A comparison of the efficacy of customer loyalty programmes: The Tesco Clubcard and the Waterstones Card.

The assignment must be divided into the following sections:
1) Introduction (500 words)
2)Literature review – background to the research (2500 words)(use 12 articles)
3)Research questions
4)Research methodology (2000 words)
-Methodology (needs to be qualitative)
-Specific approach
-Data analysis
-Assessment of strengths and weaknesses of methodology and method(s)
5)Conclusions – significance of the research (500 words)

The methodology must be qualitative in nature.
Please find attached a draft research proposal which must be used as a guideline.
Also find attached more guidelines for the structure and content required.

I would like to emphasize that the articles which are used must be empirical research, ie. using published management journals.

Things to keep in mind in the Literature review:
1.Ensures that you are not “reinventing the wheel”.
2.Gives credits to those who have laid the groundwork for your research.
3.Demonstrates your knowledge of the research problem.
4.Demonstrates your understanding of the theoretical and research issues related to your research question.
5.Shows your ability to critically evaluate relevant literature information.
6.Indicates your ability to integrate and synthesize the existing literature.
7.Provides new theoretical insights or develops a new model as the conceptual framework for your research.
8.Convinces your reader that your proposed research will make a significant and substantial contribution to the literature (i.e., resolving an important theoretical issue or filling a major gap in the literature).

These five sources MUST be used:

Clark, R. (1997) ‘Looking after business: linking existing customers to profitability’, Managing Service Quality, Vol. 7(3), pp.146-149.

Hart, C., Doherty, N. and Ellis-Chadwick, F. (2000) ‘Retailer adoption of the Internet – Implications for retail marketing’, European Journal of Marketing, Vol. 34(8), pp. 954-974.

Turner, J.J. and Wilson, K. (2006) ‘Grocery loyalty: Tesco Clubcard and its impact on loyalty’, British Food Journal, Vol. 108(11), pp.958-964.

Wright, C. and Sparks, L. (1999) ‘Loyalty saturation in retailing: Exploring the end of retail loyalty cards?’ International Journal of Retail & Distribution Management, Vol. 27(10), pp.429 – 440.

Hands Wade, D. (2009) ‘Economics, psychology and the history of consumer choice theory’

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