Bonus, engagemang och känslor : En studie om hur lojalitetsprogram kan främja kundlojalitet

Sammanfattning: The purpose of this study is to analyze how customer oriented businesses can use loyalty programs to create loyalty and how loyalty can be increased. We have in this study chosen to refer loyalty program to the loyalty program that belong to the company Jula AB. Our study is written in a qualitative method. In our method, we chose to interview people in Jula organization to get a business perspective to our study. We have also chosen to assemble a focus group of Jula-club members to also get a customer perspective on the subject. When the study is conducted with qualitative research it becomes difficult to formulate our conclusions briefly here. We therefore refer to chapter five in the study for deeper reading. The trends we can see are that loyalty programs can create customer loyalty through a combination of activities that affect customer behavior and attitudes.