Customer Retention Marketing Research Plan
Not what you're looking for?
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.
Purchase this Solution
Solution Summary
This solution discusses customer loyalty and provides guidance for researching and developing a customer retention plan. This solution is 443 words.
Solution Preview
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 ...
Education
- BCom, SGTB Khalsa College, University of Delhi
- MBA, Rochester Institute of Technology
Recent Feedback
- "Thank you. "
- "Thank you"
- "Thank you. I got 20/20 last week for my discussion you help me out with."
- "Thank you. Great Job. "
- "Thank you. Great Job. "
Purchase this Solution
Free BrainMass Quizzes
Organizational Leadership Quiz
This quiz prepares a person to do well when it comes to studying organizational leadership in their studies.
Situational Leadership
This quiz will help you better understand Situational Leadership and its theories.
Business Processes
This quiz is intended to help business students better understand business processes, including those related to manufacturing and marketing. The questions focus on terms used to describe business processes and marketing activities.
Lean your Process
This quiz will help you understand the basic concepts of Lean.
MS Word 2010-Tricky Features
These questions are based on features of the previous word versions that were easy to figure out, but now seem more hidden to me.