This study focuses on aspects of customer loyalty in the business-to-consumer sector, which looks at the relationship between companies and end consumers. As a result, the loyalty of customers in the business-to-business sector, e.g. of companies to their suppliers, is neglected. Behavioural and social science approaches to explain customer loyalty are not part of this study.
The aim of the thesis is to present an overview of customer loyalty, instruments of customer loyalty, the most important terms relevant in connection with customer loyalty and practicable methods for controlling customer loyalty management. To this end, the necessity for customer loyalty is first explained and a definition of central terms is carried out. Subsequently, different goals and variants of customer loyalty are presented. In the further explanations, an overview of the most important customer loyalty instruments within the framework of the marketing dimensions is given, which is followed by a list of prerequisites and aspects to be considered when introducing a customer loyalty system. The work is rounded off by the presentation of the correlation between customer loyalty and customer satisfaction as well as the possibilities for controlling customer loyalty management, so that this study work can be regarded as a compact "guide" through the phenomenon of customer loyalty. [...]
Inhaltsverzeichnis (Table of Contents)
- Preliminary remark
- Importance of customer loyalty
- Definitions of terms
- Customer loyalty
- Customer loyalty management
- Customer satisfaction
- Goals of customer loyalty
- Types of customer loyalty
- Situational binding
- Contractual commitment
- Economic ties
- Technical-Functional Bonding
- Psychological-Emotional Attachment
- Instruments of customer loyalty
- Product policy measures
- Services
- Secondary services
- Service-related-products
- Guarantees
- Customer-specific service design
- Services
- Price policy measures
- Discounts
- Bonus programs
- Customer card
- Complementary products
- Contracts and guarantees
- Communication policy measures
- Complaint management
- Customer Club
- Distribution policy measures
- Product policy measures
- Requirements for the introduction of a customer loyalty management system
- Strategic aspects of customer loyalty management
- The relationship between customer satisfaction and customer loyalty
- Control of customer loyalty management
- Effectiveness of customer loyalty management
- Objective measurement methods
- Subjective measurement methods
- Efficiency of customer loyalty management
- Customer gross margin calculation
- Customer-oriented process cost accounting
- Portfolio Management
- Effectiveness of customer loyalty management
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study paper aims to provide a comprehensive overview of customer loyalty, encompassing key concepts, instruments, and practical methods for controlling customer loyalty management within the business-to-consumer sector. It explores the importance of customer loyalty in today's competitive market, outlining the various types, goals, and instruments of customer loyalty. The paper also examines the relationship between customer satisfaction and loyalty, as well as the requirements and strategic considerations for implementing effective customer loyalty management systems. Finally, it delves into the methods used for controlling and measuring the effectiveness and efficiency of customer loyalty management.
- The importance and growing relevance of customer loyalty in the modern business environment
- The various types of customer loyalty, including situational binding, contractual commitment, economic ties, technical-functional bonding, and psychological-emotional attachment
- Key instruments for building and managing customer loyalty, covering aspects of product, price, communication, and distribution policies
- The relationship between customer satisfaction and customer loyalty
- Practical methods for controlling and measuring the effectiveness and efficiency of customer loyalty management systems
Zusammenfassung der Kapitel (Chapter Summaries)
The study begins with a preliminary remark, emphasizing its focus on customer loyalty in the business-to-consumer sector. The paper then delves into the significance of customer loyalty, highlighting its role in a saturated market characterized by intense competition. This chapter emphasizes the advantages of customer loyalty, such as increased profitability, customer retention, and positive word-of-mouth advertising. The paper also defines crucial terms like customer loyalty, customer loyalty management, and customer satisfaction.
The following chapters explore different aspects of customer loyalty. They present various types of customer loyalty and analyze the different goals that companies can aim for when pursuing customer loyalty. Further chapters examine key instruments for building and managing customer loyalty, covering product, price, communication, and distribution policy measures. The paper also provides insights into the requirements for successfully implementing a customer loyalty management system, highlighting the crucial role of systems, structures, and strategic considerations.
Finally, the paper delves into the relationship between customer satisfaction and customer loyalty. It examines the methods for controlling customer loyalty management, emphasizing the importance of both objective and subjective measurement methods for assessing its effectiveness and efficiency.
Schlüsselwörter (Keywords)
Customer loyalty, customer loyalty management, customer satisfaction, business-to-consumer sector, competitive market, customer acquisition, customer retention, product policy, price policy, communication policy, distribution policy, customer-specific service design, complaint management, effectiveness, efficiency, objective measurement methods, subjective measurement methods, portfolio management.
- Quote paper
- Stefan Meier (Author), 2005, Customer loyalty and customer loyalty programmes. Goals and methods, Munich, GRIN Verlag, https://www.grin.com/document/1187340
