ASSESSING THE CONTRIBUTION OF MARKETING STRATEGY IN CLIENT LOYALTY
Marketing strategy has been recognized to affect Client loyalty. The causal connections from the components of marketing strategy to Client loyalty are different. However, nearly none of the research projects have rated and compared the difference among the components of marketing strategy in improving Client loyalty. The current research work employed the procedures of the analytic hierarchy to assess the comparative importance of among the components of marketing strategy to Client loyalty. The findings indicate that Price strategy is first; Pricing is second; Sales promotion is third; Advertising is fourth; Allowances is fifth; Discounts is sixth; Public relations is seventh; Channels is eighth; Direct marketing is ninth; Payment terms is tenth; Features is eleventh; Quality is twelfth; Market coverage is thirteenth; Assortment is fourteenth; Branding is fifteenth; Packaging is sixteenth; Location is seventeenth; Inventory is eighteenth; Series is nineteenth; Warranties is twentieth; and Transport is the last in improving Client loyalty. The current research project makes some contributions to how executives had better decide on planning the components of marketing strategy in business, so that they can gain the best possible efficiency.
Marketing Strategy, Client Loyalty, Vietnam