Business Press Article on Customer Loyalty
Objective:
To have you identify a particular issue or strategy related to the cultivation of customer loyalty and/or retention and discuss the implications for marketing practitioners.
Directions:
In class we will discuss reasons why customers become loyal to a company, as customer loyalty is something that every business strives to achieve. Indeed, the topics of customer loyalty and customer retention have received much attention in recent years. In this assignment you are to find a recent article (published after January 1, 2000) in the business press that details (1) specific reasons why customers have become loyal to a particular company (or to companies in general) or (2) specific actions that a firm (or firms) are taking to retain its customers. You may choose any relevant article from WSJ, Fortune, Newsweek, Business Week, or another business publication. An article found on the Internet is not acceptable unless it was originally published in the traditional way--and the original version of the article should be used for this assignment. (Alternatively, you may use a story or news clip from TV, provided you tape record it. Contact the instructor for the specifics.)
Requirements:
This assignment requires you to write a short paper (3-4 pages, double-spaced) which should include:
(1) a brief summary of the key point(s) of the article.
(2) a discussion of the how this article relates to customer loyalty/retention. Be sure to clearly identify and evaluate at least three strategies being used to cultivate customer loyalty.
(3) your personal evaluation of and reaction to the article, based upon the marketing perspective you have gained during this course. Be honest in giving your evaluation.
(4) a clean, nice-looking photo-copy of the entire article (not the original copy) on standard 8½ x 11" paper.
(5) a separate sheet of paper, attached to the copy of the article, that identifies:
- your name
- the complete citation of where this article was published, including:a. author’s full name (or names)
b. name of periodical
c. title of the article
d. date of publication
e. volume number
f. issue number (if applicable)
g. page numbers
Due Date:
This assignment is due at the beginning of class on <see course schedule>.