MKT 399 Final Project

8/10/2019 MKT 399 Final Project

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*

Fall 2011

College of Business Administration

Graduation Project

MKT 399

Name: Ahmed Mohammed Al Kabra

ID: 1013011

Submitted To: Dr. Mohamed El Adly

Submitted On: 11-01-2012


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-

Content Page Number

Introduction1-3

Measuring customer satisfaction3-12

The effect of media on the customers loyalty12-14

Customer relationship management 14-16

Customer satisfaction, loyalty and business

performance16-19

CRM and Service Quality20

The research and the questioner21-24

Data analysis 25-31

Conclusions32

References33


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INTRODUCTION:Nowadays, its well known that the internet has affected our life in all the aspects. The

internet has modified our life and makes it easier and more flexible to deal with

everything. In the business world, the internet changed the concept of the customers in

the relationship building to work. The internet even changed the concept of marketing

as well as many things in the world and makes it only towards the sale. Nowadays, the

customers have more and better chances than before. Customers have a lot of options

that are available through the internet which makes it easier for them to deal with

everything you want to. Consumers are the layer of the society who is heading the new

changes and procedure for the business world. Consumers with a simple click, they can

know all the details and procedure he/she wants. The life we live and the lifestyle as

well are the one who make companies compete between each other in order to get the

satisfaction of the customers and also the needs of the customers. When the company

uses the informations of the lifestyle of the people, they can help them to get the best

results while dealing with the customers. Most of the companies didnt catch up with the

new empowered customers, and the customer service has suffered enough. The

customers have the feeling of under-whelmed, over promised and undelivered, and this

is the reason why customers suffer, and they say that the level of customer loyalty is

low.(Griffin)

Companies before, they tried to affect the behavior and the attitude of the customers by

trying to get the satisfaction of them in any way. The loyalty of the customers mainly

depending on the performance of the company. The loyal customer is the customer who

has the biasness for the company and its products. The company should always

maintain the loyalty of the customers in order to get more benefits. The loyalty of the


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customer consists of both duration and also needs to purchase at least twice from the

company. It also consists of both customer retention and total share of customer. We

can define the customer retention rate as the percentage of the customers who

purchased from the company more than one time in a short time. There is a wrong idea

most of the companies have, that they consider retained customer is a loyal customer.

(Griffin)

There are many factors that may affect the level of satisfaction of the customers who

should be noted and analyzed to increase the customer base of the company. These

factors are the following; Service of quality, how reliable is the service and other factors

which may lead to many levels of satisfactions. In the business world, in order to rise up

the share of the company, they should be famous for their loyal customers who is an

evidence for the success of the company. For a company, besides the gains in the

market share, they should have marketing base of customers who make the company

successful or not. The company deal with customers and consider them the treasure of

the company that they want to keep. For this reason, the company will provide the

customers with the best services and products. There is a strategy for the companies, to

keep the relation strong and good with the old customers in order to have the chance to

deal more with them and may lead them to new customers. The satisfaction of the

customer may vary from person to another because of the difference of their thinking

and their need as well, so it is hard to measure the level of the satisfaction of the

customers. The satisfaction of the customers could be noticed if the customer comes

back again to the company and also through the rating papers. (Customer Satisfaction

Surveys)


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Measuring customer satisfaction:The companies are focusing and putting their efforts to measure the customer

satisfaction and to know their preferences regularly to improve the service quality of

their products to remain active in the market and to grab more market shares.

There are a lot of benefits of having loyal customers who will affect the cost saving of

the company in the long-term run such as having lower marketing cost and lower

transaction costs.

There are many reasons that make any company want to make a normal customer

become a loyal customer. These reasons are the following, have more purchases from

the company, strength the position of the company in the global markets, will have more

money because of less need for advertising, having no fear because of the price

competition and also to have free advertisements through the loyal customers.

