Research of Customers with a Keen Loyalty  

Oleh:

Machida, Keisuke ; Yokoyama, Shin-Ichiro

Jenis: Article from Proceeding
Dalam koleksi: 12th ANQ Congress in Singapore, 5-8 Agustus 2014, page 1-5.
Topik: Marketing; New Customer Acquisition; Word of Mouth Communication; Customer Loyalty; Keen Loyalty
Fulltext: CS2-1.1-P0274.pdf (580.37KB)

Isi artikel

Recently consumers miss important information due to information distribution increase. Marketers are harassed by how to put out the information of their product. But important information travels to consumers by word of mouth communication because generally intimate friends and acquaintance communicate the information in it. Additionally consumers feel that word of mouth communication is highly reliable. Therefore word of mouth communication is gotten a lot of attention as a method to gain new customers. Then, word of mouth communication by customers who actively create it is very effective. In this research, such people are named as customers with a keen loyalty. The study of existing customer loyalty does not discuss how customers with a keen loyalty get involved in products. So how to create a keen loyalty is still not clear. Therefore marketers cannot take an effective approach. The purpose of our research is to clear a mechanism for make customers with a keen loyalty. Therefore we interview customers about how to get a keen loyalty. This research makes it possible for marketers to take effective action to get a keen loyalty

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