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Loyalty Marketing: Attracting and Retaining Customers and Workers

Author

Listed:
  • 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)

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.

Suggested Citation

  • Pricop Oliver Constantin & Robu Alexandru Drago?, 2014. "Loyalty Marketing: Attracting and Retaining Customers and Workers," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 373-377, May.
    • Handle: RePEc:ovi:oviste:v:xiv:y:2014:i:2:p:373-377
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    More about this item

    Keywords

    behavioural strategies; loyalty methods; loyalty degree.;
    All these keywords.

    JEL classification:

    • M12 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Personnel Management; Executives; Executive Compensation
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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