Claims that a supermarket’s most loyal customers are around 1,000 times more profitable than its least loyal. Takes the reader through all aspects of loyalty from getting to know your best customers, through how to reward them, to the science of customer loyalty; how to measure a customer’s lifetime value and the effectiveness of your scheme. Analyses existing schemes around the world in retailing (including supermarkets and petrol retailing), travel, leisure, finance and motoring industries. Investigates customer loyalty techniques for business to business, independent retailers, brands, newspapers, utilities, dental supplies, computing and town loyalty.
Clark, R. (1997), "Looking after business: linking existing customers to profitability", Managing Service Quality: An International Journal, Vol. 7 No. 3, pp. 146-149. https://doi.org/10.1108/09604529710166932Download as .RIS
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