loyalty card and customer loyalty: case study of Tesco in UK (Aldershot location)

Loyalty programs like customer loyalty cards of Tesco aim at increasing the brand loyalty of the customers. This brand loyalty is expected to enhance the brand equity of Tesco. The loyalty cards also aim at increasing the revenues in the short and long run by giving incentives to the customers to make more purchases and repeat purchases at the stores of the retailers offering the cards (Sharp, Byron and Anne Sharp 1997).