Samenvatting

Take Note! Student Advertising is a start-up company operating under the trading name Urban Tribe. It is a student discount, providing students with both national and local deals in different cities around the UK. They are currently located in eleven cities around England and looking to expand to the whole of the UK by September 2012. Urban Tribe has been working on increasing their number of sign-ups to the website in recent months, but are currently lacking the number of returns to the website on a regular basis. This report will therefore be investigating the different ways in which UT can help to increase customer loyalty. The following central message has been set up: 'What are the dominant factors that influence customer loyalty?'
In order to answer this question I used triangulation through observation, interviews and questionnaires. Research has shown that Urban Tribe's image and identity are relatively positive for the company as whole, for this reason they do not need to worry about looking to improve their CI at this present moment in time. Furthermore, in order to reach the students as effectively as possible, it is important to provide them with as much information about the company in the shortest time period. In order to maintain the constant interest of their target audience, UT needs to try to stay ahead of its competition by providing students with better
deals than they could get from anywhere else. The fact that UT offers local deals as well as national deals already gives them a great advantage in this category. Results have further shown that when providing students with the right amount of information, free giveaways and the non-spamming policy of the company, they will be much more interested in getting to know and signing up to the company. UT currently has a relatively strong position when it comes to being compared to its competitors (Figure 9) however it is
currently lacking the number of students actually signing up to the website and returning to it. In order to solve this problem UT could look to organise more competitions and interactivity between itself and its users through the various social media platforms. Through interacting with the students on a regular and constant basis the target audience will feel more involved with the company motivating them increasingly return to the website. The focus group and questionnaires have also revealed that by emailing users once a month
about UT's latest and most popular deals, it would not be too invasive and could motivate them to return to the website. Moreover, by using increased Facebook integration and organising more voucher giveaways on a more regular basis, UT can help to escalate
customer interest as well as gaining their trust through constantly interacting with them. Once UT has gained the trust of enough students, they can start relying on word-of-mouth to
promote their company further.