Cementing Relationships

Braselton, Jim; Blair, Bruce
May 2007
Marketing Management;May/Jun2007, Vol. 16 Issue 3, p14
The article discusses the issue of customer choice and its effects on marketing and customer loyalty. Many companies are offering customers increasing amounts of choice, allowing them to customize their clothing, electronics, and more. While this amount of choice can be expensive and time-consuming for both suppliers and consumers, making everyone work harder during transactions, it can also be the key to driving profits. The author talks about the ways that a small menu of high-value offerings can build profits.


Related Articles

  • Stop discounting and start profiting. Gitomer, Jeffrey // Business Journal Serving Fresno & the Central San Joaquin Valley;8/07/2009, Issue 324059, p13 

    The article presents the author's views on sale strategies for a successful business. The author highlights his own experience on customer loyalty from the restaurant owner whose goal is to provide customer satisfaction. He notes that business attitude on being proactive in favor of customers...

  • Deliver more value to earn loyalty. Mitchell, Pam // Sell!ng;May2003, p11 

    Presents factors that need to be considered to earn customer loyalty. Features; Place; Time; Reliability; Feel; Price.

  • Drive the Greatest Revenue Results. Farrell, Don // American Salesman;Jul2010, Vol. 55 Issue 7, p7 

    The article discusses three rules business owners and operations should take into consideration in driving loyalty with potential and existing customers. It says the owner or manager can exceed expectations of customers by talking to them directly. It suggests to establish an emotion connection...

  • What delights customers? The answer may surprise you.  // ABA Banking Journal;May2002, Vol. 94 Issue 5, p8 

    Provides responses to a survey conducted by customer-research company TARP, from customers of two large companies involved in investments and insurance. Customer responses to a particular service that was extraordinary, citing assistance received during a life event such as an accident or...

  • The Three Ms of Customer Loyalty. Crosby, Lawrence A.; Johnson, Sheree L. // Marketing Management;Jul/Aug2004, Vol. 13 Issue 4, p12 

    Customer loyalty is a complex and constantly moving target. Measuring, modeling, and managing make a proven formula for sustainable competitive advantage. If building a strong customer loyalty asset was easy, everyone would be doing it effectively. Measurement is a critical enabler to...

  • Beyond technology-based customer relationship management - it is total customer experience management. Hamid, Noor Raihan Ab; Akhir, Romiza Md // Research in Business & Economics Journal;Sep2013, Vol. 8, p1 

    Companies have experimented with Customer Relationship Management (CRM), which in most cases involve the implementation of technology-based CRM - CRM system. However, despite hefty investments in the system many have reported the initiatives failed to deliver the results as expected. Recently,...

  • Making the difference from satisfied to loyal customer. Gitomer, Jeffrey // Inside Tucson Business;4/16/2007, Vol. 16 Issue 45, p13 

    The article discusses the author's perspective on going extra mile to build customer loyalty. He argues that the fundamental element in the extra mile is the dominating attitude to seize the moment an extra mile opportunity comes up. He suggests that doing the best and having the right attitude...

  • A NEW CUSTOMER SATISFACTION MANAGEMENT MODEL (METHODOLOGY AND PRACTICE). Piskóti, István; Nagy, Szabolcs // Economics & Management;2009, p483 

    Our paper summarizes several years' research experience in the field of customer satisfaction management. The key statement in our paper is that there is a need for further developing the classical customer orientation theory and the corporate practice based upon it. Moreover, there is a need...

  • Loyalty in the face of adversity. Bruce, Robert // Accountancy;Jan2006, Vol. 137 Issue 1349, p20 

    The article presents a perspective on the loyalty of customers to companies that provide services to them. There are two issues to consider when a service is disrupted. Customers want to be loyal to their companies because of a number of reasons. Customer loyalty is significant.


Read the Article


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

Try another library?
Sign out of this library

Other Topics