An Examination of the loyalty indicators of customers in the one-to-one marketing strategy: A Case study

ABSTRACTAN EXAMINATION OF THE LOYALTY INDICATORS OF CUSTOMERS INTHE ONE-TO-ONE MARKETING STRATEGY: A CASE STUDYÖzlem ÖZBuilding customer loyalty is a necessary condition for today?s companies in order to gaincompetition advantage and profitability. Among the marketing strategies to build customerloyalty, one-to-one marketing, which is customer-centric, is dramatically successfull. Thisstudy is consisted of, the importance of customer loyalty, the elements to build customerloyalty and the marketing strategies that are focused to build customer loyalty and amongthese strategies especially one-to-one marketing.This study includes three sections. The first section contains the customer loyalty concept,the build up process, and the strategies of building loyalty. The second section contains whatsort of a practice, the one-to-one marketing is. How can customer loyalty be evaluated in thecompany that apply one-to-one marketing strategy? To answer this question, in third section,the loyalty indicators of customers of a company that applies one-to-one marketing strategy isstudied.In the questionnaire, the customer?s purchase frequency, the length of the relation of acustomer with a company, and questions which indicate customer loyalty are asked tocustomers. In the study, a relationship is found between the purchase frequency and theanswers about the other indicators of customers? loyalty. It is determined that the indicators ofcustomer loyalty changes directly proportional with their incomes and also can be related withtheir ages. It is found that the purchase frequency is related to gender, age and income. Nocertain and strong relation is found between the length of relation, and the indicators ofcustomer loyalty, and also the demographic properties of the customers.Keywords: Customer Loyalty, Marketing, One-to-One Marketing, Customer Relationships.