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This study aimed to create a loyalty program for a private security company’s most valuable customers using clustering techniques on a dataset from the company. K-means was employed as an unsupervised machine learning algorithm to segment customers. Performance evaluation metrics, including the silhouette coefficient, were utilized to compare various algorithmic approaches. As a distinctive feature of this study, in addition to the evaluation metric, strategic questionnaires were administered to business decision-makers to facilitate the integrated development of a loyalty program with key stakeholders invested in customer retention and profitability. The results show the existence of three customer clusters with an optimal silhouette coefficient for loyalty program development. Interestingly, the customer group to be targeted for the loyalty program did not exhibit the highest silhouette coefficient metric. Business leaders selected the group they perceived as most efficient for program implementation. Consequently, the study concludes that customer segmentation not only entails statistical analyses of individual user groups but also requires a comprehensive understanding of the business and collaboration with stakeholders. Furthermore, this study aligns with findings from other authors, demonstrating that private security companies can benefit from implementing a loyalty program, although avenues for further investigation remain.

PurposeFew academic studies specifically investigate how businesses can use social media to innovate customer loyalty programs. The purpose of this paper is to present an in-depth case study of the Shop Your Way (SYW) program, which is regarded as one of the most successful customer loyalty programs with social media.Design/methodology/approachThis paper uses case study research as the methodology to uncover innovative features associated with the SYW customer loyalty program. The authors collected the data from SYW’s social media forums and tweets. The data set was analyzed using social media analytics tools including the R package and Lexicon.FindingsBased on the research results, the authors summarize innovative social media features identified from SYW. The authors also provide insights and recommendations for businesses that are seeking to innovate their customer loyalty programs using social media technologies.Originality/valueThe results of this case study set a good example for businesses which want to innovate and improve their customer loyalty programs using social media technologies. This is the first in-depth case study on the SYW program, one of the most successful customer loyalty programs with social media. The results shed light on how social media can innovate customer loyalty programs in both theory and practice.

Volunteering improves inner character, builds community, cures poverty, and prevents crime. We've all heard this kind of empowerment talk from nonprofit and government-sponsored civic programs. But what do these programs really accomplish? InMaking Volunteers, Nina Eliasoph offers an in-depth, humorous, wrenching, and at times uplifting look inside youth and adult civic programs. She reveals an urgent need for policy reforms in order to improve these organizations and shows that while volunteers learn important lessons, they are not always the lessons that empowerment programs aim to teach. With short-term funding and a dizzy mix of mandates from multiple sponsors, community programs develop a complex web of intimacy, governance, and civic life. Eliasoph describes the at-risk youth served by such programs, the college-bound volunteers who hope to feel selfless inspiration and plump up their resumés, and what happens when the two groups are expected to bond instantly through short-term projects. She looks at adult \"plug-in\" volunteers who, working in after-school programs and limited by time, hope to become like beloved aunties to youth. Eliasoph indicates that adult volunteers can provide grassroots support but they can also undermine the family-like warmth created by paid organizers. Exploring contradictions between the democratic rhetoric of empowerment programs and the bureaucratic hurdles that volunteers learn to navigate, the book demonstrates that empowerment projects work best with less precarious funding, more careful planning, and mandatory training, reflection, and long-term commitments from volunteers. Based on participant research inside civic and community organizations,Making Volunteersillustrates what these programs can and cannot achieve, and how to make them more effective.

This study examines the collaborative impact of Customer Relationship Management (CRM) between shopping mall management and retailers on customer traffic. Through a multiple case study involving 30 interviews with managers from various traditional shopping malls and factory outlets, the research highlights how tailored CRM strategies, such as tenant mix, accessibility, and customer engagement, foster customer satisfaction and loyalty, ultimately affect performance. Mall management focuses on attracting visitors by building a strong mall image and creating partnerships, whereas retailers emphasize customer retention through loyalty programs and personalized services. The study finds that proactive, collaborative CRM efforts, such as setting shared objectives and aligning strategies, significantly enhance customer experience and mall performance. However, existing CRM measurement systems often overlook the integrated nature of mall and retailer relationships, limiting the assessment of CRM outcomes. This research proposes an integrated model to assess CRM effectiveness across multiple organizational levels, providing insights into optimizing CRM policies to drive customer satisfaction, retention, and mall success. Limitations include the study's focus on physical malls, with future research suggested to explore CRM adaptations bridging physical retail and e-commerce environments.

The aviation sector is constantly expanding and it is strongly influenced by external factors, which gives rise to significant competition between airlines. One of the most effective ways for an airline to gain a competitive advantage is to keep its customers as loyal users of the provided services, able to provide airlines with a stable revenue for the services they sell. The purpose of this paper was to identify the factors that have the greatest impact on airline passengers’ loyalty. This study analyzed the data from passengers of two classes: prestige (business) and economy. Prestige (business) passengers pay more attention to service quality (beverage and food selection, service and quality, especially accessibility, etc.), privacy, individual attention, and airline reliability, while economy class passengers focus on price and basic perception of service quality. Data were collected from 409 passengers who travelled from Lithuania airports (Vilnius, Kaunas, Palanga) to other countries. The results suggest that there are different factors of in-flight service quality that are important according to the customer seat class. The results indicate that 71% of passenger loyalty is explained by image and image is explained by satisfaction. In addition, service quality and price are found to have positive effects on satisfaction. Compared with price, service quality is found to be a stronger determinant of satisfaction.

