While research shows that people generally view CSR activities favourably, the question remains whether that positive attitude changes consumer behaviour. To answer this question, a team of professors from Dartmouth’s Tuck School of Business focused on one specific industry — grocery retailing — and also divided the types of corporate social responsibility in their study […]
Read More… from Do CSR Initiatives Enhance Customer Loyalty?
There are two basic types of loyalty programs: frequency rewards, through which customers earn points or credits to be redeemed (a free hotel room after so many stays); and customer tier programs, in which customers receive the benefits that come from climbing to a higher status of customer (e.g. accumulating enough purchases to become a […]
Read More… from Frequency Reward Vs Customer Loyalty Programs
This is the age of multichannels. Companies today are selling their wares through the Internet, catalogues and bricks-and-mortar stores. Not all channels, however, are cost-effective, especially given the low-cost opportunities offered by moving customers to the Internet. What happens when a retailer eliminates one of its channels? Will customers comfortable with that channel migrate to […]
