Loyalty in the regional Australian market

Research output: A Conference proceeding or a Chapter in BookConference contribution

Abstract

Regional differences impact on brand loyalty and must be considered by organisations attempting to target the regional Australian market. Brand loyalty is impacted by the location of the consumer. To foster loyalty in the regional market, building relationships is imperative. By utilising appropriate IT solutions, organisations may be able to build loyalty, however, issues with technology in the regional market needs to be considered. Organisations may wish to implement carefully executed Customer Relationship Management (CRM) solutions to assist them in enhancing the relationships. Despite the high failure rates of CRM solutions in the past, they are a method of managing control of customers and integrating their online efforts to ultimately assist in building loyalty. Overall, the regional market is an attractive option for marketers. With a relatively high disposable income, and an interest in utilising the Internet for their day-to-day activities, the regional market is one that cannot be ignored by marketers. As competition increases in the regional market, building loyalty is imperative and must be addressed by both businesses operating nationally and regional organisations
Original languageEnglish
Title of host publication2003 Proceedings ANZMAC 2003 Conference
EditorsDr Rachel Kennedy
Place of PublicationAustralia
PublisherUniversity of South Australia
Pages1149-1155
Number of pages7
ISBN (Print)0868039837
Publication statusPublished - 2003
EventAustralia New Zealand Marketing Academy Conference, University of South Australia - Adelaide, Australia
Duration: 1 Dec 20033 Dec 2003

Conference

ConferenceAustralia New Zealand Marketing Academy Conference, University of South Australia
CountryAustralia
CityAdelaide
Period1/12/033/12/03

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Hughes, R. (2003). Loyalty in the regional Australian market. In D. R. Kennedy (Ed.), 2003 Proceedings ANZMAC 2003 Conference (pp. 1149-1155). Australia: University of South Australia.