Factors impacting on customers’ loyalty in retail sector. Case study of Waitrose

Case Study from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.1, Cardiff Metropolitan University, language: English, abstract: The objectives of this study are: 1. To examine the impact of customer service on the customer loyalty in Waitrose store. 2. To analyse the role of corporate social responsibility in the selecting particular products among the customers of Waitrose. 3. To investigate the influence of the loyalty programs on the customers loyalty in Waitrose. Nowadays, when the competition is high and it's difficult to get through to the market, it's important to invest in relationship with customers. People, who are loyal to a particular brand, have high level of satisfaction, therefore world of mouth is important to gain more customers in the future. Waitrose is one of the largest grocery retailers in the United Kingdom. In 2011, the store introduced My Waitrose card- the type of loyalty scheme. This service enables customers to drink tea or coffee for free, discounts on specific products, free food magazine and access to other promotions in particular period. The store focus mainly on sales from quality, organic, free range products, what distinguishes it from other supermarkets. Within couple of years, Waitrose received many awards and acclaims e.g. Big Society Award and Best Loyalty Scheme.