The Role of Loyalty Scheme In Selling Directly to the Customer Research Paper

The Role of Loyalty Scheme In Selling Directly to the Customer - Research Paper Example3. Identifying the other marketing tools that can be used as alternatives of loyalty schemes and comparing the effectiveness of them. Answers of the three major question questions are believably to meet the above mentioned objectives to a great extent. The entire research process including the search for literature and army of primary data exit be carried out keeping these three questions and objectives in mind. Literature retread Literature review leave alone be the backbone of this research. It impart be containing the theoretical aspects of the subject. The focus of this branch go away be on the main theories behind the emergence of loyalty programs. The literature regarding the history and reason of several of such programs allow for be properly identified and explained in this section. The section will likewise include the description regarding the authority in which consumer beha vior is influenced by the loyalty schemes. A preliminary record shows that the loyalty schemes check been very effective during the last two-three years especially during the period of recession (Marketing Clout, 2010). They have helped the organizations in retaining their key customers and thereby improving the brand equity. Over the past decade retail sedulousness in UK has become more competitive. Major players now, look for innovative strategies regarding relationship marketing for increasing their gross sales and maintaining the existing customer base (Stone, M. et al. 2003). Loyalty schemes are actually the result of intense competition among the retailers. This research will try to find out the theoretical aspect behind such outcomes. Furthermore, many reckon loyalty schemes as the tool of direct marketing or relationship marketing. Literature... Literature review will be the backbone of this research. It will be containing the theoretical aspects of the subject. The foc us of this section will be on the main theories behind the emergence of loyalty programs. The literature regarding the history and background of several of such programs will be properly identified and explained in this section. The section will also include the description regarding the way in which consumer behavior is influenced by the loyalty schemes. The author of the paper declares that the relationship between the brand two-baser and loyalty schemes will be explained in the literature review section. The data required regarding the literature will be collected from various second-string sources like books, journal articles and research papers that are lively in the past. Both physical and online libraries will be used for accessing these sources. Considering the nature of the data, qualitative analysis will be conducted. This research proposal is developed with the objective of providing a clear overview regarding the actual research that will be carried out very soon. Thr ee major research questions along with the objectives are properly be in this proposal. The literature searching process in the actual research will involve secondary research. Literatures regarding loyalty schemes and related aspects of marketing and branding will be mainly searched from various books and journals. Focus stem interview will be conducted for gathering the primary data.