Whenever the company is putting less effort to acquire new and new customers that is

the key to be a failure in the market and also the sale will be less than Leeds to

nonpayment for the employees. The dissatisfied customer can cause a long term loss

for the company in the long run. If this is happening to go for the push strategy to retain

the customers and have more business.

Customer Loyalty and Purchase Cycle:

The cycle of purchasing is consists of five vital stages, which verify the process and

showcase the customer supremacy. These five stages, also, inhabit the ability of the

consumer to pursue the best-buy products and/or services. The 5 stages are mentioned

below as:

1. Gain awareness and knowledge about the product


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2. Making initial investments

3. Post purchase evaluation

4. Decision to repurchase

5. Repurchase

For a consumer, the products and/or services pursued are shaped in two methods: one

discussed through purchasing power; while, the other through loyalty, these methods

may vary on the degree to attract potential customers and retaining the existing ones. In

addition, to the fact, there is always a major difference between: perceived and actual

performance of the product and/or service itself. The role of customers attitude towards

the company and its offering has no concrete association for the formation of loyalty.

For instances: a company is not reputed for its product and/or service, but has been

successful differentiated itself in the market, that alone can bring loyalty out of

uniqueness. Therefore, it can be said, strong differentiation leads and translates higher

loyalty with adding multiproduct lines can further enhance the chances of long-term

survival. To conclude, it is clear that no differentiation will lead to have no loyalty (or

attachment) to the offering and will, thereof, create less frequent purchase and varying

in demand.

The consumer enters through four exchanging loyalty categories, by which the

consumer translates itself to customer or remains estranged. Before, proceeding to the

classifications, it is only necessary to understand the major difference between a

consumer and a customer. The consumer is the end user, not necessarily a loyal one.

Whereas, the customer, technically, is anyone who can buy the product before it


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reaches the market, through the formation of loyalty to a particular brand. For which,

these 4-way classifications help to achieve the ultimate end-users are:

1. No loyaltythe consumer is not aware of the product and/or service, if tries enter

into other two stages: either; no use or moves to the nest stage,

2.Latent loyaltythis is where the consumer forms a good attitude and by doing less

frequent purchase of the product and/or service, then deciding to move to next

stage,

3. Premium loyalty the most aimed loyalty level by all industries over the world,

where a consumer successful translates to a customer who develops high:

responsiveness, level of attachment, attitude and purchasing ability. However, the

consumer may not be the most frequent buyer, until and unless,

4.Grown to loyal customerwho is an ideal for any business, this person is the true

essence for which reason the business was established and pledged to satisfy the

needs and wants of this loyal customer.

(Griffin, PUT LOYALTY (THE RIGHT KIND) ON YOUR CHRISTMAS LIST)

The above stated course of action only defines the beginning of the purchasing and

loyalty cycle. There, in fact, is the entire process of stages, which is extensively utilized

by the marketing department. however, before listing the steps to build loyalty within the

consumers, it is essential to recognize what and who are the loyal customers whom

every business institute wants to develop and realize.

The loyal customer, by the very definition, signifies the consumer who makes a

purchase from a particular brand through:

Repetitive purchase within the brand; whether, in between product line or not.


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Offering high responsiveness: by participating through feedback, suggestion and so

on so forth.

Using personal marketing practices: such as; WOM (word-of-mouth) technique, to

refer it to others.

High attachment level enabling immunity from competitors: for example; Harley

Davison owners refuse to acknowledge other brand motorbikes.

In tough circumstances, enabling the business to survive by ensuring its market

growth dominates the rest. (Ward)

In todays competitive corporate environment, businesses are readily investing an

excessive amount of money to understanding the philosophy of their targeted audience.

In order, to serve them better and able to devise a method by which the consumer

varying demands can be measured and noted. However, for the time being, the

businesses focus on how to develop loyal customers through which they can carry out

their experiment to generate conceptual machine, which can ensure the shift in

consumer demands.

