An investigation into customer loyalty and relationship marketing : case UK grocery retailing and telecommunication sectors

Boukhobza, T

Abstract

This research investigates customer loyalty and relationship marketing theories into two different commercial sectors in the UK, namely grocery retailing and telecommunication. The study is divided into two major parts. The first part examines consumer perceptions of customer loyalty schemes and explores the nature and extent of relationship development in the UK retail grocery sector. Aspects of the Interaction Approach, historically developed and confined to organisational contexts, were used as a conceptual framework for assessing the level of these relationships.

Citation

Boukhobza, T. An investigation into customer loyalty and relationship marketing : case UK grocery retailing and telecommunication sectors. (Thesis). University of Salford

• Thesis Type: Thesis
• Deposit Date: Jul 22, 2011
• Publicly Available Date: Jul 22, 2011
• Award Date: Jan 1, 2005