The management of loyalty in the industrial market based on customer life cycle.
Creators
Description
Based on the above analysis are identified such categories as "consumer loyalty in the industrial market" and "consumer loyalty management in the industrial market". There were identified priority areas of the industrial market for which the formation of a loyalty management system is the most relevant. There also were highlighted the consumer groups in the industrial market by the level of their loyalty. Behavioral and emotional loyalty indicators were offered to the company to provide clearer information on which group the client belongs to.
Was proposed to determine management decisions according to customer life cyc.
The application of loyalty management for the industrial sector was considered with the definition of communication channels and sales skills required at each stage of the customer's life cycle
Files
13.pdf
Files
(748.6 kB)
| Name | Size | Download all |
|---|---|---|
|
md5:c5a539948b2a6011eda0e8509b9ec9ed
|
748.6 kB | Preview Download |
Additional details
References
- 1. Zozulov, O.V. and Klyachenko, I.O. (2012), "Brand loyalty programs for consumers", Aktualni problemi ekonomiki ta upravlinnya : zbirnik naukovih prats molodih vchenih, vol. 6, available at: URL: https://ela.kpi.ua/handle/123456789/12367, (Accessed 12.04.20).
- 2. Coyes, S. and Gokey, T. (2002), "Customer Retention Is Not Enough", The McKinsey Quarterly vol. 2.
- 3. Rajkhel`d, F. and Til,T. (2005), E`ffekt loyal`nosti: Dvizhushhie sily` e`konomicheskogo rosta, priby`li i neprekhodyashhej czennosti [Loyalty Effect: Drivers of Economic Growth, Profit, and Enduring Value], Vil`yams, Moskow, Russia.
- 4. Ageeva, Yu. (2005), "Satisfied - doesn't mean loyal", Russkij polis (Moskva). Vol. 22.09.2005. pp. 64-66.
- 5. Yurlov, S. (2005), "Shine of Loyalty", Iskusstvo upravleniya (Moskva). Vol. 13.04.2005. pp.2
- 6. Shirochens`ka, I. P. (2008), "Basic concepts and methods of measuring loyalty", Marketing v Rossii i za rubezhom, vol. 2.
- 7. Bazherina, K. and Bibik, I. (2020), "Features of loyalty management in the market of banking services", Efektyvna ekonomika, [Online], vol. 1, available at: http://www.economy.nayka.com.ua/?op=1&z=7849 (Accessed 21 May 2020). DOI: 10.32702/2307-2105-2020.1.96
- 8. Bazherina, K.V (2014), "Application of the theory of threshold values in measuring consumer loyalty", Formirovanie ryinochnyih otnosheniy v Ukraine, pp. 88-93
- 9. Jacoby, J. and Chestnut, R. (1978), Brand Loyalty: Measurement and Management. New York: John Wiley and Sons, Inc.
- 10. Oliver, R. Satisfaction, A. (1997), Behavioral Perspective on the Consumer. New York: McGraw-Hill Inc.