The American Express Launched A Coalition Loyalty Program

The American Express Launched A Coalition Loyalty Program
considered."
Background
In May '15 American Express launched a coalition loyalty program called Plenti. Under coalition loyalty programs, members can earn and redeem
points by shopping at participating merchants (e.g., Exxon, Macys, Rite Aid and ATT.) The program helps consumers to earn rewards faster and lead to
better engagement and provides merchants and opportunity to attract new customers and run cross–promotional campaigns. The biggest challenge in
launching the program was signing up merchants and building an economic case for shifting away from proprietary programs and collaborate for
collective benefit.
We were in negotiations with Rite Aid to join the program. Under their oldloyalty program (Wellness+), Rite Aid issued reward dollars (+UPs).The
dollars could be used for purchase within their stores over next two weeks while in Plenti program the points (1 point = 1 cents) are valid for three
years and can be redeemed at any participating merchant. Rite Aid was concerned that if they joined Plenti, customers will continue to earn points at
Rite Aid but with more redemption options and longer validity, the redemptions will be skewed towards other merchants especially the "Grocer"
Partner. In effect, they will be subsidizing a loyalty program for the "Grocer".
Challenge
As part of the negotiations, our team was tasked to identify and propose "Performance Guarantees" to address Rite Aid's concerns.
With no data and uncertainty about other merchants who will join the
... Get more on HelpWriting.net ...

Customer Loyalty : A Brand Image Essay
Our text explains that "customer loyalty is the degree to which a customer will select a particular brand when a purchase from that product category is
being considered," (Levens, 2012, p. 72). This loyalty is present in the relationship that a brand has engaged with the customer, and the resulting
attachment the brand has with a consumer (Levens, 2012, p. 72). It is the loyal customer that is most highly sought after by companies, in order to
generate the most positive brand image, retain the customer, for the ultimate goal of generating the greatest profit (Levens, 2012, p. 72). The most
important goal, other than retaining the loyal customer and persuading others to join them, is evaluating the important customer relationship to
determine greatest profitability (Levens, 2012, p. 72).
According to our text, there are some brands that choose to offer a reward program in the effort to develop customer loyalty (Levens, 2012, p. 76).
Loyalty programs have long been a standard marketing tactic. In the U.S., before the 1900s, S&H Green Stamps encouraged shoppers at participating
retail shops in order to exchanged collected stamp books for household items. From the 1990s, till phased out before 2010, major cigarette companies
used to their reward programs to foster an already problematic habit by exchanging fun lifestyle items, like coolers, luggage and sporty accessories, for
coupons received on purchased cigarette packs. What a gimmick, to make the consumer think that

Loyalty Program and Frequent Shopper Program
Service Request SR–kf–013 Frequent Shopper Program Paper
Gerard Gonzalez
Business Systems/BSA310
October 7th, 2010
Joseph Gorman
Service Request SR–kf–013
Kudler Fine Foods founder and manager, Kathy Kulder, has requested information on developing a system to track customer purchases through a
Frequent Shopper Program. This Program will award loyalty points for redemption to repeat customers. Purchases made by customers whom participate
in the program will be tracked and converted into loyalty points for redemption for future purchase, gift items, and other products or services made
possible through partnerships with external companies. The following will cover information and recommendations for Kudler Fine Foods Frequent
Shopper ... Show more content on Helpwriting.net ...
Halagera also goes on to say "A 2% increase in customer retention has the same effect on profits as cutting costs by 10%." (Halagera, n.d.). This
shows that keeping customers returning to Kulder Foods will increase business. The Frequent Buyer Program will promote repeat buisness in Kulder
Foods and will aid in profit increase, so long as the customer is satisfied with Kulder's Foods products and services. Although there are a lot of upsides
to the Frequent Shopper Program, there are also concerns that Kulder Foods will have to take into account.
The overall cost for the Frequent Buyers Programs must be monitored consistently by Kulder Foods. Kulder must ensure that redemption estimates are
perceived higher to the customer than actual cost to Kulder(MTI Market Techniques and Innovations Inc., n.d.). As well as ensuring redemption is cost
effective, Kulder will also have to make sure points are realistic and appealing to customers. Customers must feel as if these points are attainable, and
easily usable. This will help keep customers interested and keep them using the program.
Kulder Fine Foods will see increased profit with a Frequent Shoppers Program. It will undoubtably help with repeat business and customer loyalty. To
keep the Frequent Shoppers Program running smoothly, Kulder will have to ensure that it stays up to date with customers information and shopping
data. Kulder Foods must also ensure they will keep customers

Factors Affecting Brand Loyalty
Reducing marketing costs
Positive word of mouth
Business profitability
Increase market share
A competitive advantage in the market etc.
In addition to that Lin (2010) also specifies loyalconsumerspurchase more products and loyal consumers are less–price sensitive and pay less attention
to competitors' advertising. Therefore, when taking in to consideration of above mentioned benefits, it clearly represents the positive impacts of brand
loyalty towards a firm. Furthermore Khraim (2011) also confirms that the brand loyalty is vital for afirm to make sure that its brand is kept in the minds
of consumers and avoidconsumers from switching to other brands. There are many forces drawing consumers away such as competition, customers'
thirst for variety, etc. hence obtaining and maintaining loyalty for a particular brand is not an easy task thus marketers should clearly understand how
loyalty factors can affect consumer buying behavior in the marketplace and find out ways and means to gain brand loyalty towards their
productsKhraim (2011). ... Show more content on Helpwriting.net ...
Different authors have given many ideas, perceptions about those factors according to their experiences. Henceforth, an explanation about each factor
and the relationship of each factor with the brand loyalty based on prior studies can be shown as

The American Express Launched A Coalition Loyalty Program
Background
In May '15 American Express launched a Coalition loyalty program called Plenti. Members of Plenti can earn and redeem points by shopping at
participating merchants (e.g., Exxon, Macys, Rite Aid and ATT.) The biggest challenge in launching the program was signing up merchants and
building an economic case for shifting away from proprietary programs.
As part of efforts, we were in negotiations with Rite Aid to join the program. Under their old loyalty program (Wellness+), Rite Aid issued reward
dollars (+UPs).The dollars could be used for purchase within their store over next 2 weeks while in Plenti the points (1 point = 1 cent) are valid for 3
years and can be redeemed at any participating merchant. Rite Aid was concerned that if ... Show more content on Helpwriting.net ...
One option was to guarantee dollar value of points redeemed at Rite Aid However, in their old loyalty program, all points were redeemed in their
stores, so the guarantee had to be equal to their point issuance. Rite Aid was planning to issue $75M worth of points so the proposal represented a large
risk.
Alternatively, we could have offered them exit rights linked with in–store redemptions but that would have created an uncertainty and would have been
against spirit of coalition.
We finally proposed ratio of points redeemed at Rite Aid to Rite Aid issued points redeemed at other sponsors would always be greater than 1. The
ratio implied on Cash flow basis the program will be neutral for Rite Aid. The proposal guarded us against slow adaptation and penalized only if
redemptions at Rite Aid were lower than other sponsors.
We did not have any data to inform the metrics. Even though we were confident about meeting the metrics in the long term as Plenti envisioned signing
"earn only partners" (where customers will earn points, but will not redeem them) but in the short term it was a challenge to estimate it.
The proposed guarantee had two major drivers, firstly, how many Rite Aid issued points will be redeemed in each year and secondly how many Rite
Aid issued points would be redeemed at Rite Aid vs. other merchants.
We used data from international loyalty programs (Nectar, Air miles) and estimated 80% of the points

