---

The aims of the book are to evaluate the antecedents which influence loyalty to Tesco & Tesco Clubcard, contending that customer loyalty is influenced by factors of both a social and marketing nature. Using quantitative & qualitative research the book concluded that: customer loyalty towards Tesco & Tesco Clubcard was not social´ in nature, it was premised on the antecedents of happiness/satisfaction, trust & commitment with grocery shopping viewed as a practical activity; the characteristics of a Tesco customer most likely to be loyal was someone who drove past other supermarkets to patronise a Tesco store, had a family member employed or previously employed by Tesco, preferred Tesco as a grocery retailer & would not switch their current loyalty from Tesco, aged between 58 and 63; Tesco customers exhibited spurious loyalty to Tesco and Tesco Clubcard, loyal because of convenience & incentives. By convenience we mean in terms of store location, accessibility & the lack of effort required from respondents to access offers. This underlines the peculiarities of Tesco as a grocery retailer in Dundee & its dominant position in the market.

---

Jason J Turner is a Marketing Lecturer at the University of Abertay, Dundee, specialising in marketing research, consumer buying behaviour and customer loyalty in the retail sector. He has worked as an academic and consultant in the areas of loyalty programmes and the customer/client interface for over 10 years.

---