Increasing Customer Loyalty using Measures in the Post-Purchase-Stage

This bachelor thesis investigates the potential and impact of post-purchase measures on customer loyalty. The target group of the case brand IGNIUM is used as the target group of the investigation. For this purpose, a research question is set up, which is answered by means of a qualitative and a quantitative research method. The qualitative method is conducted in the form of expert interviews and is aimed at experts from the field of marketing and customer relationship management. Here, the potential of post-purchase measures and the nature and effect of post-purchase measures on customer loyalty will be investigated. The quantitative survey is sent to the target group via online survey. Here, the importance of post-purchase measures and the effect on customer loyalty are investigated. The results of both methods confirm the potential of post-purchase measures and their influence on customer loyalty