...either consumer- or company-led or the medium of engagement can be on or offline. CE aims at long-term engagement, encouraging customer loyalty and advocacy through word-of-mouth. Online customer engagement is qualitatively different from offline engagement as the nature of the customer’s interactions with a brand, company and other customers differ on the internet. Leveraging customer contributions is an important source of competitive advantage – whether through advertising, user generated product reviews, customer service FAQs, forums where consumers can socialise with one another or contribute to product development. Customer engagement is about encouraging your customers to interact and share in the experiences you create for them as a business and a brand. When executed well, a strong customer engagement strategy will foster brand growth and loyalty. NEED: CE-marketing is necessitated by a combination of social, technological and market developments: 1. Businesses are losing the power to dictate the communications agenda 2. Decreasing brand loyalty BUSINESS TO BUSINESS CONTEXT: Customer Engagement in a B2B (business to business) marketing context would typically include a collection of the following marketing programs: 1. Customer Advisory Board or Council 2. Customer Reference Program 3. Executive Sponsor Program 4. Customer Loyalty Program 5. Customer Community or Forum CONTROL BODY: Amazon re-branded into 'serving the world's largest engaged online community'...
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...Project Report for Understanding and creating the busienss potential for Zappos keeping in view the E-commerce Footwear retail business in india Synopsis: Having seen the potential of e-commerce business in India, the internet user base is on the growth path. India being one of the fastest growing e-commerce markets shows a sign of business success. Both Brick and Mortar and Online business have its own pros and cons however online business in on a trajectory growth trend. The market assessment talks positive about the online Footwear Business. It would be worthwhile to say Zappos has a right time to enter into the Indian market scenario as though he cannot enjoy the “ first mover advantage” , however it can capitalize the unknown and expected potential from e-commerce trade in India. The USPs which are tried and tested at other part of the globe can be replicated in Indian scenario with a clinch of Indian localization. In the report, we have said that Zappos should opt for a “wholly owned subsidiary” with 50:50 debt equity ratios. Various models of revenue like Sales, affiliate, transaction, subscription and sales revenue have been suggested to increase the overall revenue base. The wide policies will be Free Shipping & returns (365 days) and creation of ZCLT (Zappos Customer Loyalty Team). Keeping in view the emerging retail trends worldwide where Nike is creating Nike Runner's Lounge for athletes, Rocky debuts the shoes for nursing professionals, Road Runner...
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...(Anderson et al. 1994; Fornell 1992). Main reasons for which a company should seek customer satisfaction are increased loyalty, effective feedback and suggestions, attraction of new customers through free word-of-mouth publicity, saving marketing and advertising costs, as well as retaining existing ones. According to Keiningham, Munn, and Evans (2003, p. 37), “both practitioners and academics have accepted the premise that customer satisfaction results in customer behavior patterns that positively affect business results.” While it is highly argued that retaining current customers is easier than attracting new ones, as it would normally cost 20 times more to attract new customers rather than keeping existing ones per Carson Research Consulting, Inc. report. Continuous customer satisfaction from the offered product will lead to an easy purchase decision every time the need for these products and services arises. Thus, customers tend to become loyal to these providers, where their satisfaction helps to increase customer loyalty, reducing the need to allocate marketing budget to acquire new customers, where their word-of-mouth will also bring potential customers, increasing revenue and profit. According to Hoyer and MacInnis (2001), satisfied customers form the foundation of any successful business as customer satisfaction leads to repeat purchase, brand loyalty, and positive word of mouth. As positive and negative feelings can coexist, customers may like parts of the service...
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...(NPS). The review will show that the NPS is a simplistic but valuable tool that has to be used with caution. Summary Reichheld (2006) starts his article by defining NPS and poses these five questions: “Why is the connection as strong as it is?”, “How does the quality of customer relationships affect the economics of a business?”, “Can the microeconomics of NPS itself ultimately be quantified and managed?”, and “How does a company raise its NPS — and on which customers should it focus its efforts”. In answering these questions, the author quantifies the value of the customer by giving value to word-of –mouth, retention rate, margins, annual spends, and cost efficiencies. In the second main section, Reichheld (2006) discusses how to Increase the NPS Strategically. The strategy promotes three priorities for increasing the NPS. The first priority is to invest in the company’s core customers (promoters). These customers are return customers which have a positive effect on the business (Reichheld, 2006). The second priority is addressing the customers that have a negative impact on the business (detractors). Although having a negative effect on the business, these customers are still profitable and the company can invest time in trying to satisfy them (Reichheld, 2006). The third priority is finding new promoters in the current customer base (Reichheld, 2006). The...