Purpose The purpose of this study is to understand how and to what extent Hong Kong hotels have integrated customer relationship management (CRM) into their revenue management (RM) practices at individual customer level. Method Semi-structured interviews were used to gather information from experienced interviewees holding hotel RM- and marketing-related executive positions. In total, 11 revenue and 9 marketing executives were interviewed in 2016-2017 over a period of 13 weeks. The data were transcribed and then Nvivo was used for data organization and analysis. Findings The hotels do not systematically segment customers by value because of restraints on the RM systems’ capabilities and the industry’s conventional segmentations. The revenue and marketing executives’ attitudes toward integration, IT system infrastructure support to enable integration, loyalty and membership programs as a means for integration and executive management level support for integration influence the hotel’s potential for RM and CRM integration. Research Limitations/implications Only the perspectives of revenue and marketing executives were considered. Incorporating the insights of different parties may achieve a more comprehensive result. In addition, because it seems that there is no systematic RM and CRM integration within the Hong Kong hotel industry, relevant decision-makers’ opinions toward the practice may change once they evaluate the performance of the pioneering practitioner. Originality This study reveals what has been done in practice to integrate RM and CRM compared with the theoretical approach, proposes an integration framework and discusses the potential for further development together with the challenges to integration.

Research background: Customer satisfaction is one of the key factors influencing businesses’ success and long-term profitability. Understanding customer needs and preferences is particularly important in the e-bike segment, which is experiencing dynamic growth. Satisfied customers make repeat purchases, and their recommendations help build a positive brand image, which is essential in a competitive market. Identifying the factors that most influence satisfaction enables companies to adapt their products and services to meet customer expectations better and thus secure a stable position in the market. Purpose of the article: The article aims to analyse customer satisfaction with e-bikes and identify its key factors. Based on the findings, it offers recommendations for dealers while also proposing a prediction model to understand customer needs better. Methods: Customer satisfaction with e-bikes was measured through an online survey in the form of a questionnaire. Data collection was conducted from January 2024 to the end of February 2024 and involved 388 respondents. The data collected will be used to create predictive models of customer satisfaction, the accuracy and quality of which will be subsequently compared. The analysis results will also be presented graphically, allowing for a better interpretation of the relationships and trends identified. Findings & Value added: Five models were created to predict customer satisfaction. The logistic regression method was the most effective based on overall accuracy and sensitivity. This method identified engine brand, battery capacity, and product purchase location as significant variables. This model allows sellers to tailor their offerings better and provide goods significantly contributing to higher customer satisfaction.

This study examines the relationship between customer engagement, customer evaluation of service offerings, trust in health and wellness services, quality of life, and experience extension based on usable data obtained from 360 international customers via a self-administration approach to health and wellness service providers in Thailand. A two-step approach was employed to evaluate the relationship between the proposed relationship. AMOS software was used. The results found that customer engagement affected service evaluation of health and wellness providers and customers’ quality of life, but customer engagement had no significance in predicting trust and experience extension. Furthermore, the results revealed that service evaluation increased trust in the health and wellness services, quality of life, and experience extension. In addition, customers’ quality of life affected experience extension, but trust had no significant impact on experience extension. The mediating role of trust and quality of life mediates the relationship between customer engagement and experience extension. These findings can provide a deeper understanding of customer engagement and service evaluation of health and wellness for increasing customer experience extension.

Purpose The purpose of this paper is to investigate how customer engagement technologies impact service innovation in a network of travel agencies, analyzing the effects on sales channels, customer relationships and retail marketing policies. Design/methodology/approach Using a qualitative single case study approach and triangulating the data from different sources (documents, semi-structured interviews and in-store observations), this paper investigates the Robintur Group, a large Italian network of travel agencies operating in the leisure travel, business travel and organized tourism segments. Findings This study highlights three core areas of service innovation that have interrelated effects on travel agency management in coherence with the omni-channel strategy: synergetic channel integration, dynamic customer relationships and dynamic retail marketing. Research limitations/implications This study is based on a single case study in Italy. Future research could extend the framework to other travel agencies and foreign markets where the diversification process of large grocery retailers is more diffused, and investigate the omni-channel approach in relation to other information and communication technologies and the implications on travel agency management. Originality/value Presenting a conceptual framework to exploit new technologies and revitalize the scope and functions of travel agencies, the case study offers insights contributing to the literature on service innovation in travel agencies. The data highlight the adoption of an omni-channel approach to facilitate the customer experience. This case study is also one of the first to empirically investigate the challenges of a large-scale retail group when diversifying to the travel industry and adopting an omni-channel strategy. 探索旅游社网络中的服务创新：Robintur案例分析 摘要 研究目的 本论文旨在探究顾客参与技术（CETs）如何在旅游社网络中影响服务创新, 并分析其对于销售渠道、顾客关系、以及零售营销政策的影响。 研究设计/方法/途径 本论文采用定性分析方法, 单一案例样本源, 并合多种采样渠道（文本、半结构化访问、和店内观察）来丰富样本数据。本论文研究了Robintur集团, 一家意大利大型旅行社网路, 主要经营休闲旅游、商务旅行、以及组织型旅游产品模块。 研究结果 本论文结果强调了服务创新的三大核心：协同渠道整合、多样化顾客关系、和多样化零售营销, 其三大核心对旅行社管理有着紧密联系, 符合全渠道战略的主体思想。 研究原创性/价值 本案例分析展示了一个探索新科技和复兴旅行社范围和功能的理论模型, 对旅行社服务创新有着重大理论贡献。样本数据强调了采取全渠道战略以增强顾客体验。同时, 本论文也是首个实际检测了大型零售集团在面对旅行市场多样化和全渠道战略的挑战。 研究理论限制 本论文仅取样了意大利的单一案例。未来研究应该拓宽模型到其他旅行产业以及国际市场, 其对大型零售厂商的多样化进程更加深入, 同时, 未来研究应该讲全渠道战略与其他信息与通信技术结合来研究, 对旅行社管理有深入的启示。 关键词 关键词 旅行社 服务创新 全渠道 CET ICT 意大利 论文类型 研究型论文