This study takes a look at the worldwide trend toward loyalty marketing and highlights the reasons for this emphasis on loyalty. Building customer loyalty is a business strategy, not just a marketing program and that all businesses should seek to boost loyalty and maximize share of customer. The various approaches to structuring customer loyalty strategies are explored. Some real-world examples are used to illustrate different approaches. A consistent framework for developing a loyalty strategy and program is provided. Insight is offered on reducing the amount of time required to develop a loyalty strategy and touches on ways to help marketers avoid some classic mistakes. The pursuit of customer loyalty is a perpetual one - more of a journey than a destination.
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