Case Study : Hilton Hhonours Worldwide Loyalty Wars
Justin Bryant
Case 14
Hilton HHonours Worldwide: Loyalty Wars "Hotel Raise the Ante in Business
–Travel Game." This was the headline in The Wall Street Journal that
raised a predicament for the head of Hiton HHonors Jeff Diskin. Hilton is one of the largest hotel chains internationally that has been a large access
known for their guest reward program to keep their customers happy and wanting to come back. When Starwood Hotels and Resorts Worldwide Inc., a
large competitor, unveiled an aggressive frequent–guest program to attract more business travelers to their hotels using a 50 million dollar budget,
alarms went off inside the Hilton Corporation's head. Jeff Diskin shared a quote that displayed his concern for the competitor's advancement; "These
guys are raising their costs, they're probably raising mine too. They are reducing the cost–effectiveness of the industry's most important marketing tool
by deficit spending against their program. Loyalty programs have been at the core of how we attract and retain our best customers for ever a decade.
But they are only as cost–effective as our competitors let them be." The business traveler market is one third of Hilton's overall guests. The Hilton
brand was controlled by two unrelated programs, Hilton Hotels Corporation (HHC) stationed in Beverley Hills California, and Hilton International
(HIC) established in London, England. In 1997, the two corporations unified to Hilton Worldwide. By merging into one, the companies

Customer Loyalty Programs At The Rapid Changing Business...
In the rapid changing business world, customer loyalty becomes very important (Dick & Basu, 1994). Thus, lots of company use customer loyalty
programmes to increase their customers ' loyalty. Customer loyalty programmes are utilized by companies to offer clients with incentives to purchase
their services or goods (Bolton & Kannan, 2000). When a client purchases services or goods, the entity provides the client with award credits or points.
The client consequently redeems these points for rewards like discounted or free services or goods. The customer loyalty programmes are operational
in different ways. Firstly, consumers must attain a minimum value or number of points prior to redeeming them. Secondly, the consumer might earn
award... Show more content on Helpwriting.net ...
In order to deal with this variance and to improve comparability and consistency, the AASB issued Interpretation 13, consumer loyalty programmes
(Mackenzie et al, 2011). AASB 13 necessitates that income be deferred when the consideration offered to a client in association with a loyalty
programme warrants the client to a discount on a purchase in the future. The consideration is usually allocated amongst the diverse constituents of an
arrangement utilizing fair values. Liability for deferred revenues must be recorded on the basis of the fair value of award credits. Fair value is the
amount of money that the award points could be traded for in an arm–length transactions (Leo, Hoggett & Sweeting, 2012). AASB 13 doesn't mandate a
particular scheme of the determination of fair values of the incentives, but it asserts that the quantity must be based upon the fair value to award
credits holder, not the price of ward credits redemption to the issuer. Regularly, a reasonable approximate of fair values is based upon the discount
that the clients will be given upon the redemption of the award credits. , Nevertheless, AASB 13 also concedes that in several instances, not all points
will be redeemed by the clients. Consequently, deferral of revenue must as well be based upon the fraction of the incentives that are anticipated to be
redeemed (Zack, 2009) Ernst and Young (2013) note that according to AASB 13, the award credits

Customer Loyalty : New Zealand Ltd & Greenstone Energy Ltd
Introduction
With the passage of time, loyalty programs have been extended and also utilizing showcasing instruments for attracting more customer loyalty. Towards
any business or specific organization, client's loyalty should be supposed and remunerated. Loyalty programs assured the customers that with respect
their money invested they will get more rewards and with time they become a part of an organization.
In year 1996, the Bank of New Zealand, Foodstuffs Ventures Ltd, IAG New Zealand Ltd and Greenstone Energy Ltd launched a new company named
as "Loyalty New Zealand". Loyalty New Zealand might be unknown for the customers but their main program FlyBuys becomes famous. From all
other loyalty programmes, New Zealand's is leading in the country. With FlyBuys 2.6 million card holders are connected, daily 300,000 transactions
can be done and about 750,000 rewards of almost 70 million dollars should be given to customers. Approximately, FlyBuys has 75 brands and can be
handle more than 50 campaigns in each month. By promoting more rewards, these loyalty projects have better future and make the client's life better.
By utilizing loyalty projects for providing the simpler life to clients, it ensures that providing a selective system to the clients which will satisfy their
needs.
This assignment covers the topic that what are the different issues that are faced by the FlyBuys, how market penetration can be raised and attracts
more customers instead of focusing on launching of

Taco Bell Unveils Game Focused Loyalty Program
Lisa Jennings' article 'Taco Bell unveils game–focused loyalty program', published on the 15th December 2015, details how the American fast–food
chain has launched a new mobile app 'Explore'. Taco Bell's new customer loyalty program was launched late 2015, where consumers are rewarded
for "Living Mas", embodying the essence of their tagline "Living Large". Customer loyalty refers to the satisfaction and positive emotion felt by the
customer towards an organisation's product or service (). Marketers at Taco Bell have focused on creating value for their customers as they provide an
innovative program where customers simply go about their daily lives on social media. The fresh app stems from the growing competitor pressure
while also aiming to meet long–term business objectives. This new loyalty program has had exceptional reviews and both monetary and nonmonetary
success.
() describes customer loyalty as ....... Customer loyalty is a combination of relative attitude and repeat patronage. Businesses work to retain customers
who have both a high level of repeat patronage and attitude towards the company. Loyal customers translate to be more profitable over time through
related purchases, increase referrals, operating cost savings etc. Although Taco Bell dominates the percentage of market share in the Mexican–food
segment, parent company Yum! Brands desires to grow their percentage of market share in the overall fast–food industry. This forms the basis of the
company's

вЂњCustomer Loyalty Can Make or Break a Brand.вЂќ How Far Do...
"Customer loyalty can make or break a brand." How far do you agree with this statement?
Increasing number of companies put the strategy of customer loyalty into focus. Marketers from different countries come to an agreement that
combining customer development with customer retention can bring long–term impact on brand performance (Kotler, 2003). In specific, price
premium, brand awareness and market share closely associated with brand profitability count on customer loyalty. For instance, loyal customers are
inclined to pay more for a certain brand because of its inimitable value for them; there is no doubt that no alternative can instead. Similarly, as repeated
purchase of loyal customers, market share will be optimistic for the ... Show more content on Helpwriting.net ...
By and large, loyal customers will be beneficial to a brand as it can reduce the cost of marketing. Moreover, customer loyalty can be made the most of
brand extension and market penetration strategies. As a final point, "loyal customer is an asset for a brand, and has been identified as major
determinant of brand equity" (Dekimpe et al., 1997:20).
Conversely, McPhee (1963), who firstly observed the phenomenon that "small brands in a product category face twin disadvantages against the big
brands: fewer buyers and lower purchase frequencies among these buyers", named it "double jeopardy" (DJ) effect. In going through likely theoretical
reports of DJ, Ehrenberg et al. (1990:82) recommend two market–level clarifications. The first one concerns differences in consumer acquaintance to
"marketing mix efforts of a brand (e.g. advertising, promotion, discount, distribution points, and point–of–purchase display)". Owing to less consumer
acquaintance, small brands will be swayed by fewer buyers and lower purchasing repetition rate. The second one related to "stochastic models of
buying behavior (e.g. the Dirichlet model)". For instance, previous study has revealed that the average customer of small brands present a less
preferred attitude and demonstrates lower loyalty (Dekimpe et al., 1997:82; Bhattacharya, 1997:35) than that of big brands.
In virtually, masses of cases mentioned one of a brand's

