Additionally,
defining the necessary factors for user retention and Loyalty development in
online environment is another part of emphasis to be researched, as well as how
to keep the highest ratio of loyal and prolific panel members. Defining
customer loyalty itself is a complex task, as there are multiple perspectives
of conceptualizing it (Majumdar, 2005).

Kumar, Shah,
& Venkatesan (2006) state that there are two types that need to be
considered: Attitudinal and Behavioural. To summarize the two approaches,–
behavioural loyalty relates to way of behaving, or in the scenario of Talk
Online Panel – the filling out of surveys that are provided. The other
alternative – Attitudinal loyalty relates to the image and emotions that the
customer or in this case, a panel member, holds on the organisation and its
service. The individual does not necessarily have to be the most prolific,
however if he or she recommend the service to others in a positive manner,
intend to use the service again and prefers it over other alternatives, the
attitudinal loyalty is apparent. Fostering such form of loyalty does not
directly ensure customer use of the service, however the word of mouth effect
still has a positive effect on business (Cossío-Silva,
Revilla-Camacho, Vázquez, & Palacios-Florencio, 2016).

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Talk
panelist Behavioural loyalty can be evaluated by accessing past data and
statistics of completed surveys and length of membership. The Attitudinal
loyalty is a little more complex, but can be assessed by communicating with the
panel members by the means of a survey. To do that, Reichhelds (2006) Net Promoter Score theory is a
valuable tool. It indicates that a 1 to 10 scale question regarding willingness
to reffer the service to others Is a good indication of potential growth.
People that answer this question with 9-10 are considered “promoters”, which
means they are highly likely to continue dealing with the organisation. They
are also more willing to recommend the service and positively review it online,
which also aids with increasing registration. The answers in the 7-8 range are
considered “passive”, which implies that they have no bad, but at the same time
no positive effect on the reputation of a company. The users that answer with a
6 or less can be considered to be “detractors”, and can have damaging effects
on the reputation of a firm, and their lack of loyalty is not beneficial to the
organization. The Net Promoter Score is calculated by subtracting the
percentage of customers who are Detractors from the percentage of customers who
are Promoters.

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