Customer Loyalty

WAYS TO IMPROVE

CUSTOMER LOYALTY









Evangelia Blery



TABLE OF CONTENTS

        1. IMPROVING CUSTOMER LOYALTY 3
        1.1 The Role of Companies Strategies in Building Customer Loyalty 3
        1.2 The Influence of Branding on Customer Loyalty 4
        1.3 Service Quality Improvements to Enhance Customer Loyalty 4
        1.3.1 Financial Assessment of Service Quality Improvements 5
        1.4 Service Value Improvements to Enhance Customer Loyalty 5
        1.5 Customer Satisfaction Improvements to Enhance Customer Loyalty 6
        1.5.1 The Zone of Tolerance 7
        1.5.2 Customer Satisfaction Surveys 8
        1.6 Customer Loyalty Mechanisms 9
        1.6.1 Types of Customer Loyalty 10
        1.6.2 Categorization of Customers on the Basis of their Degree of Loyalty 11
        1.6.3 Individual Charactreristics of Loyalists and Defectors 12
        1.7 The Importance of Customer Segmentation 12
        1.7.1 Customer Segmentation in The Greek Mobile Telephony Market 13
        1.8 The importance of Customer Information and the Creation of Databases 14
        1.8.1 Lifestage Modelling 14
        1.9 Customers Service Evaluation and Defection 15
        1.10 Defection Analysis 16
        1.10.1 Customers Complaint Behaviour 17
        1.10.2 Service Failure and Recovery 18
        1.11 Other Techniques Enhancing Customer Loyalty 20
        1.11.1 Communication with Customers 20
        1.11.2 Relationship Marketing 21
        1.11.3 Customer Involvement in Company Processes 23
        1.11.4 Customer Loyalty Programmes 24
        1.11.5 Effectiveness of Customer Loyalty Programmes 26
        1.11.6 Customer Loyalty Programmes in the Telecommunications Sector 26
        1.11.7 Customer Loyalty Programmes in The Mobile Telephony Sector 27
        1.12 Examples of Companies Pursuing Customer Loyalty in the Telecommunications Sector Worldwide 29...