Customer Loyalty in Retail Sector
Role of Customer Loyalty Programs in the Retailing Sector Executive Summary: Customer loyalty schemes (or programs) are explicit efforts by the
retailers in different formats to gain the long term patronage from the customers. Loyalty schemes are designed and developed for variety of reasons: to
reward the loyal customers, to generate more information about the customer behaviour, buying patterns. It also helps to influence consumer behaviour,
and as defensive measure to combat a competing scheme. The purpose of this study is to describe the objectives of the loyalty schemes, the origin its
evolution over the years, the important aspects of its implementation and strategic approaches to maximise the impact. This will also focus on the...
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A response from the customer to come back and repeatedly use the product or service is a definite indicator of the customer to be loyal. Through
loyalty programmes companies therefore can track the behaviour of customer, and trends of his activities over a period of time. It can lead to
customer behaviour where customers can book earlier, stay longer, do vacationing more often, and earn reward points for this behaviour with the
brand. So loyalty programmes provide an opportunity to learn about the customer's preferences, and expectations. Customers tend to be loyal only
when they can identify their values matching with those of the brand. This leads to brand association from the customer's with the company's logo,
brand. Eyeballs Buyers Loyalty Action Performance Consideration Awareness There are five types of the consumer behaviour which have been
measured over particular period of time span: the percentage of consumers buying a brand, number of purchases per buyer, the percentage who
continue to buy the brand repeatedly, the 100% loyal customers and the segment of population who buy other brands. Polygamous Loyalty: This is a
theory which is for the stationary markets, customer loyalty is divided into number of brands. The long run propensities to buy a particular brand for
a customer now a days is very less the primary reason being the choice of too many brands in the same sector. So polygamous loyalty is actually

Positive And Negative Factors Of Brand Loyalty: Influence...
To fully understand how brand loyalty influences customer purchasing you need to first understand what brand loyalty is as well as the positive and
negative factors that influence the consumer purchasing behavior from an academic point of view.
Brand loyalty is when customer purchasing behavior is repetitive and customers become committed to a certain brand over a long period. Customers can
become loyal to a type of brand regardless of pricing and other factors contributing to the success of a business such as location and convenience.
Businesses use loyalty programs such as loyalty rewards programs to encourage loyal customers.
It is important for a business to have brand loyalty because the main focus of brand loyalty is trying to get the ... Show more content on Helpwriting.net
...
Nostalgia also plays a role in customer purchasing behaviour because if a business provides a product or advertises their product in a way that the
customer can relate to a childhood memory then the customer is most likely going to create a long lasting relationship with that business creating a
long term brand loyalty.
Businesses making referece to childhood fashions and fads of the consumers are always well–received, especially in the sense of social media. If the
business has a long–term history with their target market, then it is best that they use it to their advantage. Businesses should experiment with different
branding and marketing campaigns that appeal to their consumers' demographics and by using nostalgia it promotes a sense of kindship, (Foster, 2016)
Customers buy what they know, they buy same brands as their parents bought when they were little or same brands people they trust bought because
they know and trust them and they know what to expect, (Rousseau & Venter,

Effective Customer Relationship Management
The Hong Kong Polytechnic University School of Hotel and Tourism Management HTM3129 Lodging Management Lecturer & Tutor: Dr. Deniz
KUCUKUSTA
Group Project Title: Effective Customer Relationship Management–Customer Loyalty Program
Class Group: Thursday, SEM004 16:30–17:30 Group Member: Leung Mei Wun, May (10626919D) Ngan Ho Shan, Iris (10571756D) Poon Wing
Lam, Yvonne (10627025D) Wan Wing Tung, Yuki (10542306D) Wu Kit Wing Ophelia (10504166D)
Date of submission: Total no. of words:
2nd December, 2010 3,491 words
1
Content Introduction & Background Objectives Importance of Effective Customer Relationship Management Why Hilton? Criteria of Effective
Customer Relationship Program Case Study–Hilton Hotels п‚· п‚· п‚· About HHonours ... Show more content on Helpwriting.net ...
Successful CRM is crucial in maintaining the business so that partner companies would keep the strong cooperation bond and alliance. For instance,
hotel reward points for air ticket programme would require both hotel and air company to work together for planning and development. Thirdly,
effective customer relationship management smoothens daily operation. The speed of transaction with linkage to loyalty reward schemes will be
fastened if an effective system is developed. This could easily track customers' data, preferences, any record that is needed once loyal guests return.
Entire staff would be able to know the way to serve particular guests without further question. This enhances customer satisfaction and establishes a
stronger commitment between the company and customers.
4
Why Hilton? Unlike hotels which usually adopt either Points and Rewards system, the loyalty programme in Hilton is more comprehensive and
personalized. It launches the programme – MyWay Specials, which covers most of the loyalty system discovered in hotel industry, and offer the most

flexible choices to their members. Hilton strives to be the best role model of the industry by offering HHonour guests with programmes for various
brands, targeting different types of travelers with their own interests. Within these programmes, travellers can make their own choice and select their
preferences, which ultimately attracts. Hilton HHonours programme is available within the 10 Hilton

Study of Loyalty Programs
Introduction
The literature survey has provided a base for the study and given an overview of the areas where the research could be done. It has also provided me
with the relevant facts.
Objective of the study:
Study of loyalty programs of Shoppers Stop and Pantaloons.
Are these programs really effective in enhancing the customer experience.
How much profitable does the loyalty programs prove to be, for a customer centric apparel retailer.
Most customers hold several loyalty cards of competing retailers. Past studies looking into the impact of card ownership on store loyalty showed
mixed results. Loyalty cards are effective only when customers value the rewards associated with them. This research is being done to investigate ...
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Hence a company should first figure out the basis of customer's buying decisions before building the loyalty programs in order to serve them in the
best possible manner.
The article Listening ain't enough stresses upon the fact that customer loyalty cards are used to generate information about the customers in order to
serve them better by developing products and services according to them. But these alone are not enough for gaining advantage over the competitors.
Trained staff with a heart to serve the customers with customer–centric approach could help in gaining the advantage.
A similar research Loyalty in Retail: A strategic success or a management failure states that successful loyalty programs do not exist in vacuum. The
loyalty cards provided by the retailers are compared to the hammer. Just as a hammer does not build a house, a loyalty card does not build customer
loyalty. Customer loyalty has been used as a strategic approach in increasing customer value and thus providing a good customer experience but it
doesn't work alone. A brand value has to be created in which involvement of the staff, quality of the products, knowledge about the customers etc. are
required.
Shoppers' Stop's customer loyalty program is called The First Citizen (Annexure X) and Pantaloons customer loyalty program is Green Card Program
(Annexure XI) through

