Case Study Of Switching And Stayers Behaviour

908 Words 4 Pages
Our Main objective is to study about customers switching and stayers’ behaviour. How satisfactions and loyalty behaviour leads to Stayers and dissatisfaction result of switchers and Loss for companies. Our Main aim is to compare both Groups and identify the switcher’s behaviour with necessary recommendation to convert in stayers group.
1) To what extent can customer/ Businesses use social media to estimate Profits/ Leads/ Product information?
2) What we are more concerned with is why does a business decide to use the social network?
3) We want to see how Facebook made it that far, how Facebook connects customers with businesses, what the business model of Facebook is and how Facebook’s e-marketing works and how effective it is?
4) How could
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Porter (1980) defined Switching cost as a onetime cost facing a buyer wishing to switch from one service provider to another. The concept of customer engagement has been recognized as a very relevant area for study (Brodie et al., 2011b; Sawhney et al., 2005; Van Doorn et al., 2010; Vivek et al., 2012a), not just in marketing literature (Brodie et al., 2011b; Gambetti and Graffigna, 2010) but also being significantly adopted by practitioners. Customers and companies work together on a social media (Facebook) platform for their own benefits. Highly engaged customers frequently spend money which means customer bring in more revenue. Business closely monitor the relationship, feedback, comments, shares with other customers, and on behalf of these study companies extract information to see if new products should be created or altered. Fernandes and Remelhe (2015), introduces a model to test a customer …show more content…
Moreover, as pointed out by (Kumar et al., 2010), if customer engagement is not taken into account , it may adversely affect customer valuation. In fact, they have introduced a new customer value metric, customer engagement value (CEV), which is a combination of transactional behaviour, i.e. customer lifetime value (CLV), as well as non-transactional behaviours. Customer engagement has gained more attention in the past decade for its relevance in co-creating customer experience and value (Brodie et al., 2011a). Customer engagement has been considered as one of the priority areas of research by The Marketing Science Institute (MSI, 2010) as there is a dearth of conceptual frameworks that can help clarify this

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