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Gaining and Retaining Customer Loyalty

By Kerr, George D.

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Book Id: WPLBN0000662292
Format Type: PDF eBook
File Size: 189.00 KB.
Reproduction Date: 2004
Full Text

Title: Gaining and Retaining Customer Loyalty  
Author: Kerr, George D.
Volume:
Language: English
Subject: Library science, Professional report., Libraries
Collections: Public Libraries International Network Collection
Historic
Publication Date:
Publisher: Public Libraries International Network

Description
Professional Publication

Excerpt
Summary: The project had seven main objectives: 1. To establish the extent of the lapsed borrower problem in other countries and thus confirm whether or not it is a local or cultural problem. 2. To examine customer loyalty to establish what factors can be identified which might contribute to customer loyalty and to identify library practice world-wide which follows such factors. 3. To show conclusively, and in detail, factors which libraries can bring to bear which might influence lapsed borrower return. 4. To establish whether ?returners? have been persuaded to become loyal library users. This is really a ?cost-effectiveness? study. If they only come back for one visit ? or worse if they become part of a future ?long overdue? problem, then this is not a costeffective outcome. 5. To identify ongoing costs in order to establish ?cost per returned user? and therefore allow further judgements to be made as to overall cost-effectiveness. 6. To establish if return visits have shown changes in borrower perspectives about the service. 7. To establish what factors prompt the return of those borrowers who are not contacted by the service.

Table of Contents
Contents Summary ........................................................................................................ 4 Introduction .................................................................................................... 7 1 Libraries in the Context of 1998 ..................................................................... 9 2 The Quest for Customer Loyalty ...................................................................11 2.1 Customer orientation ........................................................................................11 2.2 Quality systems and measurement ...................................................................11 2.3 Customer commitments ...................................................................................12 2.4 Service ?standards? as a means of influencing customer loyalty ........................12 2.5 Chartermark case studies .................................................................................13 2.6 Consultation ....................................................................................................15 2.7 Some examples of customer-driven service changes ........................................16 3 Marketing .......................................................................................................18 3.1 Some examples world-wide .............................................................................19 3.2 Publicity ..........................................................................................................21 3.2.1 Experimentation ...............................................................................................22 3.2.2 Monitoring and its value ..................................................................................24 4 The Need for a Marketing Strategy ..............................................................25 5 The Problem ...................................................................................................27 5.1 Previous surveys ..............................................................................................27 5.2 Previous experiments .......................................................................................27 5.3 Case studies .....................................................................................................28 6 Present Study .................................................................................................30 6.1 Purpose ............................................................................................................30 6.2 Methodology ...................................................................................................30 6.3 Results ? international study .............................................................................32 6.4 West Lothian lapsed borrower experiment .......................................................33 6.5 Continuing use .................................................................................................37 6.6 St. Louis Public Library Study .........................................................................38

 

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