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Item Information   Holdings       More by this author     Gustafson, Marty     Subjects     Consumer satisfaction     Customer relations -- Management     Manufacturing processes -- Decision-making     Profit     Marketing.     Database management     System design     MSEM Thesis.     Browse Catalog     by author:      Gustafson, Marty       by title:      Customer loyalty ana...         MARC Display

Customer loyalty analysis for manufacturing industries / by Marty Gustafson. by Gustafson, Marty Subjects Consumer satisfaction   Customer relations -- Management   Manufacturing processes -- Decision-making   Profit   Marketing.   Database management   System design   MSEM Thesis. Description:  iv, 91 leaves : ill. ; 29 cm. Contents:  Advisor: Gene Wright. Committee members: Dr. Paul Hudec, Kimbel Nap. Introduction -- Part 1: The business case for customer loyalty -- Part 2: Selecting the most profitable customers -- Part 3: Evaluation of loyalty programs and initiatives -- Conclusions and recommendations. This paper is a study to determine if the positive effects of customer loyalty on profitability and sales volume seen in consumer industries are also present in traditional manufacturing industries. Current available research and sales data provided from a sample manufacturing company will be analyzed for changes in sales growth, customer retention, sales order margin and profitability. The sample data will test the loyalty theories discussed and provide a plan for other companies to follow when investigating if a loyalty effect can be seen in their industry. When a loyalty effect is present, companies must next analyze their repeat buyers to determine buying behavior of each customer segment. Methods for segmentation and different marketing strategies for each customer type will be shown in order to provide a targeted marketing plan for companies interested in managing for improved loyalty. Finally, several tools that can be effective in improving customer loyalty will be explained and tested. These tools include software and database management systems such as customer relationship management (CRM) and recency, frequency, monetary value (RFM) software. Organizational designs such as customer centric corporate structures will also be discussed as a strategy to improve loyalty.   Copy/Holding information Location Collection Call No. Status   Walter Schroeder Library Master's Theses AC805 .G875 2003 Available Add Copy to MyList Format: HTMLPlain textDelimited Subject:   Email to:

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