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Customer Loyalty Evaluation and Influence on Business Results based on the Company Manufacturing Construction Sets

ФИО студента: Uliana Lukyanova

Руководитель: Maria Tverdokhlebova

Кампус/факультет: Graduate School of Business

Программа: Management (Bachelor)

Оценка: 7

Год защиты: 2020

Today almost every company in the world has its own loyalty program, which promotes repeated purchases and maintains the flow of clients. The ultimate goal of this research is to develop practical recommendations for the improvement of LEGO loyalty programs in Russia. The research include data gathering, data analysis and an applied investigation. The investigation methods employed are a number of interviews with different types of buyers and a customer survey based on the insights of the interviews. Data in the core of recommendations is carried out by correlational and regression analysis. The research results are intended to help LEGO company to improve loyalty programs.

Full text (added June 2, 2020)

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