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Purpose – The purpose of this article is to examine US cinema audiences' reactions to advertising. Cinema advertising and other failures of customer relations management by movie exhibitors explains how consumers are discouraged from going to a cinema to see newly released movies. To avoid...
Purpose – The purpose of this paper is to present a strategic framework to managing online loyalty. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2006) theoretical works in consumer loyalty and ongoing case developments in internet...
Purpose – Understanding and delivering total customer experience (TCE) in order to sustain lasting customer loyalty (LCL) is increasingly important given the pressures of commoditization, globalization and market saturation in developed countries. The purpose of this paper is to review the...
Purpose – The objective is to describe a marketing approach used by Volvo in the Australian marketplace. It appears to be a rare approach and could be perceived to some extent as being “masochistic”. Design/methodology/approach – The research is based upon a case study. The term...
Purpose – The purpose of the study is to examine and develop a better understanding of triangle relationship between quality, customer relationship management (CRM) and customer loyalty (CL) which might lead to companies' competitiveness (CC). Design/methodology/approach – A research model...
Purpose – The purpose of the paper is to teach the reader how to compile a customer equity model in order to calculate the true profitability of customers. The reader can use the information to make better business decisions across their organization. Design/methodology/approach – Transaction...
Purpose – The purpose of this study is to investigate the relationship between parent satisfaction and child retention at a childcare provider. Design/methodology/approach – The survey data used in the analyses involves a sample size of 1,003 respondents, all clients of a regional childcare...
Purpose – With the average consumer receiving six million marketing messages each year, it is increasingly difficult for marketers to achieve their desired impact. The purpose of this article is to provide ideas on sustaining brand loyalty in a crowded marketplace. Design/methodology/approach...
Purpose – The purpose of this paper is to examine the fairness of loyalty programs to consumers regarding two emerging criticisms of loyalty programs: discriminating value proposition segmentation and potential exploitation of captured personal information. Design/methodology/approach –...
Purpose – Many service organisations seek to grow by selling additional different products to their existing customers. Many managers are evaluated on the level of customer loyalty in terms of cross‐product holdings – for example, the average number of bank products or insurance policies...
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