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Customer Retention Strategies for Promoting the Ioc Xtra Card

Malarkodi M.

ISBN 10: 3659131342 / ISBN 13: 9783659131349
Published by LAP LAMBERT Academic Publishing
New Condition: New Paperback
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Paperback. 124 pages. Dimensions: 8.7in. x 5.9in. x 0.3in.The objectives of the study were to analyze the general characteristics of IOC Xtra card users; to examine the usage pattern of IOC Xtra card; to estimate the market potential of the IOC Xtra card; to examine the attitude of the customers towards promotional programmes and brands; to suggest appropriate strategies for retaining the customers and to increase the use of IOC Xtra card in the Coimbatore city. Considering the possession of vehicles by the customers and willingness of the customers to purchase the card in future, the potential customers were estimated to be 1, 57, 924. The second and third cluster customers accounted more potential customers when compared to the other clusters. Among the users 31 per cent suggested the problems as poor machine maintenance and advertisement in TV, radio and newspapers. Among the non users, 26 per cent of the users suggested media of advertisement as hoardings and wall paintings in the outlet followed by 21 per cent of the customers suggested as placing hoardings in some important places and advertisements in TV, radio and newspapers for promoting the sale and use of IOC Xtra card. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9783659131349

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Synopsis:

The objectives of the study were to analyze the general characteristics of IOC Xtra card users; to examine the usage pattern of IOC Xtra card; to estimate the market potential of the IOC Xtra card; to examine the attitude of the customers towards promotional programmes and brands; to suggest appropriate strategies for retaining the customers and to increase the use of IOC Xtra card in the Coimbatore city. Considering the possession of vehicles by the customers and willingness of the customers to purchase the card in future, the potential customers were estimated to be 1,57,924. The second and third cluster customers accounted more potential customers when compared to the other clusters.Among the users 31 per cent suggested the problems as poor machine maintenance and advertisement in TV, radio and newspapers. Among the non users, 26 per cent of the users suggested media of advertisement as hoardings and wall paintings in the outlet followed by 21 per cent of the customers suggested as placing hoardings in some important places and advertisements in TV, radio and newspapers for promoting the sale and use of IOC Xtra card.

About the Author: I am M.Malarkodi, Assistant Professor(HRM), woring in the Department of Trade and Intellectual Property, Tamil Nadu Agricultural University, Coimbatore, Tamil Nadu, India. Doing my Ph.D in Management with the specialisation of Human Resource Management.

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Bibliographic Details

Title: Customer Retention Strategies for Promoting ...

Publisher: LAP LAMBERT Academic Publishing

Binding: Paperback

Book Condition: New

Book Type: Paperback

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