Impact Of Brand Loyalty
The impact of Brand Loyalty on Consumer preferences By Muhammad Faizan EP–110253
ABSTRACTS: This research investigates the impact of Brand Loyalty on consumer preference. Independent Variables selected for this research were
Brand Image, Brand quality, Brand perception to explore the impact of these independent variables on Consumer preference (Dependent variable). For
this purpose, Primary research has been conducted. The questionnaire survey for this research study was administered among the population mainly at
the different Universities. For this research study, asample size of 250 respondents has been taken into consideration. University students constitute the
sample for this research study using random sampling (non–probabilistic) used as a sampling ... Show more content on Helpwriting.net ...
Brand loyalty is a competitive advantage for the brands. Brand loyalty is found to have a positive influence on the performance of the product. it is
known to increase the financial benefits associated with the product. brand loyalty has a positive and direct relation with the financial performance of
the company. The revenue generated from a product increases. When a customer buys a product and product satisfies the consumer need, the customer
become satisfied. The satisfactory post purchase behavior of a consumer propels the consumer for buying a product again and again. This
repurchasing behavior of a consumer increases the sales of a product and ultimately increases the revenue of a product. The financial performance of a
product enhances as the revenue increases, the profitability of the product also increases. Brand loyalty sticks consumer to a brand and does not switch
to other

Loyalty Of Loyalty And Loyalty
Loyalty
Loyalty is something I take very seriously, because loyalty is everything, whether it's a friendship, relationship or just trusting someone. Putting your
trust in someone and being loyal to them is something that is hard to come by.
The way I was brought up and the things that were taught to me are the things that built me to be the genuine, loyal and honest person I am today.
Sometimes in life things get hard and you turn to others to talk to , vent to or rely on for comfort, but sometimes you have to be careful who you
talk to and share information with because you never know who is trying to kick you when you are down. That's where you have to take a look at
your surroundings and ask yourself if the people you associate with and talk to be the people you can trust with your business. This is where the
loyalty comes in, when you trust someone you have your guard down and I've experienced this first hand and if they are people you trust you should
never worry about hearing your business from others.
There came a time when I found myself alone and going through some tough things and I leaned on the people I could trust, or so I thought. I had
just started my freshman year and I had two best friends that I was close with, Tory and Gabby. I trusted them with anything they had my back and I
had theirs. Two weeks after school had started back up Tory had been talking to someone and had been telling all my business about my personal
problems. I thought I could trust

Brand Loyalty : Brand And Product
Brand loyalty occurs in every service brand or product and creates a desirability around the brand in the consumer's eyes to invite them to want to
make repeat purchases. Always turning to that brand to satisfy a need trying to be fulfilled. Whether it's a product or service that is used or a product
that is consumed brand loyalty exists, Brand loyalty is built on the basis of every interaction a customer has with your service. The key to brand loyalty
is to always meet or surpass expectations with every customer encounter.
When customers become loyal, they are not only buying your product or service, they become emotionally attached to your brand. They may mention
your brand to their friends and family endorsing your brand through word ... Show more content on Helpwriting.net ...
It's important to communicate to your customers your company's mission so it is clear what sets you apart from your competitors. Target your
customers to think of your brand as a living, breathing person they can trust. They need to know that your brand is the one they should turn to
when faced with a dozen choices. Offer your customers a dependable, completely trustworthy choice that will never disappoint. Find out what your
customers are desiring to feel and make your brand help them feel ("How to build a brand" .www.wikihow.com. N/P. N/P. November 28, 2015). A
slogan or a motto will help customers become familiar and connect with your brand. The words should be closely affiliated with your mission
statement, and unforgettable for people to repeat to each other and recognize it. Designing a great logo will also be useful to help embed your brand
in your customer 's mind. When someone sees a check mark, they think Nike. Your logo must be well designed and the colors must represent your
brand. These colors will be used as often as possible on advertising materials to help propel your brand. You want yourbranding to be easily recognized
and quickly remembered. The best way to do this is to be unique but also to be simple ("How to build a brand" .www.wikihow.com. N/P. N/P.
November 28, 2015). Communicating the importance of your brand to your

Net Promoter Score Is A Customer Loyalty Metric
Introduction to Net Promoter Score
Net Promoter Score Defined
The Net Promoter Score is a customer loyalty metric that is used to gauge the loyalty of an organization 's customer relationships by asking how likely
the customer is to recommend the organization to others. It serves as either an alternative or a supplement to traditional customer satisfaction surveys
and is often correlated with revenue growth. NPS measures both customer satisfaction and brand loyalty.
How NPS is calculated
NPS defines customers as either Detractors (actively warning against the brand) or Promoters (actively recommending the brand) on a scale from –100
to +100. A quick primer in analyzingNet Promoter Score:
–100Detractors
–50Poor score
0Average/good
+50Excellent score
+100Promoters
Ratings close to –100 indicate a large number of detractors to the organization, while scores close to +100 indicate a large number of active brand
promoters. Any positive score is good, and generally, scores above +50 are considered excellent on the scale.
The origins of NPS
Out of a desire to understand what would stimulate and sustain an organization 's growth, Fred Reichheld and a team from Bain & Company launched
a research project that would help them determine a means of understanding how customer feelings and affinities affect actual behavior, beyond basic
customer satisfaction surveys.
Working with data supplied by Sat metrix, Reichheld 's team tested several questions to see how

Literature Review On Brand Loyalty
Over time, businesses have recognised that brand loyalty plays a key role in sustaining steady demand and sales flows over time (Aaker, 1991). In
fact, Gralpois, (1998), as cited by Lodorfos, Mulvana and Temperley, (2006), labels brand loyalty as a fundamental asset of any business. Findings by
Keiningham et al., (2006) have shown that it costs on average, five times more to replace a customer than it does to retain one. This underlines how
businesses cannot afford to lose loyal customers and simply replace them with new customers. Subsequently, this has become a major reason why so
much research is focused on achieving a better understanding of customers' loyalty behaviour (Dick and Basu, 1994) (Liebermann, 1999).
In this Literature Review, the author will focus specifically on the definition of brand loyalty, how brand loyalty has developed and finally, how to
manage and measure the loyalty ... Show more content on Helpwriting.net ...
If we compare this to the older and more common definition by Jacoby and Kyner, (1973), who saw brand loyalty as a mere repeat customer, we see
the development of brand loyalty over time.
These definitions have developed due to the development of the brand loyalty concept itself. What started off as a single dimensional approach, has
now evolved into a tri–dimensional concept. Initially, researchers looked at brand loyalty just as a behavioural loyalty, e.g. repeat buying behaviour,
(Berkowitz, Jacoby and Chestnut, 1978).
This was until Day, (1969), developed a two–dimensional concept of brand loyalty, stating that brand loyalty was attitudinal as well as behavioural. He
suggested that consumers repeating purchases over time wasn't brand loyalty on its own, but that consumers have emotional attachments to brands, and
that is why they favour certain brands over