Marketing departments; whether, it externally outsourced or internally utilized, have

generated methods over the decades to convert consumers to loyal customers. They

have figured out that the consumer travels through 4-way classification, but that is only

to know where the potential customer stands before the brand do. The reality

showcases that a consumer needs to be pushed in different stages by only which

he/she may successful transfer into a desired loyal customer. These transferring

techniques that a consumer willing undergoes are noted as:


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I.Stage onea consumer is listed a suspect, not knowing whether they will buy or not.

For which reason, marketers develop test samples for product and factual reports

for service to present their case to the potential suspect. This potential suspect

becomes a prospect that has tried the product and/or service, also contains the

ability to buy. Whereas, the prospect could be a disqualified prospect that does not

contain the ability to purchase, but may admire or hold aspirations to purchase in

the future. (Hale, 2011)

ii. Stage two first time purchases, who may, in fact purchase some product and/or

service from the competitor in order to test who provider`s higher value to him/her.

For which marketing focus on sales personal to provide the best service level. (Hale,

2011)

Iii. Stage threecontinues purchasing occurs, the consumer display the change and

translation and seeks to build long-term relationship. Marketers, at this stage, try to

enhance the relationship by personalizing the brand for the consumer and

showcase high responsiveness to their needs and wants. (Hale, 2011)

iv. Stage fourthe consumer now has become a client, who is purchasing daily basis

and has immunized the competition in the market for a particular brand of choice.

The marketers offer localized and customized services with the products and/or

services to be tailored to the clients choice in order to retain them and enable them

to move to the next stage. (Hale, 2011)

v. Stage five from a client this consumer is an advocate, by doing personal

marketing on behalf of the brand. If not, then the consumer may most likely become

a lost consumers who does not bring at least one purchasing buyer to the brand


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during their purchase cycle. For which, marketers offer greater value and

promotional offers to regain and sharpen their skills and abilities to spread good

word for the brand. (Hale, 2011)

Through these stages, the marketers and their business level executives are able to

understand the consumer. They are then able to differentiate and focus on those

consumers who are likely to buy from those who are not going to. For this, businesses

have developed a profit generating system. This system enables businesses to

separate and primarily focus on the suspects in order to know; whether, they are

qualified prospects or disqualified prospects. As soon as, the disqualified prospects are

strained out of the system the better for the businesses. (Griffin)

Then, through the conversion process, the qualified prospect can move into the stages

of first-time customers, repeat customers, clients and finally, advocates. This directly

correspondent with the categorization of the loyalty from having none into latent,

premium, and grown loyalty customers.(Griffin)

The rule of thumb applied for the profit generating system is exactly the same as the

translation from the 4-way classification of loyalty, from the next stage to be other.

However, the advocate stage is highly emphasized by the company in order to intact its

brand influence over the advocator through two key criteria:

A. Generating continues need for the product and/or service.

b. Ability to pay the price for it.

(Griffin)


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The first- time customer; however, is oriented not through sales and promotion program,

but through building a life-long relationship which marketers enhance through

specialized sales personals. Due to the fact, the first - time customer is only trying out

the product and/or service, it is essential to build the proper brand imaging and set the

right, differentiated perceptions from the competitors. Thus, only a reoccurring of

purchase can be executed by the very individual buyer. If failure to translate that to the

first - time customer, second chance only to be occurred by luck. (Griffin)

As the very individual walks into the company to repeat purchasing, this interaction, for

the time being, should be seen as an opportunity to add and enhance the value. By

providing more information, the customer walks into open arms of the brand and learns

more about it; which in turn, allows the individual buyer to view the brand as a personal

domain to be existing with people who are closer than the competitors. Needless to

mention, the repeat mode does drive sales and profit level high and ensures the survival

of the business. (Griffin)

The most important, above all, is the client themselves. They have formed a personal

trust factor relationship which has progressed to becoming a proactive one.

The brand has proven to be dependable

The brand has proven to be accountable

The brand has earned the confidence

The brand has earned the individual

The client at this stage and point in time disregards the fact of the purchasing amount or

the minor mishaps occur with it. Moreover, it becomes easy to retain clients, but once

loss it becomes harder to convince them.


