Relationship
marketing refers to the use of relationships rather than purely transactional
means, in order to not only acquire customers, but also to generate customer
loyalty that results in repeat custom for the firm. It is a very important area
for modern businesses, and an ideal area on which to base your marketing Assignment.
Why has
Tesco’s loyal card scheme been successful where competitors’ schemes have not?
Are
switching costs effective barriers to customer churn in the airline industry?
How can
Amazon.com charge a premium price over rivals such as Play.com?
What are the
motivations and expectations behind loyalty schemes?
How and why
does the relationship marketing-traditional marketing continuum vary within an
industry?
How does
product quality affect customer loyalty among high and low touch products?
Can luxury
goods retailers prevent barriers to switching?
How do
retailers cope with polygamous behaviour among consumers?
How does
customer loyalty at Waterstone’s change when customers shop at their online
store rather than in the high street?
In what ways
does Waterstone’s improve its customer loyalty through its online store?
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