Marketing reflections

Apart from creating loyalists who support the company at all mimes, such(prenominal) schemes also aim at enticing customers away from competition (Morgan, 1996). Price, stance and convenience are other determinants of customer loyalty. The case study mentioned in the article presents an overall negative picture of loyalty postings In the hospitality business. It says majority of the customers purchased the loyalty cards of the hotel because it provided good value for gold and cheap local deals. Despite having high satisfaction, such mercenaries had very imprint commitment towards the hotel (Morgan, 1996).It mentions that other means like customizing arrive for each individual, big(a) same room to regulars, business roundtable dinners, happy hour etcetera , with special attention to profitable customers, might be more prospering in retaining customers. However, the above doesnt seem to hold true for supermarket chains. Owing to a change in management, Jewel Cocos move to ditch its loyalty card and opt for everyday low prices instead was not received very well by the regular customers. They felt that their right to exclusive tax deduction was being taken away from them and thus, Coco lost quite a few customers.