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If a brand does suffer the loss of clients, it should be viewed as an opportunity and not a

threat. Due to the listed facts below:

It allows the company to review its PR, and various other facilities.

Negative publicity does not occur; therefore, forming new relationships is possible.

By successfully, identifying the problem, elementary steps for prevention can be

taken from preventing any other mishaps or losses. (Griffin)

For which reason, often business does sort data concerning the number of customers

they have and those who add value to the business. By using their personal data, a

personalized relationship is often strategically planted by various businesses. Such as,

many retailers often provide membership cards; only by filling the details the business

customizes the services. This leads on to the profit generator cycle, which ensures the

motivated clients (or grown loyal customers) to invest and enjoy the facilities provided

with excellent service benefits tailored to carter the forever growing needs and wants.

(Griffin)

The effect of media on the customersloyalty.Nobody can deny that fact that social media has a major influence on the people

nowadays in all of the aspects of our life. People nowadays affected a lot of many social

websites such as Facebook, twitter and others that affect opinions of people.

Companies realized the fact that people are using these social websites most of the

time, so they decided to take advantages of this fact to increase the customer base for

them. For people, having a direct relationship with the managers on the social websites

may lead to have more customers for the company of this manager. Companies knew

that social media effect on the customers, so they decided to deal with the media in


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certain ways that may insure them the best results for them. For some people, they are

loyal to a certain product or service because its name or presenter. Many companies

have a large customer base because they have a good social communication with their

customers through their official website and also throughout the advertisements. (How

Social Media Is Changing Customer Loyalty Programs)

There are many reasons that make the customers may not come back to the company

which may be because of the products and services, the treatment the customer having

in the company. Having a problem in earlier time between the customer and the

company may lead to loss of the relationship between them. If the customer feels that

there is no managing or order, which has a bad effect on both the customer and the

company. For customers, if they found another company that offered better products

and better treatment as well. (Griffin)

In 1950`s, the competitive landscape has been affected by many factors such as the

techniques of the mass production and mass marketing because of make both products

and services more available to the customers. Even the purchasing and the relation

between the customer and the seller has been changed totally because of the earlier

factors mentioned before. The relationship between the customer and the seller become

purely business relation that makes the customer treated by his budget only. In the past,

shopkeepers were more concerns of following what their customers really need, but

now they lost this concern because of the existence of the products and services

everywhere now in the markets. Companies noticed the previous point and started to

have a connection with the customers to keep up with them to know their needs and to

provide them with the best treatment. (Esther, 2011)


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There are a lot of changes happened in the business world. It has been moved from

selling to marketing. As the time goes on, business moved from seller`s market to

buyer`s market. Today with the presence of chances of buying, the customer is free

what and from where he wants. The company may do al lot of things to improve and

develop its products and services, but there is mainly a concern if these improvements

satisfy the customers or not. Companies nowadays are focusing more on relational

exchange to maintain the relation and get their satisfaction. These relationships may

become extended one that may have influence later some things like transaction cost

and profitability and other things. (Jaipuria, 2006)

Customer Relationship ManagementCustomer Relationship Management CRM is a strategy that targets customers through

many things such as internal and external processes and functions in order to get a

profit and the long term one. The CRM is mainly a concern of the customer who may

benefit the company at most and may make everything to the customers in order to get

their maximum satisfaction. (Johnstone, 2011)

The presence of the company mainly depends on the strength of the relationships with it

stakeholders in the market. The Company should care a lot of their customers, because

their satisfaction reflects on the returns of the company. If the customers really satisfied

from the company, they will deal more with them, which mean more money and

financial transactions. All the companies should manage their relationships with the

customers regardless both the type and the size of the company. The satisfaction of the

customers stimulates the company to move on to grow and improve itself to have a

good place in the market. (Jaipuria, 2006)


