ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends & family for support they provided and their belief in me as well as guidance they provided without which, I would have never been able to do this research.

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Date: _______________________

DECLARATION

I, (name of the author), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views and not essentially which are associated with university.

ABSTRACT

The major purpose of this dissertation was to examine the usage of loyalty schemes in direct selling for online shopping in UK. There was also a need to assess the various factors related to the implementing of promotional campaign to attract maximum customers. There were 30 participants who were selected as a sample size for the study. An interview was conducted with the help of open ended questions provided to 10 respondents. The responses were generated with the help of interview questions where each one of them answered all the questions in detail. All the respondents gave an answer based on their views and observations related to the usage of loyalty schemes by online shopping websites in UK. The questionnaire was also given to 20 respondents who answered each question in order to provide their views related to the usage of loyalty schemes offered by the online shopping websites. There was a main focus on Amazon.com.uk because it is considered as one of the top online shopping websites by the consumers. In the end, they provided a lot of important evidence which was very important in interpreting the overall results of the study. Therefore, these were the major issues related to research study that was discussed in detail.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

1.1 Overview of the topic1

1.2 Statement of the Problem2

1.3 Research Questions2

1.4 Significance of the Study3

CHAPTER 2: LITERATURE REVIEW4

2.1 Background of the concept of Loyalty Schemes4

2.2 The relationship between retailers and loyalty schemes5

2.3 The role of customers in loyalty schemes6

2.4 Prevalence of Customer Loyalty Programs7

2.5 The significance of Amazon loyalty Program9

2.6 Future of the Loyalty Program11

2.7 The Categories of Products used for Loyalty Schemes12

2.8 Customer's attitude towards Brand14

2.9 Characteristics of online shopping16

2.10 Online shopping versus in store Shopping16

CHAPTER 3: METHODOLOGY18

3.1 Overview of the Research Methods18

3.2 Qualitative Analysis18

3.3 Quantitative Analysis19

3.4 Theoretical model19

3.5 Research Hypothesis20

3.6 Sampling Size20

3.7 Instruments for Data Collection21

3.8 Limitations of the Study21

3.9 Validity and Reliability21

3.10 Ethical Concerns for the Research23

CHAPTER 4: DISCUSSION AND ANALYSIS24

4.1 Overview of the Results24

4.2 Responses generated from the Interviews25

4.3 Responses Generated from Questionnaires30

4.4 Overall Findings of Data Analysis36

CHAPTER 5: CONCLUSION37

5.1 Summary of the topic37

5.2 Limitations of the Study38

5.3 Recommendations for the study38

REFERENCES39

APPENDIX43

CHAPTER 1: INTRODUCTION

1.1 Overview of the topic

The development of the Store loyalty cards took place during the mid-1990s. There are most of the retailers who thought of building ...