Powering customer loyalty

Dye, Patrick
November 2007
Precision Marketing;11/30/2007, Vol. 20 Issue 4, p19
The article discusses the efforts made by companies to get customer loyalty in Great Britain. Some consumers cannot be wooed easily, so companies have to develop some strategies and techniques to establish its loyalty scheme. Some companies offer points to keep customers loyal or encourage them to buy into auxiliary services. Research shows that customers value trust in a company very highly and suppliers should not underestimate it.


Related Articles

  • How to Implement a Customer Satisfaction Program. Naumann, Earl; Jackson Jr., Donald W.; Rosenbaum, Mark S. // Business Horizons;Jan2001/Feb2001, Vol. 44 Issue 1, p37 

    Provides information on the implementation of customer satisfaction program. Common problems of the program; Factors to consider in the implementation of the program; Illustration of the process using a hypothetical firm.

  • PRODUCT CLASS EFFECTS ON BRAND LOYALTY. Chaudhuri, Arjun // Journal of Marketing Management (10711988);Fall/Winter1998, Vol. 8 Issue 2, p66 

    Dick and Basu (1994) postulated certain hypotheses concerning product class effects on brand loyalty. This paper contributes to the literature on brand loyalty by testing some of these hypotheses in a causal model. In addition, this paper considers the role of perceived risk in mediating some of...

  • How switching costs affect subscriber loyalty in the Turkish mobile phone market: An exploratory study. Aydin, Serkan; Özer, Gökhan // Journal of Targeting, Measurement & Analysis for Marketing;Jan2006, Vol. 14 Issue 2, p141 

    Both academics and practitioners approve of the strategic role of customer switching cost on ensuring customer loyalty. However, there is no consensus on either conceptualisation or measuring customer switching costs. In this context, the aims of this study are (1) to develop a model by using...

  • Loyalty programs need knowledge base. Hanifin, Bill // Marketing News;8/27/2001, Vol. 35 Issue 18, p23 

    This article discusses multi-channel marketing in relation to customer loyalty programs. The ideal of 21st century retailing is the multi-channel retailer, master of bricks, clicks and flips, with physical stores, online shopping and catalogs integrated into a seamless environment. The pure-play...

  • When Uncertainty Brings Pleasure: The Role of Outcome Imageability and Mental Imagery. Cheng Qiu; Yih Hwai Lee // Advances in Consumer Research;2008, Vol. 35, p690 

    Neither consumers nor marketers appear to like uncertainty. Previous research shows that uncertainty during the purchase process may reduce customer loyalty, undermine consumer confidence, and delay purchase decisions. As such, consumers may seek information to reduce uncertainty while marketers...

  • DETERMINANTS OF CUSTOMER LOYALTY: THE ROLE OF RELATIONAL BENEFITS IN THE CONTEXT OF CUSTOMER CLUB. Kevin Yu; Song Yang // AMA Summer Educators' Conference Proceedings;2012, Vol. 23, p213 

    This research found that most of the relational benefits identified in the literatures emerged in the context of customer clubs. Economic-based special treatment benefits were found to have a greater influence on customer satisfaction, commitment and customer loyalty while sharing benefits was...

  • Overcome Apathy. Brandi, JoAnna // Sales & Service Excellence Essentials;Feb2005, Vol. 5 Issue 2, p10 

    Presents strategies for establishing customer focus and loyalty. Ability to brainstorm with customers; Participation of customers in meetings; Celebration of the successes of customers.

  • Customer loyalty programmes: purpose, means and development. BagdonienĖ, Liudmila; JakštaitĖ, Rasa // Management of Organizations: Systematic Research;2006, Issue 37, p21 

    Loyalty of market partners becomes a more and more important factor of competitive advantage. An enterprise is interested in loyalty of employees and investors but it pays the greatest attention to customer loyalty. The article presents purpose, means and development of customer loyalty programmes.

  • VARTOTOJŲ LOJALUMO PREKÄ–S ŽENKLUI Ä®VERTINIMAS. Vanagienė, Vitalija; Ramanauskienė, Jadvyga // Management Theory & Studies for Rural Business & Infrastructure ;2007, Vol. 11 Issue 4, p100 

    In this study we analyzed consumer loyalty and its assessment methodology. The consumer loyalty methodology are presented as example of „Cili pizzeria‟ brand name. According to the study results, consumer loyalty to this company brand name where not of high level. The affection to...


Read the Article


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

Try another library?
Sign out of this library

Other Topics