building customer loyalty through gamification interactive marketing and rewards programs

... that are resented by customers (and perhaps by employees, too) Service quality, as defined by customers, is essential for product differentiation and for building customer loyalty However, investing ... vehicle, rather than a specific brand and model Instead of worrying about styling, colors, and upholstery, customers focus on price, location and appearance of pickup and delivery facilities, extent ... quality, and then checked for conformance with quality standards long before they reach the customer (Of course, their subsequent use by customers will vary widely, reflecting customer needs and skills,...

Ngày tải lên: 07/02/2013, 09:52

... o n d P Fisk, and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A Schwartz and Dawn Iacobucci (Thousand Oaks, CA: Sage ... nature of the customer experience In all types of services, understanding and managing service encounters between customers and service personnel are central to creating satisfied customers w h ... Risch R o d i e and Susan Schultz Klein, " C u s t o m e r Participation in Services Production and Delivery," in Handbook of Service Marketing and Management, ed Teresa A Schwartz and D a w n Iacobucci...

Ngày tải lên: 21/06/2014, 04:20

... Eugene W Anderson and Claes Forneil, "The Customer Satisfaction Index as a Leading Indicator," in Teresa A Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management (Thousand Oaks, ... 26 Amy L Ostrom and Christopher Hart, "Service Guarantees: Research and Practice," in Teresa A Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management, (Thousand Oaks, CA: Sage ... extremely effective in building loyalty and referrals 130 PART TWO • THE SERVICE CUSTOMER service guarantee: a promise that if service delivery fails to meet predefined standards, the customer is entitled...

Ngày tải lên: 21/06/2014, 04:20

... SERVICES 177 large customers are more profitable But a large customer w h o makes extensive demands on a supplier may, in fact, be less profitable than a small and undemanding customer Controlling ... soon as customers request it >- Payment is handled politely and expeditiously (with all major credit cards accepted) >• Guests are thanked for their patronage and invited to come again >- Customers ... discuss the relationship between pricing and demand ^> understand yield management and how it relates to price elasticity ^ describe the key issues in designing and implementing pricing strategies...

Ngày tải lên: 21/06/2014, 04:20

... Teresa A Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management (Thousand Oaks, CA: Sage Publications, 2000), 191-200 Leonard L Berry and Manjit S.Yadav, "Capture and Communicate ... specific companies and their brands Build awareness of and interest in an unfamiliar service or brand Build preference by communicating the strengths and benefits of a specific brand Compare a service ... include personal selling, telemarketing, customer training, customer service, and word of mouth personal selling: two-way communications between service employees and customers designed to directly...

Ngày tải lên: 21/06/2014, 04:20

... n c e customers' overall brand experiences The "Branded Customer Experience" Customer satisfaction—the deep kind of satisfaction that builds loyalty doesn't result from any one thing A customer' s ... identifies a company's services and differentiates it from competitors Strong brands enable customers to better visualize and understand intangible products They reduce customers' perceived monetary, ... large new hotels in the city, and the Grand Hotel had just started a major renovation and expansion project CHAPTER TEN • SERVICE POSITIONING AND DESIGN To better understand these competitive threats,...

Ngày tải lên: 21/06/2014, 04:20

... believe customers expect and customers' actual needs and expectations T h e standards g a p — t h e difference between managements perceptions of customer expectations and the quality standards ... 12.7 shows, customer FIGURE 12.7 Benefits of Customer Satisfaction and Service Quality Source: C H Lovelock, P G Patterson, and R H Walker, Services Marketing: Australia and New Zealand (Sydney: ... costumed employees of theme parks like Disneyland and Legoland contribute to the sense of fun and excitement that visitors encounter on arrival and throughout the service experience Alternatively,...

Ngày tải lên: 21/06/2014, 04:20

... o n d P Fisk, and Joby John, "Services as Theater: Guidelines and Implications," in Handbook of Service Marketing and Management, ed.Teresa A Schwartz and Dawn Iacobucci (Thousand Oaks, CA: Sage ... nature of the customer experience In all types of services, understanding and managing service encounters between customers and service personnel are central to creating satisfied customers w h ... Risch R o d i e and Susan Schultz Klein, " C u s t o m e r Participation in Services Production and Delivery," in Handbook of Service Marketing and Management, ed Teresa A Schwartz and D a w n Iacobucci...

Ngày tải lên: 21/06/2014, 13:20

... the value of a customer who remains loyal to a firm =^ provide examples of customer loyalty programs =£> identify different types of customer misbehaviors and strategies for handling them 97 ... encounter Customer data can also be used to personalize the service CHAPTER FIVE • RELATIONSHIP MARKETING AND CUSTOMER LOYALTY 101 given to each customer In large companies with substantial customer ... and shouting angrily, or perhaps icily calm and mouthing off insults, threats, and obscenities 19 Things don't always work as they should: CHAPTER FIVE • RELATIONSHIP MARKETING AND CUSTOMER LOYALTY...

Ngày tải lên: 21/06/2014, 13:20

... SERVICES 177 large customers are more profitable But a large customer w h o makes extensive demands on a supplier may, in fact, be less profitable than a small and undemanding customer Controlling ... soon as customers request it >- Payment is handled politely and expeditiously (with all major credit cards accepted) >• Guests are thanked for their patronage and invited to come again >- Customers ... discuss the relationship between pricing and demand ^> understand yield management and how it relates to price elasticity ^ describe the key issues in designing and implementing pricing strategies...

