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Essay / Research Paper Abstract
Relationship marketing and the use of loyalty schemes such as Air Miles, may be seen as a marketing fad, but they are also very popular. Looking at the airline industry and companies such as British Airways (BA), Virgin and Delta, this 6 page paper considers how and why loyalty schemes can be a valuable marketing tool. The bibliography cites 8 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEloyalty.rtf
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Unformatted sample text from the term paper:
is that of the loyalty cards and loyalty schemes, these have resulted in mixed success, the well know supermarket chain Tesco has had great success due to the way it
has been able to extract market data from they loyalty scheme, but it is with some of the originators of these schemes; the airlines, that the biggest successes have been
seen. It is quiet possible that a customer may not have any real perceived loyalty to a company because they give them
a small amount back, but this loyalty can be developed subconsciously, and when the rewards are free flights and complimentary costly upgrades the perceived value of giving loyalty and the
psychological impact of receiving these services can create loyalty and increase sales. In an anecdotal form of evidence, it is usually to fins someone who will fly with both BA
and Virgin out of choice, the favoured carried will usually coincide with the greatest level of rewards point that have or can be gathered. Simple cost benefit analysis leads people
to favour one over the other in order to maximise the return they will get and accumulate the points more quickly. If
we want to look at how these operate we have to consider relationship marketing and its value in the market place. Payne (1995) sees relationship marketing as a potential source
of competitive advantage as is transforms a prospect into customer, if the customer remains satisfied their level of commitment to the company can increase with the customer becoming a client
then a supporter then an advocate and eventually possibly a partner. During the stages between prospect and client there is the emphasis placed on gaining the customer, at the later
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