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...Customer Satisfaction and Loyalty in Business. 1.0 Introduction Customer satisfaction and loyalty is two important keys to be success in the business. It must be implement in all business areas such as servicing, hospitalisation, health care and others. In business environment, quality improvement have become part of everybody life and not a task or duty anymore. (Mehra & Ranganathan, 2008). It is not enough if only focus to satisfy the customer and it won’t be good to business until get the repurchase power from customer.(Kandampully & Suhartanto, 2000) Lot of research on customer satisfaction and loyalty has been done, especially on retention and economic performance.(Kristensen & Martensen, 1996; Rucci, 1998; Duboff & Heaton, 1999; Edvardsson, 2000; Bernhardt, 2000; Eskilden & Kristensen, 2013). More than that, this two keys also play role in business for revenue improvement, profitability and cash flows.(Heskett, 1994; Reichheld & Teal; 1996, Itner & Larcker; 1998; William & Nauman, 2011). This to make sure company has more than enough fund, can expend and become stronger. We will see how important this two keys in order to make business running smooth and at the same time can achieve company target. At the end, customer will get what they expected and business will get positive impact and avoid something bad from appear. 2.0 Customer Satisfaction and Customer Loyalty 2.1 Customer satisfaction...
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...CHAPTER 8 WHISTLEBLOWING AND EMPLOYEE LOYALTY* Three Mile Island. In early 1983, almost four years after the near meltdown at Unit 2, two officials in the Site Operations Office of General Public Utilities reported a reckless company effort to clean up the contaminated reactor. Under threat of physical retaliation from superiors, the GPU insiders released evidence alleging that the company had rushed the TMI cleanup without testing key maintenance systems. Since then, the Three Mile Island mop-up has been stalled pending a review of GPU’s management.1 The releasing of evidence of the rushed cleanup at Three Mile Island is an example of whistleblowing. Norman Bowie defines whistleblowing as “the act by an employee of informing the public on the immoral or illegal behavior of an employer or supervisor.”2 Ever since Daniel Elsberg’s release of the Pentagon Papers, the question of whether an employee should blow the whistle on his company or organization has become a hotly contested issue. Was Elsberg right? Is it right to report the shady or suspect practices of the organization one works for? Is one a stool pigeon or a dedicated citizen? Does a person have an obligation to the public that overrides his obligation to his employer or does he simply betray a loyalty and become a traitor if he reports his company? There are proponents on both sides of the issue––those who praise whistle-blowers as civic heroes and those who condemn them as “finks.” Glen and Shearer who wrote...
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...Faculty of Business Administration Semester January / Year 2015 BBMR4103 RELATIONSHIP MARKETING 1.0 Introduction Tesco is the world leading retailer in United Kingdom and has now entered the retail industry in Malaysia. Tesco Stores (Malaysia) Sdn. Bhd. was established on 29 November 2001, partnering with Tesco Plc UK and Sime Darby Berhad. Sime Darby holds 30% of the total shares. The first Tesco hypermarket was opened in 2002, at Puchong, Selangor. Today, Tesco Malaysia has nearly 15,000 employees and 43 stores in Malaysia. Tesco Malaysia started to operate in two formats which are Tesco Hypermarket and Tesco Extra Hypermarket. Tesco Hypermarket is a place that offers customers a complete one stop shopping for their needs from fresh food to groceries, from household needs to apparel. It carries more than 86,000 lines of products including nearly 4,000 own brand of products ranging from food to non-food items. Tesco Extra Hypermarket serves the needs of small businesses, families and individuals all under one roof by providing a comprehensive range of products and services focused for small businesses including bigger pack sizes, special trolleys and checkouts as well as a dedicated business development team to support small business owners with their orders. Tesco Malaysia believes that their success depends on people, which include the people who shop with them and people who work with them. If customers like what was offered to them, they are more likely...
