Loyalty measurement in mass merchandising

Abstract

The following research has been done in the field of a CCS project during the fifth term of PGP Program at Indian Institute of Management of Bangalore. We have chosen to focus our study on the loyalty measurement by mass merchandisers and also how they can classify their loyal customers. To achieve our objectives we will follow a research approach that consists of identifying research proposals, reading and analysing scientific papers, building a conceptual framework, defining hypotheses and assumptions and then analysing empirical results. So, all the structure of this report will follow this methodology.