PolkWP_200905_Loyalty .pdf

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1、WHITEPAPERWhatistheBestWaytoCalculateTransactionalLoyalty?May2009©2009R.L.Polk&Co.Allrightsreserved.www.polk.comWHITEPAPERWhatistheBestWaytoCalculateTransactionalLoyalty?LoyaltyisaKeyIndustryMetricLoyaltyisalwaysacriticalissueintheautomotiveindustry.Inthecurrentclimateofdramaticallydecliningsales,lo

2、yaltybecomesevenmorecriticalforautomotivemanufacturerswhocannotaffordAbouttheAuthortoloseexistingcustomers.Morethaneverbefore,automanufacturersandbrandswouldbenefitfromDANZETUisanAnalyticstrategiestomaintaintheircurrentcustomerbase.ConsultantwithR.L.Polk&TwoKeyFactorsinCalculatingLoyaltyCo.focusingo

3、nimplementingadvancedsolutionsthatsolveLoyaltycanbeexpressedindifferentforms.Viralcriticalmarketingproblems.loyaltyisdefinedbyconsumerwillingnesstoUnderstandingthedifferencesbetweentheDanhasdevelopedmarketdisposalandhouseholdmethodologiesofadvocateabrand,whileemotionalloyaltysegmentations,in-marketc

4、alculatingloyaltyrequiresanunderstandingandloyaltyscoringmodelsrepresentsaspecialaffinitybetweentheconsumeroftwokeyfactorsthatarepartoftheloyaltyandconductedproductandthebrand.Forpurposesofthispaper,wedevelopmentoptimizationandfocusontransactionalloyalty,definedasrepeatcalculation:consumerbehaviorst

5、udiespurchasesfromthesamemanufacturer,brandinavarietyofindustries,°PurchasedVehicle:Thevehicleboughtbyanincludingtheautomotive,ormodel.Transactionalloyaltyisthefoundationin-markethouseholdduringthetimeframepharmaceutical,financeandofcustomerlifetimevalueandprofitablegrowthinsurancesectors.Danholdsaun

6、derconsideration(month,quarter,etc.).Allthroughincreasedmarketshare.PhDinIndustrialEngineeringtransactiontypesareincluded:cash,financeandfromtheUniversityofIllinoislease.Forpurposesofthispaper,weareonlyatChicago.Despitetheclearvalueofloyaltyasakeymetricinlookingatvehiclespurchasednew.measuringthestr

7、engthofabrand,theautomotiveindustrycurrentlydoesnothaveastandard°BenchmarkVehicle:Avehiclepreviouslymethodforcalculatingit.Thispaperanalyzestwobought(cashorfinance)orleasedbythesamedifferentapproaches