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Customer Enthusiasm as the New Engine of Loyalty Growth - A Study of Customer Loyalty within Mercedez-Benz Dealer Network

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The purpose of this study is to obtain the recommendations for Mercedes-Benz dealer network as well as PT. DaimlerChrysler Indonesia, how to build customer enthusiasm. Today's customers are becoming harder to please. They require more personal approach.nAn enthusiast customer is a key influencer on future customers and how customers may have been enlisted on our behalf well before we knew what was happening. Enthusiast customers want others to benefit as they have.nIn creating customer enthusiasm for an organization requires planning, resources, and strategy. There are six tenets of customer enthusiasm:nn1. Customer Delta-Plus: continuously gather customer feedback.n2. Napsterized knowledge: make it a point to share knowledge freely.n3. Build the buzz: expertly build word-of-mouth networks.n4. Create community: encourage communities of customers to meet and share.n5. Make bite-size chunks: devise specialized, small offerings to get customers to bite.n6. Create a cause: focus on making the world, or an industry, better.nnnThe recommendations are based on the above six tenets and the current Mercedes-Benz customer profile. PT. DaimlerChrysler Indonesia has commissioned PT. Euro Semesta Consultindo to undertake a Customer Profile Research Program last September 2004 and the result will be one of the source data for this thesis.nAll the recommendations are reviewed whether it is feasible to be applied within PT. DaimlerChrysler Indonesia as the first step and Mercedes-Benz dealer network will follow. The benefit and cost analysis is according to the actual Mercedes-Benz Passenger Car sales data in 2004 and sales forecast and estimated price for 2005 - 2007, assuming that the condition is more or less the same as 2004. Due to the confidentiality of financial data, the benefit figures are calculated based on average profit contribution of each model.nFinally, if the readers think that they require to build customer enthusiasm for their company, let the recommendations will be useful and give some new insights for them.nNotes: CD is not available

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M00077

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Call Number

77

Publisher

: Swiss German University., 2005

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Language

English

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Subject(s)

MBA

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