Loyalty — What can it really tell you?

Wood, Andy

doi:10.1057/palgrave.dbm.3240278

Cited by 10 publications

(11 citation statements)

References 3 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This enables the enterprise to understand the needs and wants of the customers, to group suitable customer segments and, finally to target the chosen segments appropriately. The active management of customer information is considered to be essential in being able to offer personalised communication and customised products (Zahay and Peltier, 2008) and through differentiation enterprises can provide their customers with value and a reason to stay and spend more with them (Wood, 2005). Thus, this kind of differentiated relationship value has been regarded as a focal part of maintaining successful long-term relationships (Park and Kim, 2003).…”

Section: Creating Value By Differentiationmentioning

confidence: 99%

“…Customer loyalty and long-term relationships are believed to lead to customer profitability (Storbacka et al, 1994). The profitability and value of customer is not, however, static, but rather dynamic (Wood, 2005) and, thus, customer information gathering, analysing it and changing actions accordingly constitute an ongoing process. The goal of attaining loyal and profitable customers also determines what kind of customer information should be gathered in the enterprise.…”

Section: Mip 282mentioning

confidence: 99%

See 1 more Smart Citation

Customer relationship oriented marketing practices in SMEs

Reijonen

Laukkanen

2010

Marketing Intelligence &Amp; Planning

View full text Add to dashboard Cite

Purpose -The purpose of this paper is to examine to what extent small to medium-sized enterprises (SMEs) gather customer information and act on it keeping in mind the profitability of the business operations. A customer relationship oriented marketing process is suggested. This process includes customer information gathering, customer segmentation, creating value by differentiation and managing customer profitability. Special attention is paid to whether industry, size and customer markets affect the extent to which these tasks are performed. Design/methodology/approach -The data were collected mainly through an online questionnaire from SMEs in three industries operating in North Karelia, Finland. Principal component analysis was used and, thereafter, the variables loaded on each of the factors were combined to composite measures. These composite measures were used as dependent variables in the analysis of variance exploring the differences between the SMEs. Findings -The results show great differences in the activity of different marketing tasks, e.g. following how the customer relationships develop and pursuing profitable customers are performed often, whereas such tasks as segmentation and differentiation in terms of marketing communication are carried out less frequently. Based on the results, it can be argued that customer relationship oriented marketing practices differ between SMEs. The SMEs that are micro-sized, operated in the industry of other personal services and in consumer markets seemed to put less effort on marketing practices than did the other studied enterprises. Practical implications -It is shown in this paper that marketing activities frequently do not get enough attention especially in the smallest SMEs. In these enterprises, the role of the owner-manager is significant and consequently more attention should be paid to enhancing their marketing capabilities. Originality/value -The paper offers deeper insight into the little researched area of SME marketing and, especially, into the differences in marketing practices within SMEs.

show abstract

Section: Creating Value By Differentiationmentioning

confidence: 99%

Section: Mip 282mentioning

confidence: 99%

Customer relationship oriented marketing practices in SMEs

Reijonen

Laukkanen

2010

Marketing Intelligence &Amp; Planning

View full text Add to dashboard Cite

show abstract

“…Lojalumas per elgsenos prizmę pradėtas nagrinėti XX a. septintąjį dešimtmetį (Oliver 1997 Leszczyc, Gonul, 1996), vartotojų skaičiumi (Wood 2005), pelningumu (Clark 2006). Kartotiniais pirkimais grįstas vartotojų lojalumo nustatymas.…”

Section: Elgsenos Rodikliais Grįsti Vartotojų Lojalumo Nustatymo Metodaiunclassified

“…Vartotojų lojalumui nustatyti taikomas ir vartotojų išlaikymo indeksas, kuris skaičiuojamas taip (Wood 2005):…”

