Customer Loyalty

Business & Finance, Marketing & Sales
Cover of the book Customer Loyalty by Esther Hurth, GRIN Publishing
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Esther Hurth ISBN: 9783638545716
Publisher: GRIN Publishing Publication: September 17, 2006
Imprint: GRIN Publishing Language: English
Author: Esther Hurth
ISBN: 9783638545716
Publisher: GRIN Publishing
Publication: September 17, 2006
Imprint: GRIN Publishing
Language: English

Seminar paper from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Australian Catholic University, Brisbane, 13 entries in the bibliography, language: English, abstract: The aim of this report is to provide an idea of what loyalty is how it can be achieved and why it is important for businesses. This report focuses on brand and store loyalty. Furthermore it points out what customer satisfaction is and what it means to a business. It analyses the relation between customer satisfaction and customer loyalty, using customer satisfaction in the telecommunication sector as an example. Loyalty is the regular repurchase of a brand or from a store, based on a commitment towards the specific brand or store (Neal, Quester & Hawkins 2002). A reason why marketers try to achieve customer loyalty is positive word-of-mouth advertising. A loyal customer is much more likely to practice positive word-of-mouth advertising than a merely satisfied customer (Schiffman, Bednall, Cowley, O'Cass, Watson & Kanuk 2001). Moreover, loyal customer are much less price-sensitive than switchers and thereby offer the company the possibility to sell their products at a higher price (Lawson , Tidwell, Rainbird, Loudon and Della Bitta 1996). Still, the main reason why it is important for marketers to achieve their customer's loyalty is the enormous difference between the costs of keeping a loyal customer and gaining a new one (Clopton, Stoddard & Clay 2001). Therefore, satisfaction, meaning that the performance of a product matches a customer's expectations towards it, is the main aim of marketing (Neal, Quester & Hawkins 2002) as it is fundamental to achieve customer loyalty (Hamilton 1997). However, a satisfied customer is not necessarily a loyal customer (Shrake 1999). Information for this paper was obtained from several 'Consumer Behaviour' books as well as from journal articles which partly provided empirical and research information.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Seminar paper from the year 2004 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, Australian Catholic University, Brisbane, 13 entries in the bibliography, language: English, abstract: The aim of this report is to provide an idea of what loyalty is how it can be achieved and why it is important for businesses. This report focuses on brand and store loyalty. Furthermore it points out what customer satisfaction is and what it means to a business. It analyses the relation between customer satisfaction and customer loyalty, using customer satisfaction in the telecommunication sector as an example. Loyalty is the regular repurchase of a brand or from a store, based on a commitment towards the specific brand or store (Neal, Quester & Hawkins 2002). A reason why marketers try to achieve customer loyalty is positive word-of-mouth advertising. A loyal customer is much more likely to practice positive word-of-mouth advertising than a merely satisfied customer (Schiffman, Bednall, Cowley, O'Cass, Watson & Kanuk 2001). Moreover, loyal customer are much less price-sensitive than switchers and thereby offer the company the possibility to sell their products at a higher price (Lawson , Tidwell, Rainbird, Loudon and Della Bitta 1996). Still, the main reason why it is important for marketers to achieve their customer's loyalty is the enormous difference between the costs of keeping a loyal customer and gaining a new one (Clopton, Stoddard & Clay 2001). Therefore, satisfaction, meaning that the performance of a product matches a customer's expectations towards it, is the main aim of marketing (Neal, Quester & Hawkins 2002) as it is fundamental to achieve customer loyalty (Hamilton 1997). However, a satisfied customer is not necessarily a loyal customer (Shrake 1999). Information for this paper was obtained from several 'Consumer Behaviour' books as well as from journal articles which partly provided empirical and research information.

More books from GRIN Publishing

Cover of the book Marketing Information System by Esther Hurth
Cover of the book The role of language in the formation, reproduction and promotion of cultural and social identities by Esther Hurth
Cover of the book Postmodernism and Salman Rushdie by Esther Hurth
Cover of the book Gunst- und Ungunstfaktoren der Anlage der Stadt Halle by Esther Hurth
Cover of the book Petrarca und die Allegorese by Esther Hurth
Cover of the book The Role of Religion - Tradition and Modernity in Contemporary Jewish American Literature by Esther Hurth
Cover of the book European financial regulation and supervision and the onslaught of the financial crisis by Esther Hurth
Cover of the book Do German Capital Markets React When Corporate Insiders Exercise Stock Options? by Esther Hurth
Cover of the book Comparison education systems Germany and USA by Esther Hurth
Cover of the book The present Métis culture in Canada by Esther Hurth
Cover of the book The Horror Film - Analysis of 'Nosferatu' from 1922 and 1979 by Esther Hurth
Cover of the book Learning Disabilities and its Impact on Academic Achievement by Esther Hurth
Cover of the book The best Bond movie ever Or: Why 'On Her Majesty's Secret Service' is far better than its reputation by Esther Hurth
Cover of the book Narrative memory and the impact of trauma on individuals with reference to one short sequence from 'Memento' by Esther Hurth
Cover of the book Bildungswissenschaftler im Bereich der Interkulturellen Arbeit mit Migranten. Zum 4 CID-Modell by Esther Hurth
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy