Customer Appreciation Strategy: Conceptualizing the Model for Measurement

Abstract

Several definitions and descriptions exist as to the meaning of Customer appreciation strategy (CAS), but we view customer appreciation strategy as a marketing tactics used by organizations to win customer loyalty and brand commitment over its product and service offerings. The purpose of this paper is to conceptualize a working model for implementing customer appreciation strategy in research; profit oriented firms as well as the nonprofit making organizations. Overall, the paper conceptualized three domains for CAS implementation, among which includes: service personalization; internal customer reward system and external customer reward system. We concluded therefore that CAS tactics is viable for use in attaining business goals and objectives, the paper recommends for industry players to adopt the three domains of CAS in planning CAS programs, because it presents high possibility and potentials for business growth and attraction of competitive advantage (Impact Evaluation:- Post Customer Appreciation Strategy Implementation outcomes).

Key words: Customer Appreciation Strategy, Service Personalization, Internal Customer Reward, External Customer Reward.