An examination of factors leading to abating customer loyalty towards magazine subscriptions

Inhaltsverzeichnis (Table of Contents)

• Abstract
• 1 Introduction
• 2 Aims and Objectives
• 3.1 Customer Loyalty
• 3.2 Customer Retention
• 3.3 Consolidation of Theories
• 3.4 Previous Related Studies
• 4 Literature Review
• 5 Research Methodology
• 4.1 Research Philosophy
• 4.2 Research Strategy
• 4.3 Theoretical Framework
• 4.4 Operationalisation of Major Variables
• 4.5 Data Collection Techniques
• 4.6 Data Analysis
• 4.7 Research Implementation
• 6 Findings
• 5.1 Demographic Data and Buying Behaviour
• 5.2 Attitudinal Changes
• 5.3 The Factors that Affect Attitude
• 5.3.1 Time
• 5.3.2 Compilation
• 5.3.3 Interests
• 5.3.4 Substitute Goods
• 5.3.5 Pricing
• 5.3.6 Advantage
• 5.3.7 Convenience
• 5.3.8 Sharing
• 5.3.9 Other Findings
• 7 Discussion

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This study examines the factors that contribute to declining customer loyalty towards magazine subscriptions in the German publishing industry. The primary goal is to identify the key attitudinal changes that lead to customers cancelling their subscriptions and to understand the relative importance of these factors.

• Customer loyalty and its impact on magazine subscriptions
• The influence of attitudinal changes on customer loyalty
• Factors contributing to declining customer loyalty, including available time and perceived time savings
• The role of alternative media and competing magazines in customer retention
• The effectiveness of various customer loyalty strategies

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1 introduces the topic of customer loyalty in the context of magazine subscriptions and outlines the study's objectives. It provides a brief overview of the importance of customer loyalty in a competitive market and the need to understand why customers discontinue their subscriptions.
• Chapter 2 presents a literature review of relevant theories on customer loyalty and customer retention. It examines existing models and studies related to the German magazine publishing industry, focusing on the customer life cycle of subscribers.
• Chapter 3 delves into the research methodology employed in the study. It describes the research philosophy, strategy, theoretical framework, and operationalisation of key variables. It outlines the data collection techniques, data analysis methods, and the implementation of the research project.
• Chapter 4 presents the findings of the study, including demographic data, buying behaviour, and the identified factors influencing customer attitudes. It examines the impact of time constraints, substitute goods, and other factors on customer loyalty.

Schlüsselwörter (Keywords)

This study focuses on the following key concepts and themes: customer loyalty, customer retention, magazine subscriptions, attitudinal changes, time constraints, perceived time savings, alternative media, substitute goods, and the German publishing industry. It uses empirical data and a probabilistic analysis method to investigate the effectiveness of various factors impacting customer loyalty.