Customer Loyalty

Research Project Applied Business Methods (BAB-08) 2007/2008

Customer Loyalty

Contents

Section 1: Introduction 1

Section 2: Background Customer Loyalty 2

Section 3: The research question 3

Section 4: Student tasks 3

Section 5: Description of the data 4

Section 6: Layout and content of the research report 6

Section 7: Procedural issues 8

Some references 10

Section 1: Introduction

This document describes the background, objectives and procedures of the research project of Applied Business Methods (BAB08), 2007/2008. The theme for this year is to investigate customer loyalty. Customer loyalty is viewed as the strength of the relationship between an individual's relative attitude and repeat patronage. The relationship is seen as mediated by several factors. Cognitive, affective, and conative antecedents are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Several studies have shown that customer loyalty is related to organizational profitability, making customer loyalty of crucial importance.

This research project addresses key activities in quantitative empirical research, such as deepening the background of the problem definition; formulating hypotheses linking the relevant phenomena; stepwise analyzing these hypotheses using various statistical techniques and methods; and writing an attractive report about your findings. The project will be graded on the basis of the written case report. Below, we subsequently describe the background of the research project, the research question, the task description, the data description, layout and content of the research report, and finally some administrative details. The reference list at the end of this document contains background literature that is related to this research project.

Section 2: Background Customer Loyalty

It is told that the best customers are loyal ones. They cost less to serve, they are usually...