Services Relationship Marketing/Module 8

Week 8/Module 8:

This module you are asked to discuss loyalty in your own words and then investigate your loyalty by physically examining loyalty cards or apps you might have on your phone. What does this say about your own customer behavior?

TOPIC

Customer Loyalty

Application of concepts to group project

Weekly Objective

Learning Goals: LO4, LO5

Weekly Objective

Understanding loyalty programs and customer loyalty

Activity/Scaffolding

CBS News:View The Price of Loyalty

Chapter 14 Customer Satisfaction and Loyalty

Customer Loyalty Programmes... Why Bother!

Activity/Deliverable

Discussion: What is Loyalty?

a. Define loyalty, what brands are you loyal to and why? What makes you keep coming back as a customer?

b. Open you wallet or phone apps. What loyalty cards/apps do you have (give us a number). What do you think of them, are you more loyal to those locations, discuss pros/cons of loyalty programs.

c. Watch the above TED talk video discussion loyalty program (Customer loyalty programmes... why bother!)

Share one of the points made by Lance Walker that you either agree or disagree with regarding loyalty programs. Make sure to explain WHY you agree or disagree.