Enhancing Services to Develop an Effective Loyalty Program for IKANO Financial Services

Shah, Rushabh (2011) Enhancing Services to Develop an Effective Loyalty Program for IKANO Financial Services. [Dissertation (University of Nottingham only)] (Unpublished)

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The purpose of this project is to investigate loyalty market in the UK, to give IKANO Financial Services an understanding of their current position compared to competitors and to enhance IKANO‟s loyalty program services to gain a competitive edge in the market.

Based upon literature review, new versions of competitor analysis and service analysis have been developed. The competitor analysis model helps in understanding what type of loyalty services are offered by Loyalty providers in the UK and gives a snapshot of IKANO‟s current position in the market. The service analysis model gives a snapshot of all the services that IKANO offers at present. It breaks down the services into different levels which can be further analysed to define a Unique Selling Point and gain a competitive edge in the market.

Competitor analysis showed that IKANO lags behind the loyalty market and the major players in the UK majorly because the company does not provide key services like Real Time services and Mobile Apps services.

Service Analysis model effectively points out the services that are automated/standardized by IKANO at present and what are the areas which can be automated/standardized upto a certain extent to effectively use resources available.

Analysis of both the models collectively gives a picture of loyalty services in the UK and gives an idea of how IKANO can enhance their service offerings.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 10 Nov 2011 14:25
Last Modified: 28 Dec 2017 22:35
URI: https://eprints.nottingham.ac.uk/id/eprint/24898

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