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Loyalty Program Development: the Role of Data on Consumer Behaviour

Student: Zavorina Yuliya

Supervisor: Elena V. Veretennik

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

This thesis presents a study for a food delivery service company in Moscow. In this research, main customer segments are identified, based on their demographic and psychographic attributes, attitudes towards food delivery services, preferred restaurants and purchase behaviour. The aim of this study is to develop recommendations for launching a loyalty program based on the knowledge gained from main customer segments. Primary data are collected by using semi-structured interviews and a questionnaire. Based on the information gained from the survey, factor and clustering analysis are conducted. In addition, in order to test the effect of loyalty program on customer behaviour, an experiment of launching a test version of a loyalty program is conducted. Key terms: customer profiles, food tech, loyalty program, relationship marketing, segmentation

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