1239699991_Building and sustaining

목차

Introduction
Review of customer loyalty concept
Building and sustaining loyalty: a conceptual framework
- Building (and enhancing) behavioral loyalty
- Cultivating attitudinal loyalty
- Linking loyalty to profitability
Operationalizing the framework
- Tier 1 rewards
- Tier 2 rewards
- Designing Tier 2 rewards
Strategic implications of our framework
General discussion and future research directions
Discussion

본문내용

방어적 마케팅 전략으로서의 충성도 프로그램?
→ 비슷비슷한 놈들이 차고 넘친다.
→ 마케팅 자원의 낭비
고객 충성도에 관해 널리 보급된 기초적 수준의 문제들
(a) Customer loyalty is managed at the aggregate customer level
(b) There is a weak correlation between customer loyalty (behavioral loyalty) and profitability

키워드

충성도프로그램,   장군마케터,   방어적마케팅