Marketing Applications Exam 2

Behavioral Loyalty

a customer's action of repeatedly purchasing or interacting with a brand out of habit, convenience, or routine, rather than a deep emotional attachment

attitudinal attachment

when customer view the brand as being something special in a broader context

sense of community

when customers feel a kinship or affiliation with other people associated with the brand

active engagement

when cusotmers are willing to invest personal resources on the brand (time, energy, money) beyond those required during purchase or consumption of the brand

How is customer loyalty calculated?

Customer Loyalty Score = customer satisfaction x customer retention x customer recommendation

loyalty

a customers commitment to purchasing a brand, using its services, or engage with it even when competitors offer lower prices or similar features

difference between customer satisfaction and delight

customer satisfaction happens when needs and expectations are met, delight happens when an experience exceeds expectations unexpectedly

results of customer satisfaction

repeat purchases, larger purchases, more expensive items, minimizes negative word of mouth

results of customer delight

loyalty, repeat sales, positive word of mouth, increased brand equity

how can kent state create delight?

hosting exciting and fun pop-up events for students, making services easily accessible, sending automated reminders about important dates, tailoring communications with each student

4 customer touch points

order planning, order placement, after sale, usage

how can each order planning be applied to the apple store?

order planning: minimalist website, customers can easily compare product specs and view 3D models, apple stores have a showroom layout, customers can test out devices before purchasing them

how can order placement be applied to the apple store?

buy online pick up in store option, customers can check out anywhere on the sales floor, immediate handoff of the product after an in store purchase

how can after sale be applied to the apple store?

setup sessions with apple specialists for free, real time tracking of any orders, notifications about protection policies, return policy

how is usage applied to the apple store?

ecosystem of products, Genius Bar, software updates, continuous brand engagement through apple apps.

why observe customers?

allows you to see what customer actually do vs what they might say they do, eliminates self bias, observing body language and behavior

something better than observing customers?

not necessarily better, data analytics, heat maps, customer interviews and surveys, follow me home sessions

why did we discuss disney, walmart, and apple?

examples of how companies create a positive experience for customers without directly interacting with them

How do you become and customer? why become one?

you become a customer by putting yourself in a customers shoes, utilizing the product or service to see what your audience needs, feels, and experiences.

helps discover problem areas, improve user experience, and creates trust with consumers

best option for Mia’s company?

the Silver Economy, a product line designed for women 45 years and older that focuses on skincare and cosmetics designed for older skin

how can mia minimize concern for this option?

minimize the skepticism of older women by marketing directly to them, using older women in her advertising and show them using the products, this creates a safe space for the older audience and shows them that the same brand can offer products for younger and older women

questions for GlowUp reviews

1. What were the main aspects customers enjoyed about GlowUp’s products according to the customer reviews?

2. What problems did customers experience with GlowUp’s products according to the customer reviews?

3. What was the average star rating?

quality check review question

are there any duplicate reviews?

descriptive statistic review question

How many 5 star reviews are there?

linguistic analysis review question

what words appear most often in 1 star reviews?

sentiment/tone review question

which reviews are the most positive?

topic extraction review question

which issues are most common in 1 star reviews?

comparison review question

do reviews from men differ from those of women?

reviewer level insights question

which reviewers are the most positive?

predictive modeling question + transofrmation

summarize each review in one sentence, based on the text can you predict the star rating?

exploratory review question

what stands out to you in this data set?