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Full-Text Articles in Business
Determining The Critical Elements Of The Customer Intimacy Framework, Frank Raymond Jasper
Determining The Critical Elements Of The Customer Intimacy Framework, Frank Raymond Jasper
Theses: Doctorates and Masters
Currently the field of marketing is undergoing a transformation concerning the appropriate marketing model to use in business. This transformation arose due to the mounting problems of the existing 4Ps Marketing Model, the heightened importance of customer retention, the requirement to continually add value to business processes and recent advancements in Internet technology. An alternate approach to the 4Ps Marketing Model began to emerge in the 1970's and was termed relationship marketing. This study is exploratory in nature and investigates consumer perceptions concerning customer intimacy. A self-administered mail questionnaire was employed to gather the necessary data from 300 solely external …
Exploring The Criteria Used By Managers To Measure The Effectiveness Of Customer Loyalty Programs, Peter D. Simms
Exploring The Criteria Used By Managers To Measure The Effectiveness Of Customer Loyalty Programs, Peter D. Simms
Theses: Doctorates and Masters
Since the 1970s there has been a paradigm shift away from mass marketing towards the establishment and maintenance of individual relationships known as relationship marketing. Customer loyalty programs can be seen as the tactical strategies that have resulted from this change in focus, as they attempt to retain existing customers by developing a long-term, mutually satisfying relationship. The first of these such strategies was introduced in 1981, and they are still a relatively new and unexplored phenomenon. The limited research on these strategies conducted thus far has shown the many purported advantages to be doubtful at best, yet their number …
Attitudes Towards Female Sports Stars As Endorsers, Kevin R. James
Attitudes Towards Female Sports Stars As Endorsers, Kevin R. James
Theses: Doctorates and Masters
Successful and popular sports people have often been utilised as celebrity endorsers to encourage consumers to purchase goods and services. While male sports stars have a well-documented history as product endorsers, their female counterparts have been infrequently used, rarely studied and occasionally mismanaged. Using the dimensions that influence the credibility of a celebrity endorser, this study specifically examines consumer attitudes towards female sports stars as endorsers. Respondents intention to purchase was measured for three different products. As well, the attitude towards perceived attractive and non-attractive female sports stars was also explored. A three stage design, comprising of focus groups, specific …