What Are The Factors That Affect Brand Loyalty?
Brand Loyalty And The Factors That Affect It: A Study Of Dangote Sugar Refinery
BY
BALOGUN SHERIFF
ABSTRACT
The purpose of this research is to investigate the idea of choice in a marketing context, if there is such a thing as a choice and if so, what does the
idea of loyalty amount to in terms of suspended will by way of instilling into a consumer the sense of loyalty towards a brand, a product or a service and
the factors that are responsible for brand loyalty especially in the Nigerian Sugar Refineries. Previous research had shown that product quality has an
effect on brand loyalty but there is still little or no literature discussing the extent to which product quality influences brand loyalty and none of the
product quality models adopted for the Nigerian market. The qualitative and quantitative research methods were used; interviews were conducted on
four Dangote Sugar Refineries personnel ... Show more content on Helpwriting.net ...
The research results showed that product quality was not the strongest factor that led to brand loyalty but market inertia and that product quality was
more likely to lead

Decision Maker At Loyalty New Zealand
Case Study Analysis
"Decision maker at loyalty New Zealand" is a real situation case study analysis for Fly buys. It describes the decision making by Chris Lamer for the
continuous growth of Fly buys in New Zealand. It explained that Fly buys is the top fifth largest loyalty program all around the world. It was
established by Bank of New Zealand, Food stuffs Ltd and Greenstone energy Ltd with some other companies to recognise and reward the new and
existing consumers of New Zealand for their consuming. It is leading loyalty association in New Zealand and Australia where it peak its success.
It further explains that Chris Lamer, a long prize winner in the various streams like Wellington "Love Affairs" joined the Fly buys in 2007 as a
Head of customer engagement. Chris decided to relaunch the brand of Fly buys which resulted in best consumer services and marketing award for
Fly buys in 2008. Chris was announced the marketer of the year. The case study provides a description about the spending habits of people in New
Zealand by using Fly buys, benefits of using Fly buys and important decisions made by Chris Lamer and his team for the continuous growth of Fly
buys. It also presents three options for the continuous growth of Fly buys and explains which was selected by Chris Lamer's team and what the
reasons for selecting that one are. Chris decided to focus on stretching the brand of Fly buys by creating new products and adding more partners which
leads to less attention

Marketing Management : Brand Loyalty
The primary focus of this research is to develop and understanding the reasons for brand loyalty, as there is a literature gap in this area of marketing
management. A lot of researches been done in the past on the benefits of brand loyalty but there is a literature gap on how an organisation can build
brand loyalty. The literature of market is still debating of what compromises brand loyalty (Chaudhuri & Holbrook, 2001).
The literature review analyses the general theories surrounding the concept of brand loyalty in previously adapted marketing management guidance,
marketing science and the human communication researches with an indication as how understanding the factors contributing brand loyalty can
actually help organisations to build brand loyalty amongst consumers. The sources used for the literature review are journal of management,
information quarterly, textbooks, academic blogs, and official website publications.
The structure of literature review begins with of definition of brand loyalty and then moves to the general theories surrounding factors contributing for
brand loyalty d then a focused research on Apple's achievement of brand loyalty.
Brand Loyalty
According to Bennett, Brand Loyalty has been existence since the 1920's (Bennett & Rundle–Thiele, 2002). Brand loyalty can simply be defined as the
prejudiced behavioural purchase by consumers over the time with respect of one brand in comparison of other brands with similar functions due to
psychological

Consumer 's Decision Dilemma And Brand Loyalty
ABSTRACT
Consumer's decision dilemma and brand loyalty in a low involvement product category by
Abhishek Rahul
Consumer's dilemma, caused by product similarity, choice and/or information overload, and the presence of ambiguous information, can negatively
affect consumers' decision making and thereby also companies profitability. The purpose of this quantitative study was to
Investigate how the three variables (i.e. similarity, overload, Uncertainty) affect consumer's decision postponement andbrand loyalty, concerning low
involvement products. A conceptual framework based on consumer behavior– and consumer confusion literature, was utilized to form six hypotheses
predicting the causality between the different variables. After validating and adapting the space to data gathered through a survey, regarding Indian
Population purchasing habits of Biscuits, 2 standard multiple regressions revealed that one hypothesis was supported; overload confusion proneness
decreases brand loyalty in a low involvement product category. All implications were then discussed from Practitioners and researchers points of view,
concluding with possible limitations and further research.
Contents
1.Introduction.......................................................................................................................................... 8
2.A need for Shift in Research ............................................................................................................. 8–10
3.Research Design................................................................................................................................... 9–11
4.Research Literature

Cabo San Veijo: Rewarding Loyalty Program
CABO SAN VIEJO: REWARDING LOYALTY
–Ankita Singh
CONSTRUCTING CUSTOMER LOYALTY PROGRAM:
We go through 7 strategy steps to design a loyalty program for Cabo San Viejo which are as follows:
STEP 1: PRESENT SITUATION ANALYSIS & GAP ANALYSIS
Before we suggest a customer rewards or loyalty program, it is important to understand what is the company's long term vision, For whom this program
is to be implemented i.e. who are the company's best customers, what are their needs and expectations, the reasons for having such a program and the
expected outcome. So the first question is:
What is Cabo San Viejo's long term vision? Was the company directing its activities in overall achievement of this vision?
The vision of the company was to ... Show more content on Helpwriting.net ...
Around 3500 new guests arrive each year of which 32% revisited within 5–6 years and 62% of repeat visitors returned again within 5–6 years. The
primary reason for not returning was the high costs. Here we reiterate that to attract more repeat customers, value must be offered.
STEP 3: POTENTIAL PROGRAM IMPACT
In order to measure the impact, we first need to understand the reasons for implementing a loyalty program.
Why does Cabo San Viejo need a customer loyalty program?
Retention: One of the primary reasons for most loyalty programs is o retain the loyal customers by appreciating them and the business they generate for
the company by making them feel special and good about their association with the company.
Offer enhanced value proposition: A loyalty program which offers a value deal to its customers who need it will get Cabo San Viejo more
patronization. However, it is to be understood that not all customers need or expect value deals.
Enhanced Satisfaction: Recognition by way of loyalty program makes a customer feel good and thus enhances satisfaction which in turn leads to more
positive word of mouth.
Positive Word of Mouth: Around 60% of Cabo San Viejo's customers called in for inquiry based on word of mouth.
Enhance image as a responsive company: Cabo San Viejo explicitly encourages customers to complain if unsatisfied. It is through such feedbacks that

Brand Loyalty, Service Quality And Satisfaction
Recent studies focused on loyalty concept in services sector. Brand loyalty is receiving great deal of attention in telecommunication sector. So there is
a need of introducing comprehensive brand loyalty model. This study attempts to provide a broad view of brand loyalty by proposing a model and
testing its potential antecedents.
The antecedents included in the research are service quality, satisfaction, trust and commitment.A pilot and main study was conducted to test the
hypotheses. A sample of 475 customers ofcellular network providers was selected. The results depict that in mobile phone network market, service
quality is considered as most important factor of brand loyalty. An indirect positive relationship of service quality and satisfaction to brand loyalty has
also been affirmed. As customer retention is critical for strategists in dynamic world of telecommunication sector. So it is important for operators to
devise well–structured customer loyalty programs for protecting the customers' base line.
Key Words: Brand loyalty, services sector, service quality, satisfaction, trust, commitment, telecommunications. Introduction
Over the past four decades brand loyalty has been recognized as a focal point of marketing literatures and for practitioners. It is considered as a
contributor to build and maintain brand equity (Aaker, 1991). Some sophisticated analyses suggest that brand loyalty reduces further marketing efforts
and cost. Statistics show that it costs 6 times less

