Butterfly Customers: Strategies and Technology for Marketers

  • Authors

    • Dr. B. Srinivasa Rao
    • . .
    https://doi.org/10.14419/ijet.v7i3.24.22803
  • Digital era, Butterfly Customers, Strategies to capture flit, ARM, TRMF Model, and Product Recommender System

  • Dynamics of customer engagement are hastily changing. Marketers must understand the entire customer journey and creatively apply the amicable strategies.  Digital era demands integrated strategies and integration of multidisciplinary strategies for greater customer engagement.   To continue acquiring, retaining, capturing transient   customer, marketers need to recognize this and innovate new strategies.  The present research aims at exploring the strategies to capture flit and retain Butterfly Customers.  The research is descriptive but exploratory in nature. The information collected from standard secondary sources and interviews/discussions with decision makers and experts in the domains of marketing, information technology and analytics. The results echo that capture flit and retaining Butterfly Customers is difficult but imperative to marketers.  The strategies and tools explored are useful to marketers to identify and capture flit and retain Butterfly customers. The study is exploratory hence there is a scope for experimental/empirical multidisciplinary research.

     

     

     

  • References

    1. [1] Kavita Puri1 and Venus Talwar (2017), Butterfly customers-A challengefor market, International Journal of Liberal Arts, Social Sciences and Education (IJLASE), Volume 1 Issue 1, Page18-24.

      [2] Anna Triwijayati (2016), Beyond Brand Switching Behaviour: An Exploration Concept of Butterfly Customer, Proceedings of 15th Anniversary PDIM Feb Universitas Brawijaya International Conference “Creativity as The Lifeblood of Business†October 14-16, 2016, Universitas Brawijaya Universitas Brawijaya, Malang.

      [3] Reinartz, W. J. and Kumar, V. (2002) `The mismanagement of customer loyalty, Harvard Business Review, 80, 7, 4-12.

      [4] O’Dell Susan M. andPajunenJoan A. (1997), “The Butterfly Customer – Capturing the Loyalty of Today’s Elusive Consumer†John Wiley and Sons, Toronto.in Book Review by Change.Com posted on on13. March 2016 .

      [5] Schelesinger, L. and Heskett, J. (1991) 'Breaking the cycle of failures in services', Sloan Management Review. 32, 3, 17-28.

      [6] Clark, M, and Payne, A. (1994) 'Achieving long-term customer loyalty: a strategic approach',Working Paper, enter for Services Management, Cranfield School of Management.

      [7] Kotler, P. and Armstrong, G. (1994) Principles of Marketing, Prentice Hall, Englewood Cliffs,NJ, 15.

      [8] Bowen, J. T. and Shoemaker, S. (1998) 'Loyalty: a strategic commitment', Cornell Hotel andRestaurant Administration Quarterly, 39, 1. 12-25.

      [9] Gwiner, K.P., Gremler, D.D. and Bitner, M. J. (1998) 'Relational benefits in services industries:the customer's perspective', Journal of the Academy of Marketing Science, 26, 2, 101-114.

      [10] Johnson, M.D. (1998) Customer Orientation and Market Action, Prentice Hall, Upper SaddleRiver, NJ.

      [11] Reichheld, F. F. and Teal, T. (1996) The Loyalty Effect: The Hidden Force Behind Growth,Profits and Lasting Value, Bain and Company Inc., Harvard Business School Press,Boston, MA.

      [12] Reinartz, W. J. and Kumar, V. (2000) `On the profitability of long-life customers in a noncontractual setting: an empirical investigation and implications for marketing', Journal of Marketing, 64, 4, 17-35.

      [13] Noone, B. M., Kimes, S. E., &Renaghan, L. M. (2003). Integrating customer relationship management and revenue management: A hotel perspective[Electronic version]. Retrieved [12-12-2017], from Cornell University, SHA School site: http://scholarship.sha.cornell.edu/articles/850.

      [14] Dickinson, C. B. (2001) 'CRM-enhanced revenue management in the hospitality industry', Hospitality Upgrade, Summer, 136, 138.

      [15] Jonas, D. (2001) 'Carriers melding revenue mgmt. and CRM systems', Business Travel News. 26th March, 18-19.

      [16] Belobaba, P. B. (2002) 'Back to the future? Directions for revenue management,' Journal ofRevenue and Pricing Management, 1, 87-89.

      [17] V. Kumar and D. BharathRajan (2009), Profitable Customer Management: Measuring and Maximizing Customer Lifetime Value, Management Accounting, Vol. 10, No. 3.

      [18] E. Cohen, M. Datar, S. Fujiwara, A. Gionis, P. Indyk, R. Motwani, J. Ullman, C. Yang (2000),â€Finding interesting associations without support pruningâ€, Proceedings of the 16th International Conference on Data Engineering, ICDE, San Diego, CA, USA, IEEE, pp. 489–500.

      [19] Aarati Joshi, Dr. Vipul Vekariy, and Sagar Patel (2016), Design & Analysis of Purchasing Behaviour of Customers in Supermarkets using TRFM Model of Data Mining, International Journal of Innovative Research in Computer and Communication Engineerin, Vol. 4, Issue 4.

  • Downloads

  • How to Cite

    B. Srinivasa Rao, D., & ., . (2018). Butterfly Customers: Strategies and Technology for Marketers. International Journal of Engineering & Technology, 7(3.24), 512-516. https://doi.org/10.14419/ijet.v7i3.24.22803