Customer Relationship Management (CRM): Customer sat...

 

In January 1993, Sears decided to restructure its business, concentrating on their target customers - which research showed to be the woman of the family - and making their stores the most compelling ...

Discusses the value of loyalty cards issued by major retailers. Questions whether they are actually effective in increasing customers' commitment to a store. Lack of a loyalty card has not hindered As ...

This paper examines the issue of loyalty cards: of interest both to the marketing community in terms of their commercial effectiveness within the market, and to market researchers through the requirem ...

In the United Kingdom, the retail loyalty card market has become highly developed within a very short space of time. Whilst several retailer schemes have existed for a number of years, it has been the ...

The paper examines the role of customer loyalty in maximising opportunity, and will argue that loyalty, as measured by customer spending, is simply a reflection of short-term behaviour and can only be ...

With the increasing concern for customer satisfaction, loyalty has come increasingly into focus in marketing planning and marketing strategy. This also applies to retailing. However, as the present pa ...

Getting close to customers, understanding and meeting their needs in terms of products, services and business relationships have been for many years the key corporate success factors. Of late much has ...

Argues that most loyalty schemes are in fact short-term promotions; even so, good ones can contribute to genuine loyalty. Loyalty has to be based on a fully-rounded and research-based understanding; n ...

Describes how Telewest Communications, in conjunction with IFF, developed a regular business customer satisfaction survey, and used it to improve and cement relationships with key business customers. ...

Describes how consumers can be segmented in terms of their attitudes into groups who have similar requirements; marketing to these groups, in order to build satisfaction and encourage loyalty in the w ...

Questions whether customer loyalty schemes (accumulating points through a plastic card) are being effective in creating genuine loyalty. Customers are frequently negative in their impressions, aware t ...

Within grocery retailing, there seems to have been a shift to a more customer oriented perspective. As indicated by the empirical studies presented in this paper, grocery stores' customers seem to be ...

This paper discusses a proposed methodology to enable quantification of those attributes which determine the establishment and maintenance of affinity credit card relationships, i.e. credit cards issu ...

An increasing number of companies are convinced that customer loyalty is crucial to their future prosperity. The author explains why this is, outlines the main benefits to marketers of loyalty schemes ...

A customer loyalty scheme can be a highly effective marketing tool - but do they work for everyone? A checklist of criteria is offered for deciding whether a loyalty scheme is appropriate for your com ...

This paper outlines the current redevelopment programme taking place at Selfridges, a leading destination department store in London, and explains the three-stage approach they have adopted to review ...

From a business point of view, Germany is made up of about 35 million households. These people purchase lots of food, cars, jelly babies, mountain bikes etc. And they buy lots of furniture to the valu ...

The idea of loyalty schemes goes back over a hundred years, during which time they have taken many different forms. And they are now to be found in almost every sort of consumer expenditure, alongside ...