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Atraer y mantener clientes - Coggle Diagram
Atraer y mantener clientes
How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention
Marco conceptual
Turbulencia de mercado: son los cambios en la estructura de mercado. Como el ingreso de nuevos competidores o nuevos productos.
Experiencia de clientes: es más importante que satisfacer necesidades. Determina la recompra.
Hipótesis y
resultados
La experiencia del cliente en su valor absoluto afecta positivamente la retención de clientes.
Verdadera
El lanzamiento de un nuevo producto en el mercado afecta negativamente la retación de clientes.
Falsa
Un nuevo producto tiene una pequeña influencia positiva en la retención de clientes.
La edad de la relación modera positivamente el vínculo entre la retención de clientes y
a) variabilidad de la experiencia del cliente.
Verdadera
b) lanzamiento de un nuevo producto.
Falsa
Clientes con una relación a largo plazo no tienden a tolerar el lanzamiento de un nuevo producto tan satisfactoriamente.
c) un nuevo competidor.
Verdadera
Un nuevo competidor en el mercado afecta negativamente la retención de clientes.
Verdadera
La variablidad de la experiencia del cliente afecta negativamente la retención de clientes.
Verdadera
Metodología: estudio empírico
Variables
Experiencia del cliente: NPS (Puntuación neta del promotor)
Turbulencia del mercado: lanzamiento de productos y nuevos competidores
Retención de clientes: variable dependiente (en meses)
Edad de relación: intervalo entre la fecha de incio y la de medición
Variables de control:
Método
Lineal
La relacion entre la retencion de clientes, la experiencia del servicio y la turbulencia del mercado en una empresa de telecomunicaciones en un país europeo.
PROMOTIONAL TOOLS-A CATALYST TO SPEED UP SALES
The study is quantitative, and the data for the study were collected from 300 clients surveyed using sampling practices.
The results reveal that only the price discount has a significant positive impact on the buying behavior of consumers using a form .
The Likert scale from 1 to 7
4 - Neither Agree nor disagree
5 - Somewhat agree
3 - Somewhat disagree
6 - agree
2 - disagree
7 - strongly agree.
1 - Strongly disagree
Four promotional tools have been studied and analyzed to explain their relationship with consumers in purchasing behavior.
Voucher
The use of a promotional coupon equipment has helped manufacturers to build a relationship with their consumers
Buy One Get One Free (BOGOF)
This technique attracts consumers psychologically and makes them purchase a product which
Discounts On Prices
Seller sets a reduced price to target consumer of loyalityto the brand
Sweepstakes and Games
Sweepstakes and games are commonly known to everyone as “lucky draws.”
Research Design
The research design used is the descriptive analysis of investigating to study the complete picture of the situation. Moreover, it implies a detailed description of all the results in the form of a table.
Research Approach
The research method used is the deductive approach. This theory is already in existence beforeand studied many times. It is a quantitative study.
Research Objectives
The settings of this research will help to examine and promotional toolsits various advantages.
Research Technique
The data were collected mainly from people of different professional groups, different genders, age, income groups.
Expanding understanding of service exchange and value co-creation: A social construction approach
service-dominant logic (S-D logic)
,all providers are service provider
service is the fundamental basic of exchange.
central aspects of S-D logic withkey concepts from social construction theories
roles
positions
social systems
interactions
social structure
reproduction of social structures
value co-creation are influenced bysocial forces
Value is co-created withcustomers and assessed on the basis of value-in-context
he study contends that value should be under-stood as value-in-social-context and that value is a socialconstruction
within marketing and management that is open for furtherelaboration, refinement, and development
The study developsand describes a new framework for understanding
Value co-creation is shaped by social forces,is reproduced in social structures,
asymmetric
actors learn and change
are dynamic
The study makes three specific contributions to theliterature on S-D-logic
how these are influenced by the dimensions of social structures:
meaning (signification)
control (domination)
morality (legitimation)
The explanatory conditions of customer loyalty in B2B business relationships
es explorar en el entorno B2B la influencia del comportamiento del cliente corporativo en la lealtad
la lealtad está afectada por atributos como
Satisfaccion
Los altos niveles de lealtad los encuentros de servicio tienden a ser más frecuentes y personalizados la interacción entre agente y cliente es más profesional,
respaldada en tecnologías mejoradas la interfaz es más cercana y profunda los clientes aportan un valor sustancial al negocio las compras suelen ser más racionales, debido. .
Valor
podría arrojar mayor robustez a los resultados, y contribuir a monitorizar mejor dicha cadena
Calidad
conocer mejor la idiosincrasia del sector
a realización de entrevistas a las empresas encuestadas podría profundizar la diversidad de caminos encontrados y delimitar su perfil para tratar de diferenciar estrategias de lealtad para cada vía
CREACIÓN DE VALOR
Es la aplicación de los servicios vinculados como
conocimiento y habilidades para generar el beneficio de las
personas
El valor del servicio es co-creado con los clientes y evaluado
sobre la base de valor en el contexto.
El comportamiento grupal prima sobre el comportamiento
individual.
Todos los proveedores son esencialmente proveedores de servicios, quienes realizan intercambios de servicio por servicios como base fundamental de su rol.
La investigación hace aporte a la teoría al focalizarse en los roles y posiciones de los actores en la entrega del servicio
El valor es único y es determinado por los actores en un
contexto determinado
Simple strategies to win and keep customers profitably
classification of the main clients of the strategies available to companies, and suggests a simple approachto prioritize them.
Each strategy should be evaluated against, typically, these four areas:
Impact on customer image, promotion, engagement, satisfaction, social media comment.
Impact on the business – e.g. net present value, benefi t trajectory over time
The probability of achievement of risk, taking into account the company's culture and history of success and failure in the implementation of change projects,
Compatibility – for example, with the brand of
values and the image.
THE FOUR STRATEGIES
Keeping customers: customer retention andmaintenance
Increase the participation of the activity in quality
The highest quality sales force approach
Customer development: customer penetration /share of wallet, improve gross value produced by customers
Develop interactions and promotions
Customer gain: customer catchingand activation
Increased investment in targeted advertisingmedia
Expand the product range to attract newcustomer
Efficiency in customer management: reducing thecosts and increasing performance
Develop propositions that rectify reasons
Keep in touch with your lost customers andkeep their data
Welcome your lost customers back
