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Full-Text Articles in Business
Strategies Retailers Use To Build Brand Loyalty And Improve Customer Experience, Mekus Samuel
Strategies Retailers Use To Build Brand Loyalty And Improve Customer Experience, Mekus Samuel
Walden Dissertations and Doctoral Studies
The use of strategy to build brand loyalty and improve customer experience by retail managers is essential in driving sales revenue and increasing profitability. Retail managers should perceive customer experience strategy as a tool for product differentiation, which could be leveraged to attain benefits, such as, repeat business, positive word of mouth, increased sales, and the competitive advantage. Some retail managers may not fully comprehend customer experience strategy, and may solely focus on individual facets such as, customer service and employee training. This qualitative multiple case study explored the strategies retail managers used to build brand loyalty and improve customer …
Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe
Exploring Satisfaction And Retention Strategies For Generation Y Customers, Edmund Ehichioya Otaigbe
Walden Dissertations and Doctoral Studies
Firms in the service industry have experienced a 15-30% drop in customer satisfaction ratings and an estimated $10 billion annually due to the unpredictable tendencies of one of the most significant and fastest growing consumer segments in the marketplace, Generation Y customers. The distinctive behavior of this sizeable generational cohort may be reshaping the business landscape of the 21st century regarding how consumers will relate to service providers in the future. Using the theory of customer satisfaction management system, the purpose of this multiple case study was to explore the customer satisfaction strategies that business leaders in southern Nigeria use …