Loyalty Myth - Exaggerated Strategy and Truly Effective Strategy - Global Bestselling Book Library

Author: Kevinham
Publisher:
Publish Date: 2007-02-01
Features: In this book, the author provides an in-depth and detailed analysis of traditional concepts regarding customer loyalty as a company's strategic goal, the management activities centered around this goal, the characteristics, needs, and behavioral traits of loyal customers, corporate loyalty programs, the relationship between customer loyalty and market share and company profits, and the role of employees in fostering customer loyalty. The author also presents their unique insights. Building on this foundation, they elaborate on the theoretical framework of customer loyalty and propose the correct methods for managing it. In short, they describe the image of the "Holy Grail" of customer loyalty for marketers, point out the potential pitfalls in pursuing it, and ultimately draw a map for marketers to follow in their quest for this "Holy Grail." As their belief states, customer loyalty guided by corporate strategy and effectively cultivated can truly differentiate a company from its competitors and create sustainable profits for the company. However, blind faith in the myth of loyalty is almost certain to harm both the company and its customers. By revealing the nature of the loyalty myth, we can achieve a win-win situation for all parties—simply put, mutual benefits.