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...report explores the benefits of customer loyalty programs to both sellers and customers with a view to deciding whether such a program would be beneficial to the client, BGO – an online grocery retailer. A review of the literature suggests that the benefits to sellers include higher customer retention rates, enhanced effectiveness of marketing initiatives, the development of affective commitment from customers, and improved measurement systems. All these factors contribute to higher profitability for the business. The literature suggests that the benefits to customers include both tangible, money-saving benefits and intangible social benefits, such as a sense of belonging. Flexibility is a highly important aspect of loyalty programs because it allows customers to choose their rewards and thereby increases the perceived value of benefits in the eyes of consumers. All scholars agree that the most important benefits of a loyalty program relate to money savings. The results of the field research support most of the suggestions made in the literature. All the sellers interviewed in the survey agreed that loyalty programs were effective at retaining customers and improving business profitability. Customers highly valued the benefits they received, and especially flexibility in choosing from a variety of rewards. However, the notion that customers develop an affective commitment to the business, and highly value the social aspects of a loyalty program was not supported by the interviews...
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...CUSTOMER RELATIONSHIP MANAGEMENT (CRM) How much do you know about your customers? Do you know what makes them happy? Mad? Restless? Let's face it…you should. Businesses often operate in ignorance of what their customers like or dislike. To ensure retention, pay attention! | | | | |The Basics: What Customers Love | |To be treated with respect - reach a live voice or person when problems arise | |To feel special - remember their name and job preferences | |To know you are accountable when problems arise | |The ability to reach a live voice or person when problems arise | |To receive lagniappe - a little something extra, for their money's worth | |The Basics: What Customers Hate ...
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...is defined as “A summary affective response of varying intensity with a time-specific point of determination and limited duration that is directed towards focal aspects of product acquisition and/or consumption” While Customer Loyalty is said to be “a deeply held commitment to re-buy or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing” (Oliver, 1999). However, there are two distinctive ways of describing loyalty; One being attitude, whereas different feelings create an individual’s overall attachment to a product, service, or organization (Hallowell, R, 1996). The other being behavioural, which include customer continuing to purchase services from the same supplier, increasing the scale and or scope of a relationship, or the act of recommendation without having an attachment to the product, service or organisation (Hallowell, R, 1996). FIG 1. Reicheld and Sasser (1990) argues that satisfaction leads to loyalty. Reicheld (1995) then goes on to say “the only meaningful measure of satisfaction is loyalty”. This is supported by the service profit chain concept, which establishes relationships between profitability, customer loyalty, and employee satisfaction, loyalty, and productivity (Heskett, J.L et al, 1994). Furthermore, the service profit chain shows that the profits made...
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...A R TI CLE Organization Ethics Reputation and Customer Loyalty: Perception of Muslim Customer Sharia Banking Asia-Pacific Management and Business Application 1(1) 69 – 80 ©UB 2012 University of Brawijaya Malang, Indonesia http://apmba.ub.ac.id Sunaryoa* Zakaria Baharib a Management Department, Faculty of Economics and Business, University of Brawijaya, Malang, Indonesia; b Center for Islamic Development Management Studies, School of Social Science, Universiti Sains Malaysia, Malaysia Abstract The majority of the Indonesian population is Muslim, in which the share of Sharia Banking is only three (3) percent of the total banking market share in the country. This indicates a low participation, possibly leading to a negative perception on ethic reputation and low awareness among the Muslim communities in using sharia banking products and services. The objectives of this paper are to analyze the influence of sharia banking organization ethics reputation on Muslims customer loyalty and to analyze the role of satisfaction as a mediating effect on sharia banking organization ethics reputation on Muslims customer loyalty for the sharia banking products and services. Survey with 315 respondents in the city of Malang, Indonesia was conducted to gather information to further understand the situation, to answer the questions raised and to meet the study objectives. Purposive sampling was used to select the relevant respondents. The Structural Equation Model (SEM) is used to analyze the...
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...RESEARCH ARTICLE Challenges of Employee Loyalty in Corporate America Business and Economics Journal, Vol. 2012: BEJ-55 Business and Economics Journal, Vol. 2012: BEJ-55 1 Challenges of Employee Loyalty in Corporate America *SK Aityan, TKP Gupta Department of Business and Economics, Lincoln University, Oakland, CA, USA. *Correspondence to: Sergey K Aityan, aityan@lincolnuca.edu Accepted: November 19, 2011; Published: March 31, 2012 Abstract This paper discusses the results of a survey on employee loyalty conducted in Oakland, California. The survey revealed a serious disconnect between the opinions of managers, including executives, and non-management employees on issues of employee loyalty, trust of management, mutual respect between management and non-management employees and other related questions. The survey showed that the majority of employees do not feel loyalty from their employer, do not believe that companies take their interests into account, and do not trust or respect their managers, while most managers positively assessed the situation. This disparity needs to be thoroughly addressed by companies in order to improve employee loyalty. Keywords: Employee loyalty; trust; survey; business performance; organizational behaviour; perception mismatch. 1. Introduction 1.1. The loyalty concept In today’s business environment, corporations depend on their employees more than at any other time in the past. This is particularly true in hi-tech, biotech, finance...
