Abstract
In a context of globalization, companies need to be very competitive and to find the best way to be more and more attractive. In France and all over the world strategy marketing is nowadays a priority for companies according to Lefébure and Venture (2005). Brand loyalty programs are good examples of a marketing strategy used to seduce consumers in France. For example, with the subway (restaurant chain) Club card you will one sandwich free for buying eight of them.
This research aims to find solutions to help the marketing manager in solving problems concerning the marketing strategy and more precisely concerning the profitability of customer loyalty programs.
This essay will compose the problem statement of my research, then a preliminary research, a conceptual framework and my primary objective as well as my secondary objectives.
Do you have a loyalty card in your wallet? I am sure you will answer “yes” as a lot of people in France.
Indeed, nowadays, free trade agreements, globalization, trivialization of products, and volatility of the customers encourages companies to place customer in the heart of marketing and sales strategies. (Moisand, 2002)
