NOTE: If a question asks for a specific number of items/things, do not provide more than that number. If you are asked to discuss or describe something, you will not get many points for simply providing a list. Responses to questions that ask you to discuss or describe something should be substantive.

Organize your responses to the questions so that someone reading them can clearly identify EACH point that you make, especially when you are asked to discuss or describe more than one thing. For example, if you are asked to discuss three reasons that you took this course, a good approach would be:

Three reasons I took this course are:

(i) Reason 1: List and discuss Reason 1;

(ii) Reason 2: List and discuss Reason 2; and

(iii) Reason 3: List and discuss Reason 3.

That way, you can self-check that you have provided the required number of reasons, and someone reading your work can also clearly identify the three reasons that you have discussed.

Questions

26. Loyalty Programs and Customer Loyalty

Appended to this document is an article entitled Inside the launch of Marriott’s new loyalty program. Read the article and answer the following:

(a) List and discuss three reasons that Marriott International decided to launch this loyalty program; write at least 3 sentences about each reason; include information from the article to support your points; (10 points)

and

(b) You consulted with Marriott International regarding development and implementation of its loyalty program. The company wanted to obtain information on structuring its loyalty program. Discuss four elements of structuring the loyalty program that you addressed with the company. Write at least 3 sentences about each element; include information from the article that reflects the different elements. (15 points).

27. Social Media, Technology, and CRM

(a) List and discuss three factors that might limit companies’ use of social media as a means of developing and maintaining relationships with their customers; write at least 3 sentences about each factor; (10 points)

and

(b) List and discuss four components of a social CRM strategy that you would design for a company of your choosing (you should describe the company at the start of your response). Write at least 3 sentences about each component of the strategy. (15 points)

28. Customer Satisfaction

A concern for many service providers is the extent to which consumers are committed to the service provider. You have been asked by a service provider (identify the service provider in your response) to help it with its assessment of consumer commitment to the service provider.

You are required to:

(a) Discuss for the service provider the meaning of consumer commitment to a service product; and list three reasons that service providers may be interested in consumer commitment to a service provider. Write at least 3 sentences about the concept, and just list the reasons. (12.5 points)

and

(b) Create a questionnaire that you would use in a survey carried out on behalf of this service provider to assess consumer commitment to this service product. Your questionnaire should contain a minimum of 6 questions, not including demographic questions.