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Marketing Research Articles Related to Customer Loyalty

Marketing Research Articles Related to Customer Loyalty

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10 tips on fostering consumer loyalty and driving satisfaction

Published
October 2014
Author
Bob Macdonald
Abstract
The author provides 10 tips for brands looking to differentiate themselves from the competition.

A guide to developing a CRM process in the health care setting

Published
June 2005
Author
Nancy Paddison
Abstract
This article covers the process of applying customer relationship management techniques in the health care setting, using CRM as a support for strategic planning, building loyalty and promoting organizational strengths.

A how-to guide to using online specialty panels

Published
February 2007
Author
Mitch Eggers
Abstract
Specialty online panels offer researchers a way to talk to hard-to-find or specialized audiences. Tips are provided for building panels and various panel groups (hobby-focused, medical, new mothers, etc.) are discussed.

A look at customer relationships

Published
April 2005
Authors
Jeff Hess and John Story
Abstract
Brands miss a big opportunity when they view customer relationships from a purely functional perspective. Customers enjoy being in relationships with brands and good relationships often will lead them to be willing to pay more for a brand’s products and forgive minor failures by the brand.

A primer on linkage research

Published
October 2003
Authors
Kyle Lundby and Christianson DeMay
Abstract
If the goal is to improve customer loyalty and profitability, how do you determine where to focus time and energy in order to have the greatest impact? One solution is linkage research - a method that uses statistical modeling to identify relationships. This article reviews many of the key aspects that can make your linkage efforts successful.

A stepwise loyalty process

Published
October 1999
Authors
Marion S. Picard and Kathi McGregor
Abstract
Customer loyalty is important for company success. This article details seven steps to create customer loyalty.

Apostles preach and Rebels yell - How pharma sales reps can use customer service to increase retention

Published
June 2010
Author
Quirk's Staff
Abstract
Kantar Health's annual rankings of pharmaceutical companies in the U.S. and Europe indicate customer retention is the key metric in a world where building relationships with physicians has become more crucial than the sheer volume of sales visits.

Ariba’s satisfaction research program has made listening to the customer a company-wide habit

Published
October 2006
Author
Roger Blumberg
Abstract
Customer satisfaction research is now ingrained in the corporate culture of spend management firm Ariba. How it got there and how it is implemented is the subject of this article.

As banks strive to build relationships, a national tracking study finds that good service is still key for customers

Published
October 2007
Authors
Debra Dahab, Laura O'Gara and Julian Vermass
Abstract
A nationwide tracking study of banks and their customers shows that old-fashioned customer service is still a major factor in creating satisfied and loyal bank clients.

Big data: boon to improving customer experience, bane of researchers?

Published
June 2013
Authors
John Goodman, Peter North and David Beinhacker
Abstract
The authors explore examples of the use of big data to improve the customer experience and offer tips for researchers to avoid being left in big data’s wake.

Blog mining - another tool for the research professional

Published
January 2008
Authors
Hugh Davis and Mike Oberholtzer
Abstract
Blog mining, or the tracking and analyzing of what consumers are saying about your brand on the Web, is a worthwhile undertaking and can generate insights unlike those found though traditional research methods. When used in concert with those methods, blog mining can add a valuable component to a firm's overall research program.

Building client loyalty yields strong ROI for financial services provider

Published
October 2004
Authors
Lois Koch and John Chisholm
Abstract
Banking services firm Digital Insight implemented an online customer feedback program to obtain measurable improvements in service quality and was able to demonstrate ROI on its efforts.

By the Numbers: Common traits of successful loyalty research programs

Published
October 2004
Author
Karen Ahlgrim
Abstract
Heed warning flags such as “Our internal data says we’re doing fine” and “Let’s wait and see what happens” to avoid dooming your loyalty research program to failure.

By the Numbers: Overcoming resistance to your customer survey program

Published
October 2010
Author
Peter Gurney
Abstract
Once the results start coming in from customer satisfaction studies, stakeholders often go through what the author calls the three stages of whining: It’s Not Valid, It’s Not Actionable and It’s Not Working. Here are some tips on how to silence the naysayers.

By the Numbers: When satisfaction scores go flat

Published
January 2014
Author
Peter Gurney
Abstract
Peter Gurney offers some dos and don’ts for dealing with a stubborn trend line.

Cable companies must listen to customers if they hope to survive in a rapidly changing market

Published
October 1995
Authors
Richard Schreuer, Polly Staman and Jim Higgins
Abstract
With increasing competition, cable companies must be more proactive and dynamic to be successful. Customer loyalty is key to success. This article discusses how cable companies must act regarding customer loyalty. In addition to noting the information cable companies need to obtain, this article provides a case study that shows how one cable system used an innovative application of conjoint analysis in its research.

Can you foster customer loyalty in a low-engagement industry like insurance?

Published
July 2011
Authors
Pete Jacques and John Martin
Abstract
The authors provide strategies for how to think about and begin measuring and improving customer loyalty in the insurance industry.

Closing the customer satisfaction gap

Published
February 1999
Author
William Nowell
Abstract
Customer satisfaction is a key to success. This article discusses the Gaps Model of Customer Service, which outlines the potential roadblocks that hinder a service organization’s ability to close the gap between the customer’s expectations and perceived service.