Critically evaluate, from a Relationship Marketing perspective whether as stated in the first sentence of the case study, “Customer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers”

Weighing 30% of the total mark for this unit. The answers to the questions posed not be less than 2000 words, no more than 2,500 words in length. Use the case study and other credible references to answer the following questions. There are 4 questions regarding the article” Customer Loyalty Schemes in the Retail Sector”-you must answer all questions and all questions are equally weighed-that is they all carry the same available marks. 1. Critically evaluate, from a Relationship Marketing perspective whether as stated in the first sentence of the case study, “Customer loyalty schemes (or programs) are explicit efforts by retailers to gain long-term patronage from customers”. 2. Using your knowledge of Relationship Marketing, critically evaluate the comment on page 3, that “the success of a loyalty scheme depends on the use of customer data to personalise the relationship between retailers and customers and move beyond a mere transaction” 3. According to the case study on page 5, customer loyalty schemes have three levels of engagement with the customer. Using your knowledge of Relationship Marketing, critically evaluate this assertion and discuss what engagement level, you as a customer would be comfortable with and why that is so.? 4. In the summary, the reasons for customer dissatisfaction with loyalty schemes are given. With this in mind, critically evaluate the role that loyalty schemes can play in establishing, maintaining and developing relationships with customers