Section: Metodų Grupė Atstovaiunclassified

Vartotojų lojalumo nustatymo metodinio potencialo analizė

Bivainis

Vilkaitė

2010

Business: Theory and Practice

View full text Add to dashboard Cite

Santrauka.Vartotojų lojalumo tyrimų mozaikoje didžiausia spraga -lojalumo nustatymas. Šios pakraipos tyrimai fragmentiš-ki, dažniausiai problema nagrinėjama tik kitų tyrimo tikslų kontekste. Straipsnyje apibendrinti pastarųjų dviejų dešimtmečių vartotojų lojalumo tyrimai. Lojalumo nustatymo metodai suskirstyti į tris skirtingo turinio grupes: 1) grįsti elgsenos rodikliais; 2) grįsti požiūrio rodikliais; 3) daugiadimensiai metodai. Identifikuoti teigiami ir neigiami šių grupių metodų aspektai. Aptartas vartotojų lojalumo objektyvaus vertinimo aktualumas šiandienos socialinių ekonominių pokyčių fone, suformuotos šios problemos sisteminio sprendimo gairės: veiksnių, lemiančių vartotojų lojalumą, kompleksinė analizė; daugiakriterinis vertinimas; vartotojų lojalumo lygio ir organizacijų naudos priklausomybių kiekybinių parametrų nustatymas.Reikšminiai žodžiai: vartotojai, lojalumas, metodai, vartotojų lojalumo nustatymas, elgsena, požiūris. ANALYSIS OF METHODOLOGICAL POTENTIAL FOR CUSTOMERS' LOYALTY EVALUATION Juozas Bivainis, Neringa Vilkaitė Vilnius Gediminas Technical University, Saulėtekio al. 11, LT-10223 Vilnius, Lithuania E-mail: vvsevk@ vgtu.lt Received 18 September 2009; accepted 15 January 2010Abstract. Loyalty evaluation is the the utmost gap in mosaic of loyalty surveys. Surveys of this field are fragmentary and the touch upon this problem exists only in the context of other surveys' purposes. Customer loyalty surveys of the latter two decades are generalized in the paper. Methods for customer loyalty evaluation are classified into three different content groups: 1) grounded on behavioural measures; 2) grounded on attitude measures; 3) multi-dimensional methods. Positive and negative aspects of each method group are identified. The topicality of objective customer loyalty evaluation under the circumstances of social economic changes nowadays is discussed, points of reference for systematic solution of this problem are formed: complex analysis of factors determining customer loyalty; multicriteria evaluation; estimation of quantitative parameters of organizational benefit dependence on customer loyalty level.

show abstract

“…Regarding the other sources consulted, it can be concluded that the contributions about the adequate reward typology as a function of consumer involvement in the company, 14,19,26 their motivations, 17,22 their previous satisfaction, 27 maximisation of economic benefi ts, 28 the emotional associations promoted by programmes, 29,30 or the coherence between the type of reward and the company image 16 cannot be transferred to a multisponsor programme structure.…”

Section: Relations Among Loyalty Programmes and Rewardsmentioning

confidence: 99%

The importance of rewards in the management of multisponsor loyalty programmes

Lara¹,

Madariaga²

2007

J Database Mark Cust Strategy Manag

View full text Add to dashboard Cite

This work attempts to specify procedures to improve the management of loyalty programmes based on one of their structure elements: prizes or rewards. The starting point is the premise that the current classifi cations of prizes found in the academic literature focus on the offer, are reductionist, and only permit the establishment of eventual effects between such rewards and one part of the programmes (the monosponsor type). Therefore, from the programme users ' viewpoint, we propose to contrast the importance of the rewards in comparison to other management elements. Subsequently, from a classifi cation of incentives based on consumers ' preferences, we will determine their interest in such rewards and establish the infl uence of these rewards on consumers ' satisfaction with the programmes. The results will allow us to establish effective conclusions for the management of multisponsor programmes and will represent a basis of useful specifi c knowledge for future investigations focused on understanding this important marketing instrument.

show abstract

Loyalty — What can it really tell you?

Cited by 10 publications

References 3 publications

Customer relationship oriented marketing practices in SMEs

Customer relationship oriented marketing practices in SMEs

Vartotojų lojalumo nustatymo metodinio potencialo analizė

The importance of rewards in the management of multisponsor loyalty programmes

Contact Info

Product

Resources

About