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CRM means to do what its possible to do (creating, maintaining, developing) the

relationship with the customer in order to make it a long-term and successful. If

companies succeed to create a strong relationship with the customer, they will gain

his/her loyalty towards them, which is considered as a great step for the company to

enter the global market. Loyal customers means a lot for the companies to rise up their

benefits through their products or services, so the companies will try to maintain the

relationships with them to have a big customer base. Nowadays, with the new

technologies and how communication is much easier than before, its easier to have a

direct link between both the CRM and customer loyalty. For companies, there is a fear

of the unsatisfied customer may affect other satisfied customers with his own opinions,

which may affect the loyal customers towards the company in a bad way. Opinions of

unsatisfied customers may change the loyalty of satisfied customers or themselves to

be loyal to another company. Losing a customer without trying to find the reasons and

the results of the loose may lead to begin to decrease the customer base. Companies

tried to avoid the problem of unsatisfied customers by collecting the feedback from

customers and try to analyze the problem and try to solve it with informing the

customers with reaction done. (Jaipuria, 2006)

Its obviously known that if a company wants to maintain its economic situation and

improve it, they should enhance the relationship with its customers because they are

the one who may rise up or bring down the economics of the company. Enhancing the

relationship with the customers is essential for all the companies regardless its type and

size. For the big companies, they want to maintain this relationship with the customers

in order to maintain its position in the global market. For the small companies, they want


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to enhance the relationship with the customers in order to enter the global market and to

have its own position there. In order to have a successful relationship with the

customers, there must be a studied strategy to work according to. To ensure the

success of the relationship with the customers, a CRM should be designed according to

the nature of the company and the nature of its customers. Many companies have

Customer Relationship Management software that it may be considered as a tool to

apply the strategies needed with the customers. For companies, it takes less time for

them to make an ordinary customer to buy again than to have a new customer. For the

previous point, companies try their best to keep their customers in order to increase the

customer base. (Jaipuria, 2006)

Customer satisfaction, loyalty and business performanceThe role of the CRM is to ensure that the customers of the company are satisfied, and

they are becoming more loyal to company. There is a term known in the business world

which is satisfaction-profit chain which mainly explained how much the loyal

customers may lead to other loyal customers who lead to more benefits for the

company. Companies try to understand their customers, their needs and their

expectations to provide them with what they expect to have and more, which may lead

to increase their satisfactions and loyalty. The more level of satisfaction the customer

had, the more the customer will purchase from the company. (Jaipuria, 2006)


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For companies, the satisfactions of the customers has been studied and analyzed

throughout all the time. A lot of researches have been done about the customer

satisfaction and the possible ways to increase it and how to maintain and develop it as

well. The satisfaction of the customers may be considered as a positive response to the

company regarding its products and services. Companies are motivated by the satisfied

customers to maintain their satisfaction, and also motivated by the unsatisfied

customers to do the best to make them satisfied with the performance. The level of

satisfaction of the customers is mainly about the expectation of the customer and what

his/her reaction after getting the product or the service. As higher the expectations of

the customers meet the delivers of the company, the more level of the satisfaction the

customer will have. Furthermore, when the delivers of the company exceed the

expectation of the customer, the company has a bigger chance to have more loyal

customers in the long term run. On the other hand, if the expectations of the customer

Customer

Satisfaction

Customer

Loyalty

Business

Performance

Understanding

customer requirements

Meet customer

expectations

Behavioural loyalty

Attitudinal loyalty

Revenue growth

Share of customer

Customer tenure


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didnt meet the delivers of the company, the customer will be dissatisfied, which affect

badly on the customer base and the customer loyalty. Sometimes, if the expectations of

the customer were low, and once he receives the delivers of the company, he found it

low, this will not make the customer satisfied. (Jaipuria, 2006)

The satisfaction of the customers is considered as a scale of the success of the

company in the global markets. There is a big need for the company to gain the

satisfaction of the customers in order to increase the business of the company to have

more shares in the markets. It`s obviously know that satisfaction of the customer will

affect the times that the customers will purchase later. (Customer loyalty in the hotel industry:

the role of customer satisfaction and image)

The customer loyalty could be explained as the behavior of the customer towards a

company, and it could be measured by how many times the customer purchase from

the company in a period. These loyal customers strengths the position of the company

in the global market and it`s considered as evidence for the success of the company.

