Developing a Direct Marketing Strategy This 16 page paper considers the way in which a UK company; the AA, can reach targets for increased sales to existing customers, increased customer retention and increase the customer base through direct marketing. The strategy recommended makes use of customer relationship marketing and an holistic approach to the different selling mediums and customer contract points. The bibliography cites 17 sources.
Marketing Sports Management Abstract Over the last decade, both academic and business literatures in marketing have emphasized the importance of customer equity that considers customers as most important company assets.
In this hyper-competitive business environment, the need to obtain competitive advantage and retain customers has led to an increased attention to relationship equity, which is one of the three drivers of customer equity and theorized to arise from relational marketing efforts.
However, relationship equity theory has received minimal attention in the spectator sport setting. Rather, most focus has been given to identifying factors that drive up customer loyalty and positive market outcomes from the value and brand equity aspects.
This research provides a framework for understanding relationship equity and its impact on customer retention and loyalty based on customer equity theory Rust et al. This model suggests some antecedent conditions that lead to relationship equity, which eventually results in customer retention and positive behavioral marketplace outcomes.
In order to examine the proposed links in the framework, structural equation modeling SEM was run using a sample of season ticket holders of a professional sport team.
A survey design was used to empirically investigate this proposed phenomenon within a minor league ice hockey context in the northeastern region of the United States of America.
The results support the thesis that relationship equity is important to customer retention and desired marketplace consequences.
The study found that four antecedents benevolence, communication, quality of alternatives and personal investment are significantly related to relationship equity.
Relationship equity fully mediates the relationship between antecedents and all dependent constructs. Affective commitment partially mediates the relationship between relationship equity and behavioral loyalty, thus showing double mediation effects.
In addition, the results demonstrate that both the proposed structural model and the alternative model have a similar good overall fit. However, this dissertation adopted the alternative model because the chi-square difference test showed significance between the two models and also because the alternative model identified the double mediating role of relationship equity and affective commitment.
Based on the findings, this study recommends that sport managers should primarily focus on creating and maintaining relationship equity in order to achieve customer retention and firm's profitability.
Doctoral Dissertations - February Customer Retention According to kotler “The key to customer retention is customer satisfaction”.
Customer retention means the company keeps its customers by providing a great customer experience. Customer retention is the key to healthy business growth.
Loyalty can help the business to retain most valuable customers. With the increasing maturity of 3G technology and upcoming large-scale industrialization of the increasingly fierce competition between the operators of the telecommunications industry, became the valuable resources of the enterprise customer.
Rochester Institute of Technology RIT Scholar Works Theses Thesis/Dissertation Collections Guest satisfaction and guest loyalty study for hotel. Abstract. This study examines the combined effects of customer satisfaction and trust on customer retention and positive word of mouth (WOM).
Data from a large-scale survey of fixed line telephone users in the UK confirm that both satisfaction and trust have strong positive associations with customer retention and WOM.
Graduate Theses and Dissertations Iowa State University Capstones, Theses and Dissertations Improving customer equity through value creation. This research provides a framework for understanding relationship equity and its impact on customer retention and loyalty based on customer equity theory (Rust et al., ) in a spectator sport setting. This quantitative study examined the relationship between student perceived leadership styles of online university instructors, and the perceived customer satisfaction and retention of online students.
Staff Recruitment, Retention, Training Strate gies for Community Human Services Organizations by Sheryl A. Larson, Ph.D.
Research Associate Research Director and Amy S. Hewitt, M.S.W., Ph.D. Research Associate Director of Interdisciplinary Training .
Graduate Theses and Dissertations Iowa State University Capstones, Theses and Dissertations Timmerman, John, "The relationship between hotel staff service delivery with customer attitudinal loyalty and financial outcomes" (). customer satisfaction and .