A system thinking approach to store loyalty

被引：0

作者：

Kosaka, Yuji ^{[1
]}

Shiizuka, Hisao ^{[2
]}

机构：

[1] Oracle Co., Ltd, 1-4-2 FVH, 2ˆ17-17 Shinoharakita, Kohoku-ku, Yokohama 222-0021, Japan

[2] Department of Information Design, Kogakuin University, 1-24-2, Nishishijuku, Shinjuku, Tokyo, Japan

来源：

ICIC Express Letters | 2010年 / 4卷 / 02期

关键词：

Marketing; -; Commerce;

D O I：

暂无

中图分类号：

学科分类号：

摘要：

Recent drastic computerization has brought complexity and rapid changes tomodern society. As a consequence, better sales performance consumer marketingnow requires far more than mere marketing campaigns. Given this present state, amarketing theory that can deal with such complexity and rapid changes isneeded. This paper examines the development of store loyalty, proposing arelatively new marketing practice suitable for today's business environment,using a system thinking approach. This approach sheds light on causalrelationships among system components and treats a system as a collection ofcomponents with a dynamic structure. Thus, its use is appropriate in analyzingissues of modern business because of its complexity and dynamic nature.Relationships between firms and consumers increasingly include the personaltouch, which significantly impacts today's business operations. Keeping this inmind, this paper models a profit-generating structure for a firm, examiningcausal relationships among its components. ICIC International © 2010.

引用

页码：517 / 526