Montana Mountain Biking Case Study
MMB five stages of Customer Loyalty.
The five stages of customer loyalty are awareness, familiarity, commitment and separation. Based on the case narrative, about 5% of MMB customers are in the awareness category because MMB logo is recognized in the mountain biking industry. Customers in this stage are aware of MMB existence and services but have not purchased any service from the company. They have limited relations with MMB because the company is not actively marketing the company product and services. Jerry Singleton needs create more awareness MMB products and services through advertising campaigns in order to increase customer awareness. Also, about 10% of MMB customer falls in the exploration stage. These are potential customers who are seeking to learn more about the company and its products. They have submitted their email addresses to inquire about the expedition. The case narrative mentioned that the number of email inquiries have increased within the month because of the trail pictures that were posted on the websites. Furthermore about 10% of MMB customers are in the familiarity stage. These are customers who were probably recommended by existing customers who are pleased with the services provided by MMB. Customers in this category have purchased products and services from MMB are familiar with how they operate and may still purchase services from other competitors. Finally about 75% of MMB customers fall under the category of commitment and less than about 1% falls under the category of separation because they have managed to maintain high customer retention. Customers that fall in the commitment category are repeat customers that are satisfied with the quality of service they received from MMB. They have reached the commitment stage and would willingly recommend new customers to MMB.
Recommendation of MMB Email Marketing strategy
Even though Montana Mountain Biking has managed to maintain...
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