Answer :
Management's commitment to enhancing customer loyalty through Loyalty Scheme Programmes involves setting measurable goals at both departmental and individual levels.
Management commitment to and support for promoting Loyalty Scheme Programmes to customers is a crucial aspect of ensuring a company's success in fostering client fidelity. A hands-on approach that has been shown to be effective in aligning company objectives with employee activities is Management by Objectives (MBO). In the context of a program aimed at enhancing customer loyalty, management's role would involve establishing clear, measurable goals both at the departmental level and for individual employees.
At the departmental level, goals may include improving customer satisfaction scores, reducing service delivery times, or increasing repeat business. Each department would develop strategies specific to its function to contribute to the overall objective of heightening customer loyalty. For instance, the marketing department might focus on personalized communication strategies whereas the customer service department would work on enhancing response times and service quality.
For individual employees, goals would be more detailed and personalized. Examples include undergoing customer service training, achieving specific sales or satisfaction targets, or taking responsibility for following up with clients post-service. Such individual goals are geared towards encouraging behaviors that support the company's broader strategy of promoting customer loyalty.
In both cases, commitment from the top levels of management is essential—as documented by researchers such as Rodgers, Hunter, and Rogers (1993)—because it influences the success of management programs. By actively participating and endorsing these goals, management can demonstrate their support for the policy of enhancing customer loyalty, thereby motivating employees and nurturing an organizational culture that values customer loyalty.
