A Study On The Application Of Loyalty Marketing Management In IR After Sales Service Practice

Being tempted by the competitor, satisfied customers begin to change their provider in market with intensive competition. A satisfied customer is not necessarily a loyal customer. It is essential for enterprise to create customer loyalty rather than customer satisfaction. This thesis discusses how to exploit the function of switching cost management of after sales service for purpose of achieving customer loyalty. First, this thesis identifies the switching cost as the most important factor for satisfied customer achieving loyalty by studying the correlation between customer satisfaction and customer loyalty & customer's path to loyalty model . Then, this thesis discusses how to practise switching cost management in different service encounter and different customer maturity after studying the customer switching cost structure and the character of IR after sales service. In the end, this thesis offer a typical case analysis of Loyalty Marketing in IR after sales service.