Den moderna medlemmen: En studie om konsumentens roll i ett lojalitetsprogram

Sammanfattning: This study intends to increase the understanding of which loyalty that is created through a loyalty program in a modern society. The understanding is based on a case study of Coop's membership program. The study is conducted from both Coop's and the member's perspective. The research questions gives an insight into which strategies the program is built upon and how the members respond to these. Through the results, knowledge is gained about which loyal customer that is created. The empirical data is collected from a qualitative interview and focus groups. Empirical themes has been identified and analyzed in relation to Zygmunt Baumans theory of the liquid consumer society and earlier research within the loyalty field. This approach has generated a new understanding of the modern consumer's loyalty. As a result, three strategies for loyalty have been identified, which has resulted in an empirical finding that Coop has redefined the cooperative. Furthermore, the result shows that the member's response to this can be seen as paradoxical. It has generated a conclusion that a loyalty program is necessary today, but the program's objective to create a loyal customer is at the same time more complex and hard to achieve.