Date of Publication

4-5-2021

Document Type

Master's Thesis

Degree Name

Master of Business Administration

Subject Categories

Business Administration, Management, and Operations

College

Ramon V. Del Rosario College of Business

Department/Unit

Management and Organization Department

Thesis Advisor

Benito L. Teehankee

Defense Panel Chair

Patrick Aure

Defense Panel Member

Denver Bingski Daradar
Angelique C. Blasa

Abstract/Summary

Customer engagement is part of the overall customer experience. Kotler & Keller (2012) stated that highly satisfied customer generally stays loyal longer, buys more as the company introduces new and upgraded products, talks favorably to others about the company and its products, pays less attention to competing brands and is less sensitive to price, offers product or service ideas to the company, and costs less to serve than new customers because transactions can become routine. This action research aims to create a Customer Appreciation Program to help increase customer engagement of “LS” team of Company “E”- Philippine Branch Office.

The first cycle concentrated on formulating the program by applying the action research and marketing strategy. The action researcher collaborated with the marketing team and world area stakeholders to determine the appropriate process in doing the program. The result of the first cycle was very encouraging because the stakeholders are committed to the project.

The second cycle focused on project development. Luckily my collaborators are well- knowledgeable on automation systems. The team used macros to automate the sending of the “Thank You” email. The “Thank You email” expresses gratitude to customers who renew their subscription to our service “G.”

At the end of the two cycles, we have roll-out the project. During the evaluation on cycle two, the project emerges to have its third cycle, to fully automate and send a “First Time Registration” email to the customer.

Abstract Format

html

Language

English

Format

Electronic

Physical Description

129 leaves, color illustrations

Keywords

Consumer satisfaction; Customer relations

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Embargo Period

5-14-2022

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