Resources Library by ANA

Relationship marketing and design participation

Relationship marketing is conveniently thought of as a means of building forms of customer loyalty which transcend preferences for particular products. This implies a conceptual divorce between the customer-supplier relationship and the process of...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Murray Clark, Anne Tomes, Peter Armstrong

November 1, 1996

The battle for loyal customers

This paper focuses on two different strategies that companies can use in order to increase customer loyalty: a relationship strategy which is intended to build long-term relationships with individual customers and a reward strategy which is intended...

Catalogue: ESOMAR/EMAC Symposium 1996: Research Methodologies For 'The New Marketing'

Authors: Kristof De Wulf, Patrick Van Kenhove

November 1, 1996

Brand loyalty

Brand loyalty is a familiar behavioural measure but there appears to be no valid, general attitudinal measure to allow us to track the loyalty drivers and the consequences for loyalty of our product and communications testing. We define loyalty as a...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics

Author: Ian D. Greig

September 1, 1996

Beyond customer satisfaction

This paper outlines the development of a customer loyalty programme for the residential customers of the major supplier of telecommunications services in New Zealand. The paper considers the business environment and context that prompted the...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Kate Waterhouse, Malcolm Law

June 15, 1996

Customer handling

This paper covers the factors which drive satisfaction or dissatisfaction with service events (such as fault repairs or complaints) where the customer has had contact with BT. It considers how the company can increase satisfaction through improved...

Catalogue: Seminar 1996: Telecommunications In A Dynamic Market Place

Authors: Ric Tizard, Stephen Link

Company: FDS International Ltd

June 15, 1996

What happens to the audience when a program changes time?

Loyalty to television shows is a vexing and important issue. While a show may get about the same rating from one week to the next, studies have shown that only about forty percent of this week’s audience will go on to watch next week’s...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996

Authors: Peter J. Danaher, Troy Stanton

June 15, 1996

Meta consumption

This reference to Credit Mutuel's Assises has allowed us to grasp at what point the meta-consumer was central, at the heart of the banking debate, of values, of the organisation and of strategy. This notion is not an alibi for the communicator but...

Catalogue: ESOMAR/EFMA Seminar 1996: Consumer Trends In Banking And Insurance

Authors: M. Nussenbaum, A. Souvayre, Catherine Becker

Company: SORGEM IMR

May 1, 1996

The value of contacts in promoting brand equity

Brand equity is basically related to the capacity of a brand to win and maintain loyal customers. It represents a new dimension in contemporary marketing that focuses on winning share of loyal customers to improve and preserve market share. Common...

Catalogue: MENAP Forum 1996: Pressure On Profit

Authors: Joseph Khoury, Oscar Jamhouri

March 1, 1996

Newspapers as fast moving consumer goods brands

The marketing term "FMCG" stands for "fast moving consumer goods" which are usually exemplified by grocery products such as baked beans or detergents. It is however obvious that few product areas provide such excellent examples of FMCG as the...

Catalogue: Seminar 1995: Strategic Publishing And Advertising Accountability

Author: Philip Wisson

November 1, 1995