Loyalty Marketing: Attracting and Retaining Customers and Workers

Pricop Oliver Constantin () and Robu Alexandru Drago? ()
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Pricop Oliver Constantin: ”Ion Ionescu de la Brad” U.A.S.M.V. Iasi
Robu Alexandru Drago?: ”Ion Ionescu de la Brad” U.A.S.M.V. Iasi

Ovidius University Annals, Economic Sciences Series, 2014, vol. XIV, issue 2, 373-377

Abstract: The study of consumers and employees' behaviour remains a corner stone to successful marketing and management strategies. By studying and understanding both concepts we can analyze the effect that the service company employees' behaviour has on customer perceptions and the relationship in influencing each other's choices. The study proposes to analyze new formulas for attractingand retaining customers and employees, focusing on cost-efectiveness analysis and the reaction of both categories to new marketing stimuli. This analysis will provide the Human Resources Managers with new knowledge and a different approach used also by the marketing specialist. This paper therefore aimed at studying the relative importance of long-term strategies in an effort to attract and retain loyal customers and workers building and growing a sustainable business.

Keywords: behavioural strategies; loyalty methods; loyalty degree. (search for similar items in EconPapers)
JEL-codes: M12 M15 M31 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xiv:y:2014:i:2:p:373-377

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