Strategies for establishment and maintenance of customer relationship in sports lottery industry——From the perspective of customer relationship life cycle
Peng Dao-hai · Shandong Sports Science & Technology · 2012
The paper elaborated the methods to establish and maintain customer relationship in sports lottery industry with the theory of customer relationship.First,to identify the lottery fans are high-end customers or low-end customers and to adopt different relationship maintaining strategy for different customers.Second,to actively improve the relationship with lottery fans.The customer relationship life cycle in sports lottery industry can be divided into four phases,i.e.,relationship investigation phase,relationship formation phase,relationship stabilization phase and relationship degradation phase.Based on the different characteristics and model types in the four phases,the author put forward the corresponding relationship maintaining strategies.