The effectiveness of loyalty marketing programmed through real rewards trough customer relationship at Carrefour Subang Jaya / Dina Azua Ahmad Musa

Ahmad Musa, Dina Azua (2008) The effectiveness of loyalty marketing programmed through real rewards trough customer relationship at Carrefour Subang Jaya / Dina Azua Ahmad Musa. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

Abstract

The number one retailer in Europe and the second-largest retailer in the world is Carrefour. In Malaysia, Carrefour is a leading hypermarket chain selling a wide range of household grocery products ranging from frozen goods and fresh products to textiles, garments and shoes, as well as electrical goods such as home kitchen items and audio-visual appliances. Carrefour is widely recognized as a convenient one-stop shopping centre that caters to a mix of consumers from homemakers to students and working professionals. The company's biggest appeal to its consumers is its 100 percent refund policy that protects the consumer's rights against defective goods. Carrefour's lowest price guarantee is another attractive pull factor. A consumer is allowed to claim double the difference between Carrefour's price and its competitor's price should the latter price be found to be cheaper than Carrefour's. Such confidence in the quality of its service and commitment has rubbed off onto its consumers who flock to the hyper mart all week for the best buys. Furthermore, Carrefour has the belief in core values, which they already practice since their first step in Malaysia. Seven (7) core values attached to Carrefour that is, freedom, responsibility, sharing, respect, integrity, solidarity and progress. These values also act as a guideline for Carrefour and as a way to identify their customer. Carrefour Subang Jaya is the first Carrefour branch and it is also the main headquarters for all the branches. Carrefour already established since 1994 and the pioneer hypermarket in Malaysia. Currently Carrefour has 12 branches all over Malaysia and the latest stores will open soon in Kuantan Pahang. Apart from that, Carrefour also is one of the companies that hired disable people and treat them equal just like any other people.

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