Developing an Effective Customer Loyalty Program
Barry Berman
oyalty programs are offered by both retailers and manufacturers to stimulate continued patronage among consumers through discounts, cash, free goods,
or special services (such as free magazines on specialized topics of interest to loyalty program members). While retail cooperatives pioneered loyalty
programs through giving members allowances based on their annual purchases, the more modern use of loyalty programs began with Raleigh cigarette
coupons and with stamp–based programs such as the S&H Green Stamp Company (which offered consumers points based on purchases; these points
were redeemable for a broad selection of merchandise). The most current form of customer loyalty ... Show more content on Helpwriting.net ...
"Bud" Miller loyalty program since membership is open Distinguished Professor of Business and Director of the EMBA program at the Zarb
School of Business to all customers and each member of Hofstra University. receives the same discount regardless of his/her purchase history. Many
of these programs are able to enroll a large number of participants due to ease of registration and low member concern for privacy. For example,
Giant Eagle Advantage Card members automatically receive savings on hundreds of items in its stores as the item is scanned. There are several major
limitations to this program. According to one analysis, Type 1 programs do not reward loyal behavior; they reward card
124
UNIVERSITY OF CALIFORNIA, BERKELEY
VOL. 49, NO. 1
FALL 2006
FIGURE 1. A Typology of Loyalty Program Types
Program Type

Type 1: Members receive additional discount at register
Characteristics of Program
Membership open to all customers Clerk will swipe discount card if member forgets or does not have card Each member receives the same discount
regardless of purchase history Firm has no information base on customer name, demographics, or purchase history There is no targeted communications
directed at members
Example
Supermarket programs
Type 2: Members receive 1 free when they purchase n units Type 3: Members receive

Customer Loyalty For A Company
With more and more suppliers in the market place, customers have more diversified options regarding products, prices and shopping places. Therefore,
marketing departments gradually come up with ideas on retaining current customers which brings in the concept of customer loyalty. Customer loyalty
is the ongoing process of customers buying products or services from a specific company (Gustavsson, 2005). For most companies, retaining customers
costs less than attracting new ones and also reduces expenses on promoting products. In order to reach this aim, the organization constantly increases
customer loyalty by carrying out loyalty programs to reward the remaining customers for repeated transactions (Donnelly, 2009).
The effect of customer ... Show more content on Helpwriting.net ...
The essay begins by reviewing the literature to focus on the definition and the different ways to achieve of customer loyalty.
Engel and Blackwell (1982) regard brand loyalty as the customers' rreaction to preference, attitude and behavior towards one or more brands in a same
product category for a long–lasting time. Assael(1992) and Keller(1993) defined brand loyalty as a preferable response towards a brand which leads to
the repetitive action of purchasing over a period of time. While Gremler(1995) includes both attitude and behaviour into the scale of measurement of
loyalty. Blanchard and Galloway (1994) and Heskett et al (1990) believed that customers assess the value gained from a transaction or service, thus
resulting in customer satisfaction.. It is also related to the value expected from the transactions with competitors (Zeithaml et al., 1990). The
relationship between customer satisfaction and customer loyalty is the most significant one in the business market on account of the implications for
companies' marketing environment and financial situations (Gupta and Zeithaml, 2006). The current studies identify customer satisfaction as an
attitude describing consumers' perceptions towards their purchasing experiences (Anderson and Salisbury 2003) while customer loyalty, as a result of
customer satisfaction, is identified as a potential behaviour to

Essay Loyalty Program and File Import Node
MKTG5963
Individual Exercise 1 (10 Points) – You must do it alone (it is not a group activity)
Data set is on D2L with the exercise
Exercise Description:
Initial Data Exploration * A supermarket is offering a new line of organic products. The supermarket's management wants to determine which
customers are likely to purchase these products. * The supermarket has a customer loyalty program. As an initial buyer incentive plan, the supermarket
provided coupons for the organic products to all of their loyalty program participants and collected data that includes whether or not these customers
purchased any of the organic products. * The ORGANICS data set has 13 variables and over 22,000 observations. The variables in the data ... Show
more content on Helpwriting.net ...
Point out any mismatch in your answer. (1 Point) d. Fix as needed (by clicking on role or level) any mismatch in the roles or measurement levels of
variables in the above step. e. Continue with adding data source. Do not use decision processing step in the data source wizard. In the final step use
data set role as Raw. f. Right–click on the data in the project panel and select Explore. Make sure you set sampling method to random and sample size
to Max in sample properties. Scroll and take a look at the first 26 observations. Which variables seem to have missing values in the first 26
observations? Also, show a screenshot of at least first 26 observations.(1 Point) g. Instead of exploring data from the project panel, you will now do it
from the diagram. Make sure you set sampling method to random and sample size to Max. in the options > preferences. Drag the data to the
diagram. Then, right–click on the data source in the diagram. Choose edit variables. In the pop–up box, select any variable you want to explore and
then click on the Explore button. 1) Select TargetBuy. Create a frequency histogram for the variable TargetBuy. Make sure the vertical axis is
percentages and you display the percentage values in the histogram (hint: right–click on the graph...). Turn–in a copy of the histogram as a part of your
deliverable. (1.5 Points) 2) Create a frequency

Summary: Loyalty Rewards Work Best For Online Business
Brian Bergeron
Kennesaw State University
Loyalty Rewards Work Best for Online Businesses
Dr. Gannage
MKTG 3100, TR 8:00–9:15pm
Article 1 Review
Due Date: 9/2/2015
1.Article
Loyalty Rewards Work Best for Online Businesses
By Chad Brooks
Published by Business News Daily on June19, 2015 http://www.businessnewsdaily.com/8114–loyalty–rewards–online–businesses.html 2.Summary
In this article, Brooks discusses how online businesses as well as regular businesses differ in benefitting from loyalty reward programs offered to
customers. With the new age of technology becoming more and more prevalent, customers are less likely to actually travel to stores to purchase goods
from businesses. The ones who do typically go to the places that ... Show more content on Helpwriting.net ...
Not only do people have to spend less time traveling to the store and walking around looking for what they need then waiting in line to pay for the
goods, but they also have to spend less money because of gas prices and the discounts online businesses are offering to customers who purchase
online. This is essentially hurting offline businesses because the less people who are going out shopping, the less people are seeing their stores and
wanting to stop to shop at their store. Also, many people are losing their jobs because the number of customers that walk into stores is dropping so
there is less need for employees inside stores.
5.Recommendations
To help alleviate the problem, offline businesses should start developing mobile apps for their businesses to keep customers connected with the
business. Also, they could start selling products online to attract customers who online purchase goods online. For the online businesses, it would be
beneficial to provide customers with loyalty rewards in order to retain customers and have them purchase from their company more than once. Another
way to build loyal relationships with customers for online businesses could be by offering customers incentives to bring new customers to the business.
6.Do you feel the article topic covers relevant and current marketing trends and/or

