Date of Defense

Spring 4-12-2001

Department

Marketing

First Advisor

Frank Gambino, Marketing

Second Advisor

Ann Veeck, Marketing

Abstract

Food retailers are facing competition from other chains and other channels, taking away a retailer's ever shrinking share of stomach. Retailers must learn about the food customer in order to retain them and earn profits. After learning about their customers, retailers need to use the information to develop loyalty with the customer. One of the latest occurrences within the food industry is the development of loyalty card programs at the retail level. Through researching average customer habits, current loyalty findings and a successful loyalty program, the author develops a loyalty program that combines the best aspects of the research.

Access Setting

Honors Thesis-Campus Only

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