Customer Loyalty

Section B

Topic:

* Study the relationship of the customer buying behavior and brand preference, which is important to influence the marketing strategy how to satisfy customer demand

Question:

(1) During the purchasing process, what kind of the element will influence customer choice?

(2) For the company, how to increase customer loyalty and satisfaction to influences customer brand preference?

Content

-Introduction

-Literature Review

-Case study

-Conclusion

-Recommendation

-Appendix

-References

-Reflective statement

Section B

Introduction

As a successful company, the sales volumes are the key factor to reflect that. During the purchasing process, what kind of the element will influence your choice? Both of luxury brands and economy brands will face the same problem – How to increase customer loyalty and satisfaction to influences customer brand preference?

Brand name is a symbol to re-call the customer awareness. On the other hand, brand equity has been thought of as a first consideration for brand preference, which in turn affects consumers’ intention to purchase.

Keller defined that, ‘’Customer-Based Brand Equity (CBBE) as the different effect of brand knowledge on consumer response to the marketing of the brand’’ (Keller,1993, P.2).

In order to more understand the marketing environment, to prepare my career path. I will study the relationship of the customer buying behavior and brand preference, which is important to influence the marketing strategy how to satisfy customer demand (He & Li, 2011). In order to win the competitor, many company hardly to promotion, through active-marketing communication. They focus on strengthening the brand image and delivering benefits that the brands can be provide (Phau & Prendergast, 2000). Thus I will explore corporate social responsibility how can enhance the reputation, thus capture more customer, expand market share.

* Brand equity can lead to higher profit, greater...