FöRFATTARE
Andersson, Carina; Öster, Kristina

DATUM
2000-01-19

INSTITUTION
Industriell ekonomi och samhällsvetenskap / Industriell marknadsföring

SAMMANFATTNING
Customer care is a term that has become increasingly important and one popular way to manage customer care is to start a customer club. To choose the right customer club concept there are several factors that companies should organize in the best way. The purpose of this thesis is to study the parts that together form a customer club concept and which customer club concepts companies can choose between. In a case study done on two Swedish companies that run customer clubs we came to the conclusion that the parts forming a customer club concept are the organization and planning of goals, target groups, benefits, financial concept, communication, service centre, database and integration of the customer club into the company. Companies can choose between three different concepts; a club with a card and without behavioural information, a club with a bonus card and behavioural information and a club with a bonus card, customer files and behavioural information. From the case study we draw further conclusions that the both companies investigated run successful customer clubs that are built up in similar ways.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/004--SE / NR 2000:004