ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Customer Loyalty
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This 10 page paper examines the difference between customer satisfaction and customer loyalty. This is achieved by reviewing Jill Griffins book ' Customer Loyalty : How To Earn It And How To Keep It', and comparing this with contemporary theories. The advantages and economic implications are considered in conjunction with the way loyal customers may be found, developed and then retained. The bibliography sites 7 sources.
Filename: TEloyall.wps

Customer Loyalty Defined
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This 4 page report discusses the concept of customer loyalty - what it is, how to get it, and how to keep it. Consumers have varying views on what an ideal relationship consists of and where they will place their loyalties. Whatever definition of customer loyalty is given, a truly loyal relationship is characterized by customers' increasing level of trust. Therefore, trust is a key factor in customer loyalty that allows the marketing professional to better understand the motivation and desires of the average consumer. Bibliography lists 5 sources.
Filename: BWcusloy.wps

Customer Relations Interview
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Customer Relations Interview This 3 page paper considers a fictitious interview with a customer relations/service manager for a large automotive company to assess the areas where customer relations are important. The paper then presents recommendations to enhance the customer relations further with the use of CRM. The bibliography cites 4 sources.
Filename: TECRinter.rtf

Customer Relations Management and Seven Unique Companies
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This 25 page report discusses six separate companies -- American Airlines, First Union, HP, Amazon.com, HomeGrocer.com, Dickssupermarkets.com, Webvan.com -- and their understanding, implementation, and enhancement of Customer Relationship Management or CRM efforts. Whether it is called customer relationship management, CRM, or just good business practice based on common sense, making customers central to immediate and long-term business action is on the rapid rise. Leading-edge companies the world over are recognizing that intimate, one-to-one relationships with their customers are critical to survival in our increasingly global and competitive marketplace. Bibliography lists 14 sources.
Filename: BWcrm.wps

Customer Relationship Management
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This 7 page report discusses the what customer relationship management (CRM) is and reviews literature related to the topic. The value of CRM is discussed along with what major factors have to be present for CRM to meet its full potential. Bibliography lists 11 sources.
Filename: BWcrmlit.rtf

Customer Relationship Management – A literature Review
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The 5 page paper is a comprehensive literature review of customer relationship management. The paper examines what it is, how and when it can be used and factors that impact on effective implementation. The writer makes use of real cases to illustrate points raised. The bibliography cites 16 sources.
Filename: TEcustrm.rtf

Customer Relationship Management; Long Term Prospects
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This 14 page paper examines customer relationship management and critically analyse how the marketer can prevent the demise of customer relationship management in the future. Evaluating this with examples how to sustain the credibility of relationship marketing for the customer. The bibliography cites 15 sources.
Filename: TEcustrel.rtf

Customer Relationship Marketing
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This 11 page paper considers the role of relationship marketing, how it impacts on companies and their customers and the value it may create. The paper examines this in the context of financial services marketing. The bibliography cites 20 sources.
Filename: TErmarkt.rtf

Customer Retention and Maximization
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This 3 page paper uses F. Robert Dwyer’s book on business marketing as a starting point for a discussion of customer retention and maximization, and why they are important. Bibliography lists 2 sources.
Filename: HVCusRet.rtf

Customer Role, Satisfaction and Retention in Regards to the Dental Practice of Dr. Sandra M. Finch, D.M.D.
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This is a 5 page paper discussing various suggestions and opportunities for customer satisfaction and retention in a dental practice. Assessment of the information available on the web site of Dr. Sandra Finch, D.M.D (www.drfinch.com), provides the reader with a good outline of the services available in her dental practice in White Rock, British Columbia. The web page gives background, education and training information about Dr. Finch herself under “Meet the Doctor” as well as other customer services areas such as “About the Practice”, “New Patient Information”, “Cosmetic Dentistry”, “Testimonials” and an email contact address under “Contact Us”. The importance of the customer/patient is emphasized throughout the web site and the invitation is also extended to welcome new patients. However, in order to retain her current patients and attract new patients, various customer relations procedures could be introduced which would provide a unique edge over the competition. These practices could include increased advertising through other areas of the media, public speeches to local social groups, customer satisfaction surveys, setting up a referral network, larger access through the web page, guaranteed appointment times and extended hours among other suggestions. Bibliography lists 6 sources.
Filename: TJFinch1.rtf