Success and Failure of Loyalty Programmes Essay

Success and Failure of Loyalty Programmes - Essay Example This has led to a plethora of customer-focused programs created with the help of customer relationship management tools, to increase company profitability (Brown, 2000; Kalakota and Robinson, 1999; Peppers and Rogers, 1997). The motive behind loyalty programs is to establish customer loyalty by rewarding a certain frequency of repeat purchase by customers. As pointed by Uncles et al: â€Å"Loyalty programs are schemes offering delayed, accumulating economic benefits to consumers who buy the brand. Usually, this takes the form of points that can be exchanged for gifts, free product, or aspirational rewards such as air miles. Airline frequent-flier programs have been a prototype for many of the schemes†. However, there is no consensus on the definition of loyalty exhibited by consumers (Jacoby and Chestnut, 1978; Dick and Basu, 1994; Oliver, 1999). While some claim that satisfaction is an indicator of loyalty, others debate this point. Reichheld (1994) points out that despite be ing â€Å"satisfied† or â€Å"very satisfied† many customers still defect. In the UK, Ogilvy Loyalty Centre found out that 85 % of its automotive customers claimed to be satisfied but only 40 % made a repeat purchase, and 66 % of packaged goods customers who identified a favorite brand actually ended up buying â€Å"another brand† in the recent past. Gremler and Brown point out that Federal Express, Pizza Hut franchises, and Cadillac dealerships have been able to forecast the sales from loyal customers with more certainty.

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You choose the topic - Essay Example In Summa Theologiae, Aquinas makes an emphatic philosophical analysis to prove that God exists, and his existence can be deduced from what is around, suggesting that Gods existence is self-evident and does not require any emphatic proofs. Therefore, from Aquinas’s philosophical arguments in Summa Theologia, the truth that cannot be known from existence can be known from a cause-effect relationship in that judging from what can be perceived, there has to be a higher order that causes what can be experienced in reality. The paper investigates Aquinas attempt to construct what is not known through that which is known in a cause-effect relationship to understand the existence of God. Aquinas borrows his main arguments from the Ontological argument of St. Anselm, who argued that God is the end beyond which nothing else can be conceived to exist. As such, God being the greatest being has to exist, for existence is much higher than non-existence. Consequently, Aquinas borrowed heavily from the existence of truth to explain that God exists. If the truth exists, then God being the absolute truth itself has to exist. The truth is self-evident in that there has to be that which is true and that which is false, suggesting that an absolute truth has to exist. Therefore, God exists in reality and is the direct cause of the truth, which can only be attributed to him. Aquinas refers to John 14:6, which states that â€Å"Am the truth the way and life.† As such, though we may not know God, it is clear that the truth exists. The truth emanates from an absolute truth much higher than itself, which is a proof that God exists in reality. Aquinas argues that every whole is greater than its parts. As such, everything that exists is a part of some whole at which everything has to intersect to make whole. The thing that exists so that