Ngày tải lên: 21/06/2014, 13:20

... Teresa A Schwartz and Dawn Iacobucci, Handbook of Service Marketing and Management (Thousand Oaks, CA: Sage Publications, 2000), 191-200 Leonard L Berry and Manjit S.Yadav, "Capture and Communicate ... specific companies and their brands Build awareness of and interest in an unfamiliar service or brand Build preference by communicating the strengths and benefits of a specific brand Compare a service ... include personal selling, telemarketing, customer training, customer service, and word of mouth personal selling: two-way communications between service employees and customers designed to directly...

Ngày tải lên: 21/06/2014, 13:20

... believe customers expect and customers' actual needs and expectations T h e standards g a p — t h e difference between managements perceptions of customer expectations and the quality standards ... 12.7 shows, customer FIGURE 12.7 Benefits of Customer Satisfaction and Service Quality Source: C H Lovelock, P G Patterson, and R H Walker, Services Marketing: Australia and New Zealand (Sydney: ... costumed employees of theme parks like Disneyland and Legoland contribute to the sense of fun and excitement that visitors encounter on arrival and throughout the service experience Alternatively,...

Ngày tải lên: 21/06/2014, 13:20

... dealing "with customers Service encounters are potentially "a three-cornered fight," with the customer (demanding attention and service quality) and the organization (demanding efficiency and productivity) ... advantage and cost savings Reduce costs; provide convenient access for suppliers and employees Customers may find location unattractive and inaccessible Standardization Keep costs low and quality ... where customers are encountered, and the internal operations of the organization 326 PART FIVE • INTEGRATING MARKETING, OPERATIONS, AND HUMAN RESOURCES (such as the customer' s body language), and...

Ngày tải lên: 21/06/2014, 13:20

... lower turnover and are more likely to remain loyal Profit margins tend to be higher, and the organization is free to focus its marketing efforts on reinforcing customer loyalty through customer retention ... that many dot-coms had failed to understand that branding is not a strategy and that brand recognition alone doesn't necessarily lead to usage and brand loyalty Source: Marcia Vickers, "Models ... their customers This development requires new efforts to understand and record customer needs so that representatives of the firm can reach out to each customer across time and geography T h e interactive...

Ngày tải lên: 21/06/2014, 13:20

... emphasis on identifying and understanding customer needs, Customer loyalty drives profitability and growth Customer satisfaction drives customer loyalty Value drives customer satisfaction Employee ... promises and educate customers; pricing is based on value; monitors customer usage and operates loyalty programs; uses a variety of research techniques to measure customer satisfaction and obtain ... links between profit; revenue growth; customer loyalty; customer satisfaction; value delivered to customers; and employee capability, satisfaction, loyalty, and productivity Although there's a...

Ngày tải lên: 21/06/2014, 13:20

... their success and brand strategy on CSR and sustainable lifestyles marketing We tried to understand the profile of pioneering companies, the specificities of their marketing approach and, finally, ... to customers through leaflets, posters and specific training programs for employees (Nature & Découvertes) Strong relationship with NGOs Either through charitable donations, cause-related marketing, ... magazine ads and a preorder website for Prius customers which generated 6,200 pre-orders and 80,000 handraisers • The campaign itself mixed TV and Radio ads on both national networks and local stations,...

Ngày tải lên: 23/03/2014, 04:21

... collection, and viral marketing to foster deep, ongoing relationships between brands and individual gamers Through ‘‘dynamic product placement,’’ ads can be incorporated into the game’s storyline, and ... theory, social network and behavioral analysis, data mining, and statistical modeling [58,59] A number of these research and development efforts are focused on interactive marketing technologies ... digital marketing system, advertising, editorial content, measurement, and content delivery have been intertwined [8] Through our analysis of the major trends and practices in digital marketing, ...

Ngày tải lên: 29/03/2014, 20:20

... Wong and Zhou, 2006; Story and Hes s, 2006; Reichheld, 2003; Pleshco and Baqer, 2008; Cheng et al., 2008; Mittal and Kamakura, 2001; Oliver, 1999: Sự trung thành  Marandi (2006); Lages Fernandes ... Cronin and Taylor, 1992; Cronin et al., 1997; Lages and Fernandes, 2005; Cheng et al., 2008; Spreng and Singh, 1983; Oliver, 1980: thỏa mãn  Bowen Chen, 2001; Cooil et al., 2007; Ples hco and Baqer, ... tiêu dùng định mua sử dụng dịch vụ họ cảm thấy dịch vụ giúp họ nâng cao giá trị cá nhân (Lages and Fernandes, 2005) Chuỗi yếu tố gồm giá trị – thái độ – hành vi thấy hành vi trước mua dịch vụ, ví...

Ngày tải lên: 05/06/2014, 12:45

... known cases MBR can find and flag them for further investigation Customer response prediction The next customers likely to respond to an offer are probably similar to previous customers who have responded ... neighbor is found, and so on until the desired number are available In this case, the number of neighbors is two and the nearest ones turn out to be Shelter Island (which really is an island) way out ... of the neighborhood and the amount of adjustment Initially, the neigh­ borhood is rather large, and the adjustments are large As the training contin­ ues, the neighborhoods and adjustments decrease...

Ngày tải lên: 22/06/2014, 04:20