Driving Lidl´s growth strategy through customer loyalty: organizational structure, customer service and the human factor in loyalty management

• Autor(a) principal: Castro, Francisco Xavier Oliveira Dias De Araújo e
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/137989
• topic: Marketing strategy; Competitive strategy; Lidl; Loyalty program; Retailing; Marketing plan; Customer service; Central service centre; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This report is part of the work project “Driving Lidl's Growth Strategy in Portugal through Customer Loyalty”, developed for the Strategic and Marketing Plan field lab. It evaluates how Lidl’s customer service and interactions with clients are affecting loyalty. Research suggests that the quality of relation ships between customers and an organization is determinant for repeat purchasing and retention. The findings from a focus group indicated that Lidl’s customer service is negatively influencing information, making clients turn to competitors to purchase certain goods. The main recommendation is the implementation of a Central Service Centre to manage loyalty and communicate with customers.