Loyalty/reward programmes : are they the most influential strategic solution for client retention?

Krajnc, J.

dc.contributor.author	Krajnc, J.
dc.date.accessioned	2009-04-06T13:52:22Z
dc.date.available	2009-04-06T13:52:22Z
dc.date.issued	2007-11-30
dc.identifier.uri	http://hdl.handle.net/10500/141
dc.description.abstract	The biggest challenge facing organizations in service industry today is that of customer retention. Loyalty/reward programmes have been promoted as the ultimate strategic solution towards customer retention by some industry experts, while the others question its influential potential as a customer retention strategy. The primary purpose of this research was to establish whether loyalty/reward programmes, as one of the main contributing Customer Relationship Management (CRM) factors, are either simply a fad or actually a fab solution! Subsequently, the research focused on the evaluation of the three most noted and influential CRM components in current literature and concluded that service quality and customer contact rated higher than loyalty/reward programmes with what should be considered the ultimate critic, namely the customer, or rather 60 of them.	en
dc.format.extent	1 online resource (vii, 143 leaves) : color illustrations
dc.language.iso	en	en
dc.publisher	University of south Africa	en
dc.subject	Loyalty programmes	en
dc.subject	Reward programmes	en
dc.subject.ddc	658.12
dc.subject.lcsh	Consumer satisfaction
dc.subject.lcsh	Customer relations -- Management
dc.subject.lcsh	Customer services
dc.title	Loyalty/reward programmes : are they the most influential strategic solution for client retention?	en
dc.type	Research Report	en
dc.description.degree	M.B.L.