Consumer Behaviour
Consumer Behavior
Report: Yana’s Fitness Centre |
Table of Contents:
Contents Page #
Introduction ................................................................................................ 3
Changing the users attitude towards purchase .................................... 3
Customer detections and customer recovery ................................................ 5
Progressing from loyalty to Customer Relationship .................................... 6
Differences between loyalty and customer relationship ........................ 7
Benefits to Yana’s Fitness Centre ............................................................ 8
Benefits to the customers ........................................................................ 9
Conclusion ................................................................................................ 10
References ................................................................................................. 11
1.0 Introduction
This report is prepared on the request of my Proprietor which details how i might change members and potential members’ behaviour through marketing towards Yana’s Fitness Centre.
Yana’s fitness centre is run by market oriented approach. Yana’s fitness Centre is currently facing problems with its customer satisfaction resulting in increased number of customers leaving/dropping-out. This report will highlight the key reasons of why customers are leaving such as lack of good quality of service. Yana’s fitness centre can change its customers’ perception by introducing new attributes such as new equipment. Dropped-out customers can be recovered recognising their inconvenience and making an apology. Yana’s fitness centre can improve its customer relationship by introducing new planning and feedback system. The behavioural and psychological differences are discussed such as perception of the customers. Improved communication will benefit both the centre and its customers.
Report: Yana’s Fitness Centre |
Table of Contents:
Contents Page #
Introduction ................................................................................................ 3
Changing the users attitude towards purchase .................................... 3
Customer detections and customer recovery ................................................ 5
Progressing from loyalty to Customer Relationship .................................... 6
Differences between loyalty and customer relationship ........................ 7
Benefits to Yana’s Fitness Centre ............................................................ 8
Benefits to the customers ........................................................................ 9
Conclusion ................................................................................................ 10
References ................................................................................................. 11
1.0 Introduction
This report is prepared on the request of my Proprietor which details how i might change members and potential members’ behaviour through marketing towards Yana’s Fitness Centre.
Yana’s fitness centre is run by market oriented approach. Yana’s fitness Centre is currently facing problems with its customer satisfaction resulting in increased number of customers leaving/dropping-out. This report will highlight the key reasons of why customers are leaving such as lack of good quality of service. Yana’s fitness centre can change its customers’ perception by introducing new attributes such as new equipment. Dropped-out customers can be recovered recognising their inconvenience and making an apology. Yana’s fitness centre can improve its customer relationship by introducing new planning and feedback system. The behavioural and psychological differences are discussed such as perception of the customers. Improved communication will benefit both the centre and its customers.
References: Marong B., 2011, Consumer Behaviour Lecture Notes, London School of Business and Finance, London. Baloglu S., 2002, Dimensions of consumer loyalty, Cornell University Press, New York. Mullen B. & Johnson C., 1990, the psychology of consumer behavior, Laurence Erlbaum Associates Inc., New Jersey. O’Brien, Louise and Charles Jones, 1995, “Do Rewards Really Create Loyalty?”. Harvard Business Review (May – June). Harvard University Press, Massachusetts. http://www.businesslink.gov.uk/bdotg/action/detail?itemId=1075422939&type=RESOURCES http://www.maths-in-industry.org/miis/38/1/Consumers.pdf http://www.learnmarketing.net/consumer.htm http://www.destinationcrm.com/Articles/Older-Articles/Experts-on-Call/Can-Small-Companies-Benefit-From-CRM-42906.aspx http://knowledge.wpcarey.asu.edu/article.cfm?articleid=1304