Loyalty Programs and Customer Loyalty

Loyalty Programs and Customer Loyalty. Questions

 

26. Loyalty Programs and Customer Loyalty

Appended to this document is an article entitled Inside the launch of Marriott’s new loyalty program. Read the article and answer the following:

(a) List and discuss three reasons that Marriott International decided to launch this loyalty program; write at least 3 sentences about each reason; include information from the article to support your points; (10 points)

and

(b) You consulted with Marriott International regarding development and implementation of its loyalty program. The company wanted to obtain information on structuring its loyalty program. Discuss four elements of structuring the loyalty program that you addressed with the company. Write at least 3 sentences about each element; include information from the article that reflects the different elements. (15 points).

 

27. Social Media, Technology, and CRM

(a) List and discuss three factors that might limit companies’ use of social media as a means of developing and maintaining relationships with their customers; write at least 3 sentences about each factor; (10 points)

and

(b) List and discuss four components of a social CRM strategy that you would design for a company of your choosing (you should describe the company at the start of your response). Write at least 3 sentences about each component of the strategy. (15 points)

 

 

28. Customer Satisfaction

A concern for many service providers is the extent to which consumers are committed to the service provider. You have been asked by a service provider (identify the service provider in your response) to help it with its assessment of consumer commitment to the service provider.

 

You are required to:

(a) Discuss for the service provider the meaning of consumer commitment to a service product; and list three reasons that service providers may be interested in consumer commitment to a service provider. Write at least 3 sentences about the concept, and just list the reasons. (12.5 points)

and

(b) Create a questionnaire that you would use in a survey carried out on behalf of this service provider to assess consumer commitment to this service product. Your questionnaire should contain a minimum of 6 questions, not including demographic questions.

 

Note: The questions should be closed-ended questions and should not be dichotomous. Dichotomous questions are questions that provide two possible response options such as Yes/No; True/False; Maybe/Maybe Not; any question that has only two possible responses.

 

 

Loyalty Programs and Customer Loyalty

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