Loyalty And Loyalty
1.0 Introduction
Customer Satisfaction and Loyalty has become, throughout years, not only an important marketing tool but also an integrated part of a company
structure. Competition has become fierce and competitors in a market are trying constantly to prove that their products and services are better than
others. Therefore, being able to satisfy and retain customers will definitely create a competitive edge over competitors but will also reduce cost while
creating long term relationship with customers.
1.1 Background Study
Loyal customers are indeed crucial to business survival (Reichheld and Schefter 2000, Semejin et al. 2005). For that reason, many companies use
defensive marketing strategies to increase their market share and profitability ... Show more content on Helpwriting.net ...
The company has been established in 1958 by Mr HervГ© Closel and since then, has managed to offer a wide range of product and services.
At the beginning, small moulding such as Flower and Sink and small boats such as dinghies and kayak were manufactured. After some sales success
and being the only manufacturer using Fibreglass, the owner has diversified by introducing new raw materials such as Acrylic and Polyethylene.
The production of the well–known Resiglas Water Tank has pushed Resiglas Co Ltd to the top of this market. Thereafter, they have introduced
Swimming Pools and started to manufacture bigger boats such as pleasure craft but also inflatable boats.
Ever since its creation, Resiglas Co Ltd has never stopped innovating and improving its products and efficiency, in line with the regional development
of these sectors. To maintain quality of its products and services and to abide to the company mission and vision, a Quality Management System has
been introduced and Resiglas has been awarded an ISO 9001:2008 certificate in 2012.
1.3 Problem

The Brand Of Brand Loyalty
Furthermore, the publication suggests that the brand loyalty is correlated with market share. So, the bigger the company is, the more loyalty among its
customers. And, this is true because the more people get to know the company, its services, and its products, the more brand identity it will form among
current customers. Also, large companies benefit from having more loyal customers because they engage in word–of–mouth activities which can
potentially attract more customers. So, there are many ways in which a company can increase their loyalty levels. But, when it comes to increasing
market share, a better way could involve the increase in revenues among consumers. This can be done by opening more stores, offering products
online, and by offering volume discounts. And, as a result, the company may be able to increase revenues and potentially increase its market share.
Eventually, it could lead to an increase in the amount of loyal customers overall. Moreover, it can be said that loyalty programs and other related
marketing activities can only make a difference in the long–run because the result are hardly noticeable in the short–run due to the fact that it takes
time for a buyer to become an actual loyal customer.
When it comes to developing a well–designed loyalty program, marketers should take into account the value being offered to consumers with respect to
the prices of the products. This means that a company should offer reasonable rewards to the customers after they

Brand Loyalty Essay
The main concept of brand loyalty has been approached from three different factors which is behavioral, attitudinal and composite loyalty. The
researchers have their own assumption or known as behavioral view which they assume that the loyalty of a guest toward a brand is based on the
repeat transactions occur. The study of O'Malley (1988) show that this approach provides a more realistic picture on how well the brand is performing
compare to other competitors. However, this approach have been criticized because unable to differentiate between spurious loyalty and true loyalty.
In contrast, attitudinal loyalty is always emphasizing the psychological element of brand loyalty in the company such as commitment, preferences and
other factors. ... Show more content on Helpwriting.net ...
Services are one of the factors in customer loyalty studies because of the consistent and high standards of service that provided by the hotel. The
delivery of service as promised was identified as the factor, which is the most important in developing loyalty to the hotel. In contrast, employees of the
hotel should ensure the quality of hotel services by constantly reviewing their guest's needs and the management should provide service from time to
time in order to improve staffs performance. The third elements which is internal marketing is also crucial to the quality of hotel services. Treating the
employees as internal customers would increase the employees' satisfaction which is fundamental to the provision of good service to the hotel
customers.
My personal view of point, the 3 factors which mentioned by the researchers as above consists of advantages and disadvantages. According to Kivela
(1996) she claimed that customer are likely view the service as bundle of attributes which affect their decision to select a brand. This point showed that
hotel must maintain a high service in their property in order to have a long term business relationship with the guest. Service is the main element which
differentiate an individual property compare to other property around the world. In order to ensure the employees satisfy and happy working in the
hotel, the management should treat the employees as how they treat the guests in the property. As

Influence of Brand Loyalty on Consumer Sportswear
ACKNOWLEDGEMENT
We owe a debt of gratitude to (professors name), for the vision and foresight which inspired us to conceive this research project on topic Influence of
Brand Loyalty on Consumer Sportswear as for providing necessary information regarding the project & also for her support in completing the project.
We would like to express our gratitude towards member of (institute name) for their kind co–operation and encouragement which help us in completion
of this project.
Our thanks and appreciation also goes to all the respondents who took time to fill the questionnaires and helped us out with their abilities.
INDEX
S. NO
CONTENTS
PAGE NO.
1 ... Show more content on Helpwriting.net ...
The influence of grass roots marketing to build brand loyalty is down played as a strategy to reach consumers effectively. Shifts in culture have proved
that response to mass media marketing is declining and there are other alternatives to build your brand. Lifestyle clothing companies have started to
implement strategies to reach youth consumer markets in a personalized way. Through the use of grass roots consumer marketing brands can capitalize
on the growing field of youth consumers to build brand loyalty and create returning customers for life. By investigating the current strategies used to
market clothing brands to youth it will benefit marketing, public relations, and clothing companies who consistently develop and manage brands.
Setting for the Study
This study was done in colleges and in shopping malls with sports brands showrooms. Questionnaires were filled by 50 respondents which includes
males and females of different age groups between 20 to 30 and with different occupations.
Research Questions
The study used following research questions that were designed to answer fundamental gaps in the existing literature on the topic development and

evaluation of grass roots marketing towards youth consumers to build brand loyalty. Each question was created after investigating the

Nike And Brand Loyalty
2.1 Brand Loyalty
2.1.1 Definition
According to Investopedia.com, brand loyalty is when the consumers became committed to their favorite brand and repeat their purchases over time.
Brand loyalty is the result of consumer behavior and is affected by consumer's preferences. Brand loyalty could also be defined as the strength of
preference for a brand compared to other available options that is similar. This is often measured in terms of repeated purchase or price sensitivity
(Brandchannel.com, 2006). However, Bloemer and Kasper (1995) defined true brand loyalty as having six necessary conditions which are: 1) the biased
(i.e. non–random); 2) behavioral purchase response; 3) overtime expression 4) by some decision–making unit; 5) with respect to one ... Show more
content on Helpwriting.net ...
Nike has introduced many soft wares to help people achieve what they wanted, such as Nike+ Running, which is the first running software that is
compatible to apple gadgets and now compatible in many platforms too, Nike+ Training, a software that gives people suggestions and workout plans.
These softwares have been used by over 28 million users around the world .
Nike also supports athletes by offering them communities of support that links Nike+ users to an entire community and encourages people to break
their limits, and excel on their workouts. Nike gives people challenges, and also coaching program on their software, or making custom training and
challengers between friends. Nike also popularized its' own softwares by making them very social, which is a very liked feature of Nike+, considering
people are actually trying to socialize on online social media network, such as linking their runs to their twitter account, post pictures on Instagram or
making moments on

