Assignment

1945 words - 8 pages

Introduction
Customer loyalty according to Loyalty Research Centre (2014) “can be defined as customers continuing to believe that one organisation’s product/service offer remains the best option. It meets their value purchasing decision”. Consumer Loyalty (2014) breaks this definition down to its simplest form by stating, “Consumer loyalty is all about attracting the right customers, getting them to buy, buy often, buy higher quantities and bring even more customers”. They go on to list five ways in which loyalty can be built (see figure 1). However this paper looks to exemplify the benefits that learning theory presents when improving customer loyalty with particular emphasis on behavioural learning and cognitive learning.

Figure 1 - Building Loyalty – Consumer Loyalty (2014)
Learning Theory
There are several theories that aim to provide an understanding of the process that is taken when learning. Solomon, Bamossy, Askegarard and Hogg (2013) provide a definition of learning which reads, “Learning refers to a relatively permanent change in behaviour which comes with experience”. This paper therefore explores the two most commonly used learning theories that have been built around this framework.
Behavioural Learning
Behavioural Learning can be classified as an umbrella of theories that “assume that learning takes place as the result of responses to external events” (Solomon, Bamossy, Askegarard and Hogg, 2013). A definition provided by Owen (2014) reads “a process in which experience with the environment leads to a relatively permanent change in behaviour or the potential for a change in behaviour” forms an understanding of this umbrella term that has been built through the work of “Pavlov, Thorndike and B.F.Skinner” (Bailey, 2014). According to Owen (2014) there are three ways behavioural learning can be approached; classical conditioning, operant conditioning or vicarious conditioning. When looking to improve customer loyalty behavioural learning can be utilized through the use of the operant conditioning approach.
This approach is structured around B.F. Skinner’s framework which states “Behaviour which is reinforced tends to be repeated” (McLeod, 2014). Thus meaning ‘good’ actions result in positive reinforcement. Competitors in the supermarket sector (Waitrose, Sainsbury’s and Tesco) are making use of this in the form of ‘loyalty card’. This marketing strategy means customers are receive a reward that takes the form of a points scheme where the customer is rewarded when making a purchase, with the size depending on the quantity of items purchased and the amount spent. Thus providing an incentive for the customer to return. However according to Allpsych (2014) there is a
limitation to the implementation of operant conditioning, “the reward does not often make up for the added negative result”. When applied to the supermarket sector this can be understood to mean as a result of the wide spread use of loyalty card schemes the customer is...

Find Another Essay On Assignment

Assignment 1

1183 words - 5 pages ASSIGNMENT 1 LANGUAGE RELATED TASKSNAME: SAPNA DILEESHDATE : 5TH APRIL 2014Part 1: GrammarHe's just gone out (Pre-intermediate)a). Analysis of Meaning:He was here, but left a short time ago.Just - short time ago (Murphy Raymond, English Grammar in Use, Intermediate, Cambridge University Press, 2003)b). Conveying Meaning:My husband left his office 10 minutes ago. I called his office now. His secretary said, "He's just gone out."c). Checking...

assignment

611 words - 2 pages Case Study: Chapter 7Ranjit SinghMG615-144 - Managing in the Global EnvironmentProfessor Michael Altamirano3/8/14The Nokia-Microsoft Alliance in the Global Smartphone Industry.1. Do a swot analysis of the nokia-microsoft strategic alliance in the global mobile phone industry?The Nokia-Microsoft analysis has benefited from Microsoft software expertise. Microsoft has its name and brand well established in the cell phone industry. Nokia as well is a...

assignment

1728 words - 7 pages Case Study: Chapter 2Case study: Nike's CSR Challenge1. Discuss the challenges regarding corporate social responsibility that companies in the apparel industry face in its supply chains around the world?A corporation's supply chain may be defined as the series of companies including suppliers, customers and logistics providers that work together to deliver a value package of goods and services to the end customer (Simchi-Levi et al., 2002)....

assignment

743 words - 3 pages Group:Nguyễn Thị Minh HuyềnĐỗ Thị Hoài ThươngTrần Thuý VânTăng Thị ThuNguyễn Thị PhượngOUTLINE OF RESEARCHTopic : MethodologyTitle: Common errors made by students in photographs part 1 in Toeic Listening TestResearch questions- What are the common errors that students often make?- What are the reasons why these errors are made?Instruments-...

assignment - 877 words

877 words - 4 pages LESSON PLANGENERAL INFORMATIONEducational Institution :"SAN JOSE DE NAZARETH" - TACNAArea : ENGLISHGrade : 1st grade secondaryDate : February 17TH , 2012Duration : 35 minutesTeacher : Jessica Lazo Nieto.Cross transversal topic : Summer daysGENERAL CAPABILITIESCreative thinkingCritical thinkingCAPABILITY OF THE AREAOral expression and comprehensionText comprehensionWritten productionEXPECTED OUTCOMEStudents will be able to describe past actions...

assignment - 1965 words

1965 words - 8 pages The students I have chosen are from the elementary level course. These two women (whose real names were omitted), were interviewed about their educational background as well as about their needs to improve their English skills. I named these students as Ana and Bruna. They have been observed along the period from September 26th to October 10th.Ana's backgroundAna is a 35-year-old Brazilian woman who didn't attend college and at the moment works...

