A large international rental car company decides to develop a customer retention program. The goal of this program is to motivate its heavy users to continue being loyal to the company by offering them appropriate incentives. Create a marketing research plan that will help the company design the retention program. Specifically identify the type of information the company will need to design the retention program. Where to get this information from and the best method to get this information.
In order to design the retention program or to be more appropriate, loyalty marketing plan, the company will need to conduct extensive primary and secondary research to gather more information about the industry.
Let us first start with primary research. The company will need to extensively analyze the buying behavior of its customers. In other words, it will need to identify the circumstances revolving the purchase decision or buying behavior of its customers, such as decision making criteria for making the purchase of car rental services, key attributes or features desired by the customers, frequency of purchase, reasons for selecting other service provider over the company, etc. Such information can be gathered via various ...
This solution discusses customer loyalty and provides guidance for researching and developing a customer retention plan. This solution is 443 words.