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...Do Customer Loyalty Programs Really Work? Grahame R. Dowling Australian Graduate School of Management University of New South Wales Sydney 2052 Australia Phone: +612–9931–9200 Fax: +612–9662–1695 and Mark Uncles School of Marketing University of New South Wales Sydney 2052 Australia Phone: +612–9385–3510 Fax: +612–9663–1985 E-Mail: M.UNCLES@unsw.edu.au Research Brief RB 002 This research is funded by the Centre for Corporate Change at The Australian Graduate School of Management Centre for Corporate Change Do Customer Loyalty Programs Really Work? Grahame R. Dowling and Mark Uncles Research Brief RB 002 1997 This paper was subsequently published in the Sloan Management Review 38 (4), (1997), pp 71-82 Centre for Corporate Change Australian Graduate School of Management The University of New South Wales Australia Phone: (61 2) 9931 9500 Fax: (61 2) 9663 4672 The AGSM is a School of both The University of New South Wales and The University of Sydney Established and supported under the Australian Research Council’s Research Centres Program © Centre for Corporate Change The material contained herein is subject to copyright. No part of this document may be Reproduced or transmitted in any form or by any means without the express written permission of the Centre for Corporate Change. The work of the Centre for Corporate Change is generously supported by Andersen Consulting, Coca-Cola Amatil, Esso, Amcor, Russell Reynolds Associates, BT Asia Pacific...
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...On An analysis on how customer loyalty affects the growth and profitability of the FMCG organization: a case study of Unilever Table of Contents 1. Introduction 1 2. Rationale for the Chosen Topic 1 3. Aim of the research 2 4. Research objectives 2 5. Research questions 3 6. Literature Review 3 7. Research Paradigm 5 8. Research Methodology 5 8.1 Research Philosophy 5 8.2 Research Approach 6 8.3 Research Strategy 6 8.4 Data collection Techniques 7 8.5 Sampling 7 Figure: Sampling Technique Classification 7 Source: Parasuraman, 2001 7 8.6 Data analysis tools and techniques: 8 8.7 Limitations of the study 8 9. Ethical Considerations 8 10. Time framework 8 11. List of references 9 1. 2. Introduction Customer loyalty and brand equity are the issues of high concentration by the twenty first century marketers for ensuring sustainable growth and profitability of business. The real asset of business in recent times is its customers. The cornerstone of assuring growth and profitability of business is the smooth operation of business (Hallowell, 2008). Strategies driven for obtaining customer loyalty are being adopted today by many successful organizations. For achieving high customer loyalty, no stone has been remained unturned in today’s highly competitive business world by business organizations (Zeithaml et al., 2011). The effect of profitability and growth on the basis of customer loyalty of the FMCG firms will be focused...
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...E-Loyalty Your Secret Weapon on the Web In the rush to build Internet businesses, many executives concentrate all their attention on attracting customers rather than retaining them. That's a mistake. The unique economics of e-business make customer loyalty more important than ever. by Frederick F. Reichheld and Phil Schefter L OYALTY MAY NOT BE THE FIRST * idea that pops into your head when you think ahout electronic commerce. After all, what relevance could such a quaint, oldfashioned notion hold for a world in which customers defect at the click of a mouse and impersonal shopping hots scour databases for ever hetter deals? What good is a small-town virtue amid the faceless anonymity of the Internet's HARVARD BUSINESS REVIEW July-August 2000 glohal marketplace? Loyalty must he on a fast track toward extinction, right? Not at all. Chief executives at the cutting edge of e-commerce-from Dell Computer's Michael Dell to eBay's Meg Whitman, from Vanguard's Jack Brennan to Grainger's Richard Keyser-care deeply about customer retention and consider it vital to the success of their on-line operations. They know that loyalty 105 E-Loyalty: Your Secret Weapon on the Web is an economic necessity: acquiring customers on the Internet is enormously expensive, and unless those customers stick around and make lots of repeat purchases over the years, profits will remain elusive. They also know it's a competitive necessity: in every industry...
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