Description
Your assignment this week is to review the five stages of customer loyalty shown in Figure 4-5 and prepare a report in which you classify MMB’s customers. Estimate the percentage of MMB customers who fall into each of the five categories (Support your classification with logic and evidence from the case narrative) and then develop your recommendations that address the specific material he has hired you for. You will want to convey the importance of presenting an image consistent with MMB philosophy, principles, and identity that also meets the accessibility goals and the needs of the website visitors. In addition, an outline of the elements (such as branding, product characteristics, product use benefits, and comparison to competing products) you would include in the online communication media (Web page, e-mail, social networking, and so on) that is used to introduce new customers to Jim’s MMB business.
The following requirements must be met:
- Write between 1,000 – 1,500 words using Microsoft Word in APA 6th edition style.
- Use an appropriate number of references to support your position, and defend your arguments. The following are examples of primary and secondary sources that may be used, and non-credible and opinion based sources that may not be used.
- Primary sources such as government websites (United States Department of Labor - Bureau of Labor Statistics, United States Census Bureau, The World Bank), peer reviewed and scholarly journals in EBSCOhost (Grantham University Online Library) and Google Scholar.
- Secondary and credible sources such as CNN Money, The Wall Street Journal, trade journals, and publications in EBSCOhost (Grantham University Online Library).
- Non-credible and opinion based sources such as, Wikis, Yahoo Answers, eHow, blogs, etc. should not be used.
Cite all reference material (data, dates, graphs, quotes, paraphrased statements, information, etc.) in the paper and list each source on a reference page using APA style.
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Explanation & Answer
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Running Head: MONTANA MOUNTAIN BIKING
Montana Mountain Biking
University Affiliation
Date: 19/12/2019
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MONTANA MOUNTAIN BIKING
Going over the five stages of customer loyalty, it would be of essence to recognize that
customer loyalty results from the personal correlation between a business and customer. The first
stage, awareness, is regarded as the weakest stage. In this initial stage, the customer has not come
to be very familiar with the business or knows little information in regards to the company. The
second stage, exploration, is where by the customer starts to acquire more information about the
business and its products. In this second stage, customers could probably have voiced their interest
in a certain product or products, but have not yet bought from the business. In the third stage,
familiarity, the customer has bought some of the products from the business, perhaps finalized a
transaction or more, but are still keen to shop with competitors. The fourth stage is commitment.
Here you find your most contented customers, hence, repeat buyers. These type of customers will
be the greatest type of advertisement for any business. For many businesses, the fifth stage,
separation, is unavoidable. There may come a time when the customer no longer desires or needs
your products or services. This may possibly b...