Assignment

1109 words - 4 pages Week 4: Coaching Summary ReportLDR6120: Developing Bench StrengthSubmitted byPrapatsorn RatanasaitPresented toProf. John EllsworthJuly 27, 2014College of Professional StudiesNortheastern UniversityNowadays, coaching is a very important skill for leaders of the future. To build many great leaders, we need great coaching as well. Coaching can represent in many roles whether boss and employee, parent and child, teacher and student, or some other...

Assignment

5378 words - 22 pages ContentsTITLE AND BACKGROUND 1PRELIMINARY REVIEW OF LITERATURE 2DEFINITION OF TQM 2THE CONCEPTS AND CORE PRINCIPLES OF TQM 3CUSTOMER SATISFACTION AS THE MAIN OBJECTIVE OF TQM 4TQM SUSTAINABILITY 6TQM SUCCESS AND FAILURE 6CUSTOMER FOCUS IN TQM 7RESEARCH QUESTIONS AND OBJECTIVES 8Research Questions 8Research Objectives 9RESEARCH PLAN 10Perspective 10Research Design and Data Collection Methods 11PRIMARY DATA 11SECONDARY DATA 12Sampling 12Validity...

Education Assignment Review

678 words - 3 pages How has the role of teachers changed, what factors have entered into the changing role of teachers. That is the topic of this lesson. To complete this lesson you will: write a review of a journal article. THE 21st CENTURY LIBRARIAN The classroom teacher is not the only professional in the school whose role is changing. Look at this video to see how the school librarian's role has changed in the modern school. The 21st Century...

Cultural Industries – Theory Assignment

648 words - 3 pages Cultural Industries – Theory Assignment The dominant traditions have an important role to many economies in terms of assessing change and continuity that involves the growth of prosperity and employment in the cultural industries. The process to determine the best solution may be complicated and tiresome as controversy surrounds these traditions. Profit generating and control may be the main reasons of these approaches, but they also carry...

Supply and Demand Assignment

507 words - 2 pages Supply and Demand Assignment• Visit http://www.bized.co.uk/learn/economics/markets/mechanism/interactive/part1.htm and read the material posted about supply and demand. Explore the concepts of supply and demand by using the interactive features on the graphs. Use the questions following the diagrams to guide your exploration. Visit parts 1, 2, & 3 of the Web site.• Fill in the matrix and answer the questions in Appendix C. Describe...

Similar Essays

Assignment 731 Words

731 words - 3 pages HONG KONG INSTITUTE OF VOCATIONAL EDUCATIONHIGHER DIPLOMA IN LEGAL AND ADMINISTRATIVE STUDIESADVOCACYCourt Visit ReportNB:Students shall attend a "chambers hearing" and complete a report of such visit.The report and this cover sheet must be handed in to the Department of Business Administration by 4:00 p.m. on Monday, 22 April 2013. Marks will be deducted for late submission.Write your name, student number, course code and class number on this...

Kava Assignment

859 words - 3 pages Untitled Due to the current economic situation, I felt like my dream of having a college degree, steady income, perfect life-partner, and house broken dog would be all but impossible to reach within the next few years. Thankfully, all paths of destiny got a jumpstart when "Project eXcellence" hired me as a strategic analyst. My first assignment was to "take the bull by the horns" and implement our company's...

Marketing Assignment

1751 words - 7 pages Marketing Assignment 2This assignment will be ground on description of the potential critical success factors when entering in an international market. The issues in the context of artistry in international market and will go ahead to justify why the critical success factors must be assessed and understood before it must be approved.To be more competitive in the market, there are some modes of entry into a foreign market that the company must put...

Poetry Assignment

2319 words - 9 pages Poetry Assignment In this assignment I will gracefully compare and contrast two short poems. In my selection for the poems, I kept in mind that the two poems needed to have something in common metaphorically or thematically. After many hours of browsing I came upon two poems that contained an ultimately strange connection metaphorically and in content. Interestingly, the two also had numerous differences. The first poem I encountered was "The...