For the customers, it could be a general idea that loyalty is conditional by both major

factors, which are satisfaction and service quality. There are minor factors that affect the

loyalty of the customers such as psychological factors and also the reputation of the

company itself. (Customer loyalty in the hotel industry: the role of customer satisfaction and image)

Loyal customers will continue dealing with the same company and the relationship

between them, and the company will become bigger as the time goes on wherever they

find what they want according to their expectations. The loyalty of the customers has an


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influence on the economics of the company in many aspects regarding the prices and

the cost of both services and products.

We can measure the loyalty of customers by two views. First view, we can consider the

customer loyalty as an attitude. This attitude could be explained as the reaction or the

impression of the customer towards a product or a service and how he feels towards it.

The attitude mainly controlled by the intention to buy again forms the company. The

level of loyalty depends on the feeling on the customer. Second view, we can consider

the loyalty of the customer is behavioral. This view will be noticed when the customer

re-purchase from the same place, and also by increasing the recommendation of the

product or the service. The behavior mainly controlled by the repeat to buy again forms

the company. The customer, whether he has attitude or behavioral view, he is

considered as a loyal customer for the company. (Customer loyalty in the hotel industry: the

role of customer satisfaction and image)

It is hard to measure the attitude of the customers because it is unseen. The customer

attitude could be measured sometime by the evaluating papers found in every

company. In this view, we can measure the degree of loyalty of customers by keeping

the customers loyal for them. The specialists in the business world combined the both

views into one view that cover all the ideas in them. Companies consider the customers

who buy more than once every period of the time as a high loyal customer who is the

one should be the motivation for the company to grow.


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CRM and Service Quality

Service quality is very important for any company in order to maintain the process of

development and growth as well. The service quality was an interesting topic that most

of the companies started to study and to apply. There is a difference between the

service quality, and the customer satisfaction where service quality is longer-run while

customer satisfaction is a short-term run. We can determine the satisfaction of the

customer by comparing his/her expectation and what he/she received from the

company. The previous point indicates that we dont count the opinions of the

customers, unless they try the products or services of the company. (Customer loyalty in

the hotel industry: the role of customer satisfaction and image)


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This will be the questionnaire that we will distribute to a certain group of customers in

order to get their feedback. The results of the questionnaire will determine the response

of the customer towards the products or services of a certain company. The main

reason of the questioner is to determine how loyal the customers for the company are

and the reasons they become loyal customers or not loyal. The questioner conducts

around 100 customers from males and females from different ages of Toyota

Companycustomers.


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Customer Loyalty Questionnaire

Gender: A) Male B) Female

Age: A) less than 18 (B) Between 18 and 25 (C) between 25 and 40 (D) More than

40

1. Did the product purchased from Toyota Company satisfy you?

A) Yes B) No

2. Is the delivery of the purchased product fast enough or not?

A) Yes B) No

3. What you think about the service that provided by Toyota after selling is it good?

A) Yes B) No

4. Will you buy from Toyota ever again?

A) Yes B) No

5. Is there enough stock that can satisfy all the customers without any problems?

A) Yes B) No

6. Will you recommend Toyota products to your friends and family?

A) Yes B) No

7. Did you like how the staff is dealing with the customers?

A) Yes B) No

8. Are you satisfied with the information that has been given to you regarding the

product you has purchased?

A) Yes B) No

9. Did any of your friends or family become a customer regarding your

recommendations?

