Entrepreneurial Prospects in Loyalty Marketing: Real-world Grocery Retailers’ Market Survey & Conceptual Case Study

Abstract

Nowadays, loyalty programs and respective marketing practices are increasingly pursued by companies in order to achieve and enhance customer loyalty. Loyal customers are a key business success factor, especially in eras of financial recession, which can severely affect the performance of firms and even challenge their market survival. To that effect, the great Greek economic recession that inaugurated in 2008 had a major impact on grocery retailers. Specifically, the domestic supermarkets had been unable to maintain their sales in sustainable levels and keep their customers engaged. A possible solution could have been a loyalty marketing services' provider which would assist corporations in gaining insight about their customers, current and prospective ones. Therefore, this study provides a review of the marketing and grocery sectors in Greece shortly after the beginning of the great economic recession in the country, and further aims in analysing the market, operational and financial feasibility of a conceptual a loyalty marketing agency called CuSight, tailored to the needs of the domestic grocery retailers. The study findings indicate that a loyalty marketing services' provider like CuSight could have been feasible, relying upon market acceptance.

Sustenance: Determining the Factors for Prediction and Prediction of the Customers Willing to Wait to Shop Grocery

“…A customer's patience to wait during the delay in the opening of the store indicates that the customer is satisfied and those customers who are not prepared to wait doesn't mean they will not be loyal to in future, through quality and sustainability they might also become loyal in future. Having loyal customers is the base for a successful business, more importantly during the financial recession, which can adversely affect the performance of a business or might threaten the existence of a business [7]. Customer satisfaction is a "Golden egg laying Duck", they must be cared and maintained like an asset of the grocery store.…”

Σχεδιασμός Και Διαχείριση Βιώσιμων Εφοδιαστικών Αλυσίδων Για Τον Αγροδιατροφικό Τομέα

“…-151 -ΚΕΦΑΛΑΙΟ 4 Πίνακας 4.6: Συγκριτική αξιολόγηση της υπό μελέτη περίπτωσης με βάση τις βέλτιστες πρακτικές βιωσιμότητας και τη σχετική βιβλιογραφία -Στάδιο βιομηχανικής μεταποίησης/ παρασκευής. -157 -ΚΕΦΑΛΑΙΟ 4 Tsolakis, 2014a;Tsolakis, 2014b), ενός διεθνούς συνεδρίου με κρίση περίληψης και ενός διεθνούς επιστημονικού περιοδικού με κριτές (Tsolakis, 2015). (Bernstad Saraiva Schott and Andersson, 2015).…”

“…Η αντιμετώπιση της επισιτιστικής ασφάλειας και της βιωσιμότητας μέσα σε ένα πλαίσιο αγροδιατροφικής αλυσίδας εφοδιασμού (Defra, 2006;Marucheck et al, 2011;Thirumalai and Sinha, 2011) είναι ζωτικής σημασίας για τη διασφάλιση της εμπιστοσύνης των καταναλωτών και για την ασφάλεια των αγροτικών προϊόντων διατροφής (Lee, 2004a;Unnevehr, 2000). (Keramydas et al, 2013b;Keramydas et al, 2014b;Vlachos et al, 2013a;2014a), δύο διεθνών συνεδρίων με κρίση περίληψης (Tsolakis, Keramydas and Vlachos, 2015;Vlachos et al, 2014b), ενός θερινού κύκλου μαθημάτων με κρίση εργασίας (Vlachos et al, 2013b), και ενός διεθνούς επιστημονικού περιοδικού με κρίση εργασίας (Keramydas et al, 2014a). (Parr, 2009).…”