Neuroscience as a Tool to Increase Customer Loyalty
Lundqvist, Roosa (2020)
Lundqvist, Roosa
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121027378
https://urn.fi/URN:NBN:fi:amk-2020121027378
Tiivistelmä
This thesis aimed to explain and observe how neuroscience could be used in order to improve customer loyalty. To answer the research questions, the research focused on observing customers, employees and the customer loyalty program in store to find out the connection between Company X’s customer loyalty program and the Neuromarketing Method. After this it was also analyzed how neuroscience could be used in order to improve the customer loyalty program. The results showed that the connection between the Neuromarketing Method and the customer loyalty program were somewhat poor, which left a lot of space for improvement. Neuroscience could easily be used in the improvement of the customer loyalty program by e.g. focusing on the factors that did not support the Neuromarketing Method. As a conclusion, neuroscience is a very useful tool when a company needs more loyal customers or wants to improve the loyalty of its customers. The brain might be structurally complicated, but its functions are rather simple and therefore it is easy to have an influence in customers’ loyalty. Hence, this is why companies, big and small, can benefit from the knowledge of neuroscience.