Customer Acquiring and Retaining - Loyalty Programmes

• Autorzy: Lechosław Garbarski
• Języki publikacji: EN

Abstrakty

EN

A process of creating of a marketing strategy requires considering several factors. Among others, a very important characteristics to be considered while analysing possible strategic options is the evolution of demand. Within this area, it is crucial to analyse the demand's homogeneity or heterogeneity, as well as a degree of preference for the leading brand or the aspiring brands. Both those characteristics are directly linked with the phenomenon of loyalty as a significant element influencing customer behaviour. At the same time, choosing the right strategy in order to win and retain customers is an extremely important problem. This study presents the issue of loyalty and its practical consequences in terms of winning and keeping customers. (fragment of text)

Słowa kluczowe

EN

Customer loyalty; Loyalty programs; Marketing strategy; Cultivation customer loyalty

PL

Lojalność klientów; Programy lojalnościowe; Strategia marketingowa; Budowanie lojalności klienta

• Czasopismo: Studia i Prace Kolegium Zarządzania i Finansów / Szkoła Główna Handlowa
• Rocznik: 2003
• Numer: z. 33
• Strony: 150--159

Twórcy

autor

Lechosław Garbarski

• Warsaw School of Economics, Poland

Bibliografia

• F. F. Reichheld, W. E. Sasser, Zero Defections: Quality Comes to Services", "Harvard Business Review", No. 9-10, 1990, p. 107.
• Wrzosek W., "Funkcjonowanie rynku", PWE, Warsaw 2002, pp. 67-70.
• Guiltinan J. E, Paul G. W., Marketing Management. Strategies and Programmes, McGraw-Hill, New York 1988, pp. 142-152.
• Duliniec E., Postępowanie nabywców towarów konsumpcyjnych w krajach o gospodarce rynkowej, SGPiS, Warsaw 1986, p. 191.
• Rayer S., Customer Loyalty Schemes: Effective Implementation and Management, Financial Times Retail and Consumer Publishing, London, 1996, p. 8.
• Uncles M., Do You or Your Customers Need a Loyalty Scheme?, "Journal of Targeting, Measurement and Analysis for Marketing", 1994, pp. 335-350.
• O'Brien L., Jones C., Do Rewards Really Create Loyalty, "Harvard Business Review" No. 3,1995, pp. 74-82.
• Conneran E., Lawlor K., Consumer Perceptions of the Superclub Loyalty Scheme and Its Influence on the Store Decision, "Journal of Targeting, Measurement and Analysis for Marketing" No 3, 1996, pp. 210-220.
• Dowling G., Uncles M., Do Loyalty Programmes Really Work?, "Sloan Management Review" No. 2, 1997.
• Clark R., The Customer Loyalty Report, RJB Services, London 1995.
• East R., Harris R., Witson G., Lomax W., Loyalty to Supermarkets, "International Review of Retail, Distribution and Consumer Research", 1995, pp. 99-109.
• Tesco PLC. Getting to the top... Staying at the top?, INSEAD, Fontainebleau 1999, pp. 16-18.
• Wright C., Sparks L., Loyalty Saturation in Retailing: Exploring the End of Retail Loyalty Cards?, "International Journal of Retail & Distribution Management", No. 10, 1999.
• Davies G., Loyalty Cards Can Erode Loyalty: Only Customer Relationship Programmes Can Build It, "European Retail Digest", 1998, pp. 8-13.
• Otto J., Programy lojalności w walce o utrzymanie klienta - szanse i zagrożenia, [in:] Marketing przełomu wieków. Paradygmaty. Zastosowania, Tom II, AE, Wrocław 2000, p. 49.
• Trojanowski M., W kierunku budowania więzi z klientem - nowe wyzwania dla marketingu, [in:] Marketing przełomu wieków. Paradygmaty. Zastosowania, Tom II, AE, Wrocław 2000, p. 37.
• Duffy D. L., Customer Loyalty Strategies, "Journal of Consumer Marketing" No. 5, 1998.