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 language | English |
|---|---|
| Title of host publication | 2003 Proceedings ANZMAC 2003 Conference |
| Editors | Dr Rachel Kennedy |
| Place of Publication | Australia |
| Publisher | University of South Australia |
| Pages | 1149-1155 |
| Number of pages | 7 |
| ISBN (Print) | 0868039837 |
| Publication status | Published - 2003 |
| Event | Australia New Zealand Marketing Academy Conference, University of South Australia - Adelaide, Australia Duration: 1 Dec 2003 → 3 Dec 2003 |
Conference
| Conference | Australia New Zealand Marketing Academy Conference, University of South Australia |
|---|---|
| Country/Territory | Australia |
| City | Adelaide |
| Period | 1/12/03 → 3/12/03 |