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Marketing Dissertations

C/M/404. Dissertation. Examining Customer Loyalty and Satisfaction in a Small Telephony Store

WORDS:
6500
DATE:
2007
PRICE:
69.99 GBP

This research report examined levels of customer loyalty and satisfaction at a small telephony store in London, together with those factors underpinning these dimensions. Drawing on McGoldrick's diamond of loyalty, which segments customers according to the extent to which they frequent a given store(s), four customer profiles were established. These profiles were used to understand what factors should be maintain and/or improved to keep the stores' most profitable customers loyal and satisfied, whilst attempting to change switchers into loyal customers.

 

KEYWORDS: Customer Loyalty, satisfaction, customers,

 
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