An empirical analysis of the customer loyalty management in Chinese retail supermarket: A case study of China Resource Vanguard or Wu Mart Group

Overview

This study analyses the influence of customer loyalty management in Chinese retail supermarket. The study objective is to identify the customer loyalty determinants in Chinese retail supermarket sector. The customer loyalty management will be operationalized through following dimensions- tangibility of loyalty cards, reliability of loyalty card management services, the responsiveness of loyalty card management services, assurance of loyalty card management services and staff empathy of loyalty card management services.

Research method

The descriptive case study research design will be adopted. Primary data will be collected from customers of China Resource Vanguard (or Wu Mart Group). Quantitative survey strategy will be adapted to gather the opinions of targeted population set.

Target population and sample

The target population of this study will be customers of China Resource Vanguard (or Wu Mart Group). They will be accessed through social media, and a convenience sampling strategy will be used to collect data from 100 customers.

Research instrument

A close-ended questionnaire with five-point Likert scale will be used, and an online link will be generated. The questionnaire will be self-administered in nature.

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