M1A2 Projected favourableness of Customers-Review Patricia Bjork Argosy University Online B6026 Marketing Planning and Strategy October 31, 2010 Projected Profitability of Customers-Review According to Reinartz & international ampere; Kumar (2003), the buyer-seller relationship is not a pertly concept but has been the focus of more recent grocery research. Organizations are recognizing the need to establish and maintain relationships with their guests in an apparent motion to create node loyalty and ultimately increased favourableness through those long-term node relationships. The authors created, tested and analyzed golf-club hypotheses regarding the concept of the profitable life duration including: exchange characteristics, find heterogeneity, the non contractual setting and its related revenue and cost (Reinartz & Kumar, 2003). Findings and Implications An analysis of the findings suggests the following: 1. The number of customer purchases is important information used in managing long term customer-firm relationships. 2. Cross buy (purchasing across departments) strengthens the long term customerfirm relationship. 3. The length of time between purchases affect the profitable customer lifetime duration indicating the intermediate purchase timeframe provides the longest customer-firm relationship. 4.
The level of purchases and returns direct impacts customer lifetime duration, indicating a positive effect when both purchases and returns are high. 5. Direct mailings positively affect profitable customer lifetime duration. 6. Offering a company charge bankers bill has a positive association with a longer customer lifetime duration indicating greater customer loyalty. 7. Lower cosmos density and higher income positively affect profitable customer lifetime duration. (Reinartz & Kumar, 2003) Given the findings, the... If you want to get a full essay, order it on our website:
Ordercustompaper.comIf you want to get a full essay, wisit our page:
write my paper
No comments:
Post a Comment