A) Yes B) No


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1 : HighGoodmore than 5

2 : NaturalNormalbetween 2 and 5

3 : Low or Badless than 2

1. How likely are you to purchase again?

1 2 3

2. How often you will let someone know about what you faced?

1 2 3

3. In past 6 months how many times did you purchased from Toyota?

1 2 3

4. In the past 6 months how many people did you told about what you faced on thecompany?

1 2 3

5. In the past 6 months how many of those people have purchased from Toyotacompany?

1 2 3

6. In the past 6 months how many times did you criticize or give suggestions to thecompany?

1 2 3

7. If the prices increase 10% how likely are you to buy from Toyota?

1 2 3

8. If you found that there is other companies provides less prices by 10% how likelyare you to buy from them?

1 2 3


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9. How vital is the competitive advantage this product provides?

1 2 3

10. When you want to buy a car, how often do you buy from Toyota instead of

others?

1 2 3

11. What you think about continuously buying from Toyota instead of other brands?

1 2 3


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DATA ANALYSIS

Gender Out of 100

Male 61

Female 39

Results :

From this question, we found that most of the customers are male, so the new

plans should take into consideration this point to meet the future expectations for

males.

0

10

20

30

40

50

60

70

Male Female

Gender


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Did the product purchased from Toyota Company satisfy you Out of 100

Yes 72

No 28

Results :

From this question, we found that most of the customers are really satisfied with

the products and services of Toyota, but we can`t neglect that there is a ratio of

unsatisfied customers which will be lower after making studies and try to find the

best solutions to satisfy them.

0

10

20

30

40

50

60

70

80

Yes No

Did the product purchased from Toyota Company satisfy you


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Would you like to purchase goods and services from this company again? Out of 100

Yes 68

No 32

Results :

From this question, we found that there are a good percentage of people who

may come again to purchase from Toyota who are considered as loyal

customers.

0

10

20

30

40

50

60

70

80

Yes No

Would you like to purchase goods and services from this company again?


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After receiving your recommendation, have any of your friends or relatives become acustomer of this company?

Out of

100

Yes 43

No 57

Results :

From this question, we found that loyal customers have an effect on their

relatives and friends which is considered as a good point for increasing the

customer base in the long term run.

0

10

20

30

40

50

60

Yes No

After receiving your recommendation, have any of your friends or

relatives become a customer of this company?


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How many times have you purchased (this product or service) from (our company) in

the past 6 months Out of 100

1 "more than 5" 1

2 "between 2 and 5" 4

3 "less than 2" 95

Results :

From this question, we found that the number of the customers who purchased

more than 5 times is low because the high price of both goods and services of

Toyota Company.

0

10

20

30

4050

60

70

80

90

100

1 "more than 5" 2 "between 2 and 5" 3 "less than 2"

How many times have you purchased (this product or

service) from (our company) in the past 6 months


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How many times have you offered constructive criticism or suggestions for product or

service improvements over the past 6 months?

Out of

100

1 "more than 5" 5


3 "less than 2" 63

Results :

From this question, we found that most of the customers didnt give their

criticism or suggestions directly to the company, and they just keep their ideas

between them and the people they know.

0

10

20

30

40

50

60

70


How many times have you offered constructive criticism

or suggestions for product or service improvements over

the past 6 months?


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How likely are you to repurchase if a like competitor has a price that is 10% lower? Out of 100

1 "more than 5" 62


3 "less than 2" 8

Results :

From this question, we found that there is a high percentage of customers who

will go to the competitors even if they are loyal customers. On the other hand,

there are some customers who will continue purchasing from Toyota Company

because they have a believe that their products are the best regardless the prices

of its` competitors

0

10

20

30

40

50

60

70


How likely are you to repurchase if a like

competitor has a price that is 10% lower?


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CONCLUSIONS and Recommendation:In the business world, there are many changes that happened through the past years

due to technological changes. In the business world, companies compete all the time

with each other in order to have a special position in the global market. So, all the

companies nowadays start to develop new strategies that can enhance the relationships

with their customers because they are the one who rises up the shares of the company

in the global market. There is a need for each company in the world to have loyal

customers who have a big benefit for the company. The customers cant be loyal

customers until they are satisfied of the company. The level of satisfaction may defer

from one customer to another. In the business world, there is a strategy called the CRM

Customer Relationship Management which can be defined as the ways to enhance

the relationships between the customer and the company and to make a long term

relationship. The loyal customer should be treated in a way that insures he will stay

loyal to the company and may bring new customers for them as well.