Loyalty And Loyalty For United Airline 's Frequent Flyer...
Loyalty
While I'm an atypical U.S. consumer who doesn't buy into marketing hype, I do have strong product/service loyalty affiliations. I'll try to keep my
Journal entry under 1000 words! I like to revisit the meaning of familiar words. Merriam–Webster (n.d.) defines loyalty as, "The quality or state or an
instance of being loyal". This is exactly what brand loyalty and loyalty programs are trying to create: an ongoing experience with multiple touch–points
that captures followers and keeps them engaged through rewards, added value, and "prestige". The goal is to lengthen "the lifetime value of the
customer" (Tanner & Raymond, 2010, p. 284) which helps to maximize profits.
My Loyalties
For some brands, my loyalty grew from happenstance and remains so because of switching costs. United Airline's frequent flyer program, called
Premiere is one example, more so, since their spreader effect enticed me into a United branded credit card that awards flight miles for every purchase.
I didn't set out to join United's loyalty program because I thought their service was better, or they had lower airfares, it's because they have a hub in
San Francisco that offers the most flight options when I'm traveling by air for business.
For other products, affinity is a result of my family's subtle influence, and probably why I favor Coke over Pepsi. I'd like to think that I chose to
prefer one over the other, but it's more likely because my parents drank Coke, which I grew accustomed to, and why

Four Different Types Of Loyalty
Loyalty
Loyalty Concept Benefits, importance, antecedence and consequences of loyalty Phases (types of loyalty) How to build loyalty (what will make or
break loyalty) Examples of loyalty programs Application on a company from CB side
Concept of loyalty
Academics and practitioners alike agree that loyalty is an integral part of doing business. Few, if any, businesses can survive without establishing a
loyal customer following. Surprising, however, in spite of its obvious importance to all businesses, relatively little is known about customer loyalty.
Experts have struggled to define precisely what being a loyal customer means, and meager progress has been made in determining what factors lead to
customer ... Show more content on Helpwriting.net ...
But as businesses grow and diversify their offerings, it's easy for a brand to lose sight of what it originally promised to customers.
Replacements, Ltd. – a Greensboro, N.C.–based old and new dinnerware supplier that grew out of founder and CEO Bob Page's attic – knows how to
keep customers coming back. Over the last 30 years, their customer numbers grew from a handful of cards in a recipe box to a database of more than
10 million loyal customers.
Check out these five tips from Replacements for cultivating loyal customers:
1. Know what makes your customers tick. Before you can build loyalty, you need to know what attracts customers to your company in the first place.
Replacements senior vice president of e–commerce Jack Whitley says their company has found a niche within a niche, so they know their customers
well.
They connect buyers to the world's largest selection of old and new dinnerware. Each year, the company gets thousands of letters from emotional
customers. For instance, one husband said his wife was stunned when she opened her Christmas present to find replacement plates for those she'd lost
in Hurricane

Brand Awareness And Loyalty
The brands of today are evolving and changing faster than ever. Face to face interaction, sentiment, and loyalty are now less valued by the consumer
than they were years ago. We talk about how to gain this loyalty and sentiment later in the report. Technology and e–commerce have changed the values
of the consumer and now we value speed, ease, and low prices. The idea of a brand changes with time due many social and economic trends but the
effect it has on consumer buying behavior will be researched and noted like it always has been. Our purpose of this exploratory project will be to
determine the effect of brand awareness/brand image on consumer buying behavior and loyalty. We will be researching at how effective or ineffective
brand ... Show more content on Helpwriting.net ...
Brand awareness is the most important indicator of the consumers' knowledge about a brand. Brand awareness and customer loyalty go hand in hand.
Loyalty of a customer is an emotional attachment to the brand. This attachment is driven by brand image and brand awareness. Brand awareness and
brand image should develop an affection similar to a friendship. When buying a product for the first time, brand awareness is key. It is what gets the
consumer to purchase that product. Measuring brand awareness is another key part in relating it to consumer buying behaviors. Three ways to measure
brand awareness are spontaneous brand recall, top–of–mind recall, and aided recall. The ways that measure brand awareness are key in successfully
marketing your product. Brand awareness is a starting point for all customer satisfaction.
Another integral part of understanding your customer, conveying your brand's image, and trying to retain that customer that shows evidence of brand
loyalty is the customer's buying decision process. There are five steps in this process, to briefly gloss over these steps, they go as follows: Problem
Recognition, Information Search, Evaluation of Alternatives, Purchase Decision, and Postpurchase behavior. Although these are decisions that the
consumer makes, as a marketer for a company, it is extremely important to understand the importance of each step of this process in order to

Effectiveness Of Loyalty On Customer Retention
This figure explain about how prospect ladder up to become a partner of the company. It is company's service quality, trust, commitment and
communication that leads customers from prospects to partner. However, it is not really easy task for companies to achieve customer as partner. It
needs extensive effort from brand to get it.
Loyalty program
In the initial part of study, it has elaborate meaning of loyalty. Now, this section has presented literature on effectiveness of loyalty on customer
retention. Loyalty program often considered as value sharing or enhancement instrument. Sabol, 2002) addressed that value enhancement function is
important because of ability to provide superior value to customer relationship and retention. Loyalty program provide value to consumer in two stages.
(Bolton, 2000), has explained stages in brief that in the first stage program points are issued to customer and the second stage when customer redeemed
those points. Though these points value don't have any practical value unless customer redeemed them. However, according to the study by
(Machanda, 2004) showed that it has important psychological meaning to customer. Points accumulation can gives customer feelings of benefits and
these benefits are able to give customer positive value perception. It is because customer can redeemed those values later for rewards. At redemption
stage, customer receives both economic and psychological value. Thus it enhances appreciation and recognition of

The And Evaluation Of Loyalty Card
Introduction :
In spite of the great practical approach the impact and evaluation of loyalty card are very limited in terms of academic interest because the
effectiveness of loyalty program has questionable from the customer behavior point of view. We refer some studies to evaluate the impact of loyalty
card in business.
This essay will firstly discuss what is a loyalty card ? The loyalty card is defined that a plastic card given by a business to the customer which has
earned a reward to them and data collected for business house. In 1982 the UKs biggest retailers named Sainsbury first launch loyalty card. In 1997
the chemist retail chain Boots were invested 30 million GBP in their loyalty programs which is 3rd largest in UK because of its success. Secondly
the essay will discuss about the benefits of loyalty card in business prospective . The first benefit of loyalty card are to increase customer share. The
retailers encourage customer by offering reward to buy something which increase their sales of product. According to Dowling and Uncls the customer
can benefit such as less conginitive efforts to find product or advantages of loyalty program. Sometimes they buy product which is not necessary to
them because they wish to earn reward points. The second benefit of loyalty card is data collection.The retailers filled a form of the customers who
want to join in loyalty programme, By this they got an information relate to customers. It is very useful to

The American Express Launched A Coalition Loyalty Program

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