How to better use a loyalty card to communicate and to establish a relationship with the customer | |
| Author | Pageaud, Nicolas |
| Call Number | AIT RSPR no.SM-04-49 |
| Subject(s) | Localty Customer loyalty Consumer satisfaction |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration. School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ;|vno. SM-04-49 |
| Abstract | Nowadays, it is more important than ever in firms' sh·ategies to communicate clearly to customers, to have a relationship with them in order to keep them. Each customer must be approached and considered as a privileged one. Indeed, according to Pareto's 80/20 rnle, it is stated that 20% of customers usually provide 80% of a fom's profit. Moreover, the cost of keeping a customer is generally up to 5 times less than the cost of gaining a new one. This is why it is more than imp011ant to establish a h·ustful relationship with existing customers and to communicate clearly and honestly towards them: they are those really providing the money. And, actually, loyalty cards are one way marketing & external communication departments generally use to get new customers and above all to keep the existing ones. But often, these loyalty cards only have supporting roles in the firm sh·ategy. This research aims to study the use of loyalty cards as way of communication towards the customers and establishment of a deep relationship with the existing ones. The research will also try to define a new manner to better use the huge potential of loyalty cards in a relationship marketing strategy perspective. |
| Year | 2004 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-04-49 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimitt, Nicholas J. |
| Examination Committee(s) | Zimme1mann, Willi ;Swierczek, Fredric W. |
| Degree | Research Studies Project Report (M. Sc.) - Asian Institute of Technology, 2004 |