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1、WHITEPAPERWhatistheBestWaytoCalculateTransactionalLoyalty?May2009?2009R.L.Polk&Co.Allrightsreserved.www.polk.comWHITEPAPERWhatistheBestWaytoCalculateTransactionalLoyalty?LoyaltyisaKeyIndustryMetricLoyaltyisalwaysacriticalissueintheautomotiveindustry.Inthecurrentclimateofdramaticallydecliningsales,lo
2、yaltybecomesevenmorecriticalforautomotivemanufacturerswhocannotaffordAbouttheAuthortoloseexistingcustomers.Morethaneverbefore,automanufacturersandbrandswouldbenefitfromDANZETUisanAnalyticstrategiestomaintaintheircurrentcustomerbase.ConsultantwithR.L.Polk&TwoKeyFactorsinCalculatingLoyaltyCo.focusingo
3、nimplementingadvancedsolutionsthatsolveLoyaltycanbeexpressedindifferentforms.Viralcriticalmarketingproblems.loyaltyisdefinedbyconsumerwillingnesstoUnderstandingthedifferencesbetweentheDanhasdevelopedmarketdisposalandhouseholdmethodologiesofadvocateabrand,whileemotionalloyaltysegmentations,in-marketc
4、alculatingloyaltyrequiresanunderstandingandloyaltyscoringmodelsrepresentsaspecialaffinitybetweentheconsumeroftwokeyfactorsthatarepartoftheloyaltyandconductedproductandthebrand.Forpurposesofthispaper,wedevelopmentoptimizationandfocusontransactionalloyalty,definedasrepeatcalculation:consumerbehaviorst
5、udiespurchasesfromthesamemanufacturer,brandinavarietyofindustries,°PurchasedVehicle:Thevehicleboughtbyanincludingtheautomotive,ormodel.Transactionalloyaltyisthefoundationin-markethouseholdduringthetimeframepharmaceutical,?nanceandofcustomerlifetimevalueandprofitablegrowthinsurancesectors.Danholdsaun
6、derconsideration(month,quarter,etc.).Allthroughincreasedmarketshare.PhDinIndustrialEngineeringtransactiontypesareincluded:cash,financeandfromtheUniversityofIllinoislease.Forpurposesofthispaper,weareonlyatChicago.Despitetheclearvalueofloyaltyasakeymetricinlookingatvehiclespurchasednew.measuringthestr
7、engthofabrand,theautomotiveindustrycurrentlydoesnothaveastandard°BenchmarkVehicle:Avehiclepreviouslymethodforcalculatingit.Thispaperanalyzestwobought(cashorfinance)orleasedbythesamedifferentapproaches
