TITLE

The loyalty paradox

AUTHOR(S)
Wilmott, Michael; Cornish, Charlotte
PUB. DATE
October 2003
SOURCE
Brand Strategy;Oct2003, Issue 176, p31
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Focuses on the obsession of companies to acquire consumer loyalty. Improvement of customer loyalty; Difficulty in unpacking loyalty and distinguishing emotional from rational motivations; Concentration of companies on customer relationship management.
ACCESSION #
11152709

 

Related Articles

  • Only Connect. Syverson, Andrea // Multichannel Merchant (Penton Media, Inc.);May2007, Vol. 3 Issue 5, p51 

    The author proposes to marketers to connect their customers more personally and develop long lasting relationships with them to ensure customer retention and company growth. She asserts that if companies would properly use the intimate information acquired from customers, they would be able to...

  • Infinity offers ideal platform.  // Finance Week;7/19/2004, p48 

    Features Infinity, the largest privately owned loyalty program in South Africa. Features of the program; Comments of Michael Levinsohn, a specialist in loyalty programs, regarding the importance of retaining customers through reward; Effectiveness of the program.

  • Communicating the right message.  // Finance Week;7/19/2004, p52 

    Discusses the importance of proper communication in customer loyalty programs in South Africa. Saturation of the market with too many insignificant programs which affects the credibility of loyalty programs; Comments of Craig Page-Lee, an marketing executive at the Automobile Association (AA) of...

  • Maximizing Customer Equity through Optimal Allocation of Marketing Budget: Case Study in a Women's Clothing Company. Bruel, Monica; Valcareggi, Aline // Society for Marketing Advances Proceedings;2010, p271 

    Marketing efforts to turn customers loyal are usually made trough marketing investments in loyalty programs based only on marketers feeling. However, many studies had proved that loyal customers are not always profitable. This highlights are the aim of this article, by showing the benefits of...

  • It's overkill on Nectar launch.  // Marketing (00253650);9/19/2002, p56 

    Comments on the brand launch for the loyalty program called Nectar in Great Britain. Confusion over the suspension of the launch; Reason for the cancellation.

  • Customers seek a company they can always trust. Mazur, Laura // Marketing (00253650);2/14/2002, p14 

    Comments on the return of the concept of customer loyalty on the marketing agenda. Distribution of loyalty card schemes by companies; Detection of a change in customer psychology; Attitude of returning customers.

  • A measured view of clients. Walker, Kevin // Accountancy;Apr2001, Vol. 127 Issue 1292, p62 

    This article traverses the effectiveness of maintaining relationships with existing clients. Many professionals view the role of "new business development" as an active one, while client management is seen as a more passive one. However, for most firms, over 90% of fee income each year comes...

  • VITAL STATISTICS. Jenner, Gillian // Airline Business;Mar2009, Vol. 25 Issue 3, p42 

    The article focuses on the adoption of enterprise data warehousing (EDW) by airlines to manage their valuable customer data in one place to make the possible use of it to drive loyalty and improve service and operations. The advantages and disadvantages of EDW are also discussed, which include...

  • How Gala Coral took the gamble out of CRM. Hemsley, Steve // Marketing Week;7/14/2011, Vol. 34 Issue 28, p41 

    The article focuses on the customer relationship management (CRM) strategy adopted by Great Britain-based gambling company Gala Coral Group Ltd. headed by Antony Smith. It notes that Smith and his team has developed an approach called Six Step, a programme that will ensure that not just senior...

  • RELATIONSHIP MARKETING AND CUSTOMER LOYALTY: THE ETHIOPIAN MOBILE COMMUNICATIONS PERSPECTIVE. Negi, Rakshit; Ketema, Eyob // International Journal of Mobile Marketing;Jun2010, Vol. 5 Issue 1, p113 

    Increasing competitiveness, as experienced in the international economy, forced business organizations to place a larger emphasis on building valuable customer relationships. As a result, relationship marketing has emerged to address the twin concerns: obtaining and maintaining customers, thus...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics