| Author | Kauranen, Saku Petteri |
| Call Number | AIT RSPR no. SM-01-56 |
| Subject(s) | Customer clubs
|
| Note | A research study submitted in partial fulfillment of the requirements for the degree of
Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-01-56 |
| Abstract | The purpose of this study was to find out, if regular customers get additional value as
members of the company's Club. The work aimed to find means that offer further
value to the club members and involve them in the club activities.
The material of the study was collected from the company's database. The subjects of
the study were picked up randomly from north part of the country. Questionnaires
were sent to 300 company's Club members, and 66 responses were received, so
response rate was 22%. The data was processed by SPSS 9. statistic program.
According to the results, club members are mainly satisfied with the club activities.
The findings indicated that nearly % of the club members are satisfied with
company's overall service level. However there is urgent need for more exact
segmentation to offer additional value to the club members.It can be stated that by
offering customer tailored benefits, the club members will engaged to the club. In the
future Internet and cellular phone should be considered as a direct marketing methods
when approaching club members. Service by e-mail and www-pages could offer
additional value to the customers and at the same time collect vital information on the
company's Club members. |
| Year | 2001 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-01-56 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Tocquer, Gerard; |
| Examination Committee(s) | Bechter, Clemens ;Sununta Siengthai ; |
| Scholarship Donor(s) | European Commission of the European Union
(PTS Program) ; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2001 |