After seeing the results of the questionnaire which has been done, the company

recommends to do more researches about how to keep the customer loyal to the

company and how to make the normal customer become loyal. It is also recommended

to have price strategies that make it able for them to compete with other companies who

have products and services in the same field of working. Its also recommended to

encourage the customers to express their opinions and their feedbacks as well about

the products and services and also anything related to the company in order to know

the both points of weakness and strength.


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References:1) Customer loyalty in the hotel industry: the role of customer satisfaction and image. (n.d.). Retrieved

January 2, 2012, from Emereld, Research you can use:

http://www.emeraldinsight.com/journals.htm?articleid=867348&show=html

2) Customer Loyalty Questionnaire. (2010, October 30). Retrieved January 2, 2012, from Sample

Questionnaire: http://www.samplequestionnaire.com/customer-loyalty.html

3) Customer Satisfaction Surveys. (n.d.). Retrieved January 2, 2012, from Survay Anlaysis:

http://www.analysesurvey.com/customer-satisfaction-surveys.html

4) Esther. (2011, August 13). Ritz Carlton. Retrieved January 2, 2012, from Paper Camp:

http://www.papercamp.com/essay/32053/Ritz-Carlton

5) Griffin, J. (n.d.). Customer Loyalty. Retrieved January 2, 2012, from Strategic Planning Marketing and

Sales Consultant: altfeldinc.com/pdfs/Customer Loyalty.pdf

6) Griffin, J. (n.d.). PUT LOYALTY (THE RIGHT KIND) ON YOUR CHRISTMAS LIST. Retrieved January 2,

2012, from Jill Griffin - The Loyal Maker: http://www.loyaltysolutions.com/pdf/llevels.pdf

7) Hale, J. (2011, July). Growing Loyal Customers. Retrieved January 2, 2012, from Driving Retention:

http://www.drivingretention.com/growing-loyal-customers

8) Henning, J. (2009, November 13). Customer Loyalty Questions. Retrieved January 2, 2012, from The

Listening Post: http://blog.vovici.com/blog/bid/23499/Customer-Loyalty-Questions

9) How Social Media Is Changing Customer Loyalty Programs. (n.d.). Retrieved January 2, 2012, from

Customer Loyalty Institute: http://www.customerloyalty.org/how-social-media-is-changing-customer-loyalty-programs/

10)Jain, Rajnish; Jain, Sangeeta. (2005, October 1). Towards relational exchange in services marketing:

insights from hospitality industry.Retrieved January 2, 2012, from High Beam Business:

http://business.highbeam.com/62525/article-1G1-187327725/towards-relational-exchange-

services-marketing-insights

11)Jaipuria, A. (2006). Retrieved January 2, 2012, from The University of Nottingham:

http://edissertations.nottingham.ac.uk/cgi/search/simple?screen=Public%3A%3AEPrintSearch&q_m

erge=ALL&q=Akshay+Jaipuria&order=-date%2Fcreators_name%2Ftitle&_action_search=Search

12)Jay Kandampully,Dwi Suhartanto. (n.d.). Customer loyalty in the hotel industry: the role of customer

satisfaction and image. Retrieved January 2, 2012, from Emerald, Research you can use:

http://www.emeraldinsight.com/journals.htm?articleid=867348&show=html

13)Johnstone, S. (2011, August 18).About Quali5.Retrieved January 2, 2012, from Slide Share:

http://www.slideshare.net/SimonJohnstone/about-quali5


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14)Ward, S. (n.d.). 8 Rules For Good Customer Service. Retrieved January 2, 2012, from About.com:

http://sbinfocanada.about.com/od/customerservice/a/custservrules.htm

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