262443739-Case-Study-on-Subway-Customer-Loyalty-and-Evaluating-Marketing-Strategies.pdf

Journal of Business Management & Social Sciences Research (JBM&SSR) ISSN No: 2319-5614

Volume 2, No.11, November 2013

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www.borjournals.com Blue Ocean Research Journals 17

Subway Customer Loyalty and Evaluating Marketing Strategies

Dr.Lalita Mishra, Guest Lecturer, Govt. Krg.Pg College Gwalior [M.P.] India

Abstract Purpose- The major consideration of this research was the chain restaurant industry, and its underlying principle was to

(1) establishing which factors manipulate relationship excellence and customer loyalty development. (2) Observe the

relations between relationship quality and loyalty. Based on the literature review, five proportions influence restaurant

consumer’s behavior: service quality, food quality, price, location, and environment. Speculative relationships between

attributes influencing consumer’s behavior, relationship quality, and loyalty were consequential from the literature review.

Methodology- This research is based on data collected on Subway and its food chains. The decision from establishing

customer loyalty between customers, this research helps to understand how we can treat to our customer and give then

satisfaction.

Finding-Data analysis identifies that the following 5 characteristics influence loyalty building, with impact intervene by

relationship quality. These also leverage customer satisfaction by building loyalty and enhancing their trust level.

Moreover, service quality is such an aspect that directly or indirectly affects the trust level, and its impact is also stronger

as compared to other attributes. Managerial suggestions are discussed.

Values- This research is helps to established customer relation, customer satisfaction and also customer loyalty. By these

factors service quality is also improve and company’s growth become rise.

Future work- The future work is based upon that how we can improve our growth by retaining customers; by giving well

kind of service quality by which they feel satisfaction from the service quality of company.

Keywords: Customer loyalty, customer satisfaction, product and service quality. Marketing strategy.

Introduction Subway chain is a fast food chain that comes at third

position globally which comes after McDonald‟s and

KFC. This company came out to be established in 1965

and the originator of the Subway food restaurant was

Fred De Luca, and he was so thoughtful to start is

restaurant business when he was only 18 years old. First

and foremost store was established in Bridgeport,

Connecticut. The founder of Subway almost

immediately cultured the fundamentals of management

in a business, in addition, the significance of allocation

as a well-made, high eminence item for consumption, on

condition of the outstanding customer service and

keeping operating costs low simultaneously by

discovering immense position. Such kind of

inventiveness sustained in serving the groundwork for

prosperous SUBWAY restaurants internationally. There

are in excess of 36,467 Subway restaurants nearly 100

countries globally and also it can be said as the world‟s

greatest intensifying authorization succession. This area

monopoly sequence has occupied more than 173,432

inhabitants (Subway 2011). Subway offers many

different kinds of fresh marine sandwiches also known

as subs to their customers. Everything I decided by the

consumers s which kind of a product they want to have

in the services The companies motive is to provide the

fresh products, slogan of company, Eat Fresh which

says, Subway chain uses only a moment ago baked bread

and fresh constituents. Since a very long time the

Subway tried to make every efforts in the markets to set

up again. The Subway chain has also a lot of rivals in

every countries market. As soon as the Subway chain

was withdrawing their restaurants from the Danish

market, Sunset Boulevard immediately raised 3 of their

branches (Subway Denmark).This description will

provide the sequence about the Subway succession, its

consumers and Subway as a authorization representation.

The competition between Subway and its three biggest

competitors McDonald‟s, Burger King and Sunset

Boulevard, are also integrated.

Aims and Objective: The main aim of the research is to evaluate the customer

loyalty in the international market with respect to taking

Subway and its marketing strategies. We need to follow

some points here. Which are establishing the image of

Subway food chain by giving their customer good

quality of their product like burger, subs and sandwiches.

Scope and Importance: This research is aim to evaluate customer loyalty with

taking Subway food chain marketing strategies. In this

present restaurant market there is a lot of big competitors

are establishing themselves. So the first basic need to

win customer‟s heart and loyalty of your customer. Here

we are trying to explain types of customers and how we

can establish customer loyalty. Now the importance is

here that if you able to win you customer, you are able to

more profit in your business. (Dwyer, F. R. 1997)



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Methodology Market research is when the information is collected

about customers, rivalry, market and its development.

Planning, investigation and feedback form are the

regarding tools for market research, it is simply an

exploration into a specific market and this concept is

very much contracted. Advertising research is a largely

wider as it not only contains marketplace research, but

also research into new products, or means of delivery

like online marketing. The market research progression

comprise of the seven stages (E.Job,2005). The first

stage is to make out what are the marketing troubles, for

example, corporation reflection problems and little

awareness of the company. The second stage can be

defined to set objectives and goals, financial plan and

agenda. The investor should know that for how much

money and time he is agreeable to spend and also what is

the most important goal of the market research is.

Selecting the research types and methods is the next

stage. Derivative research involves interpreting

information that has been collected previously and prime

research comprises of gathering brand new information.

Primary research can be either qualitative or quantitative

(E.Thomasn &F.Subar, 2007). The Fourth stage can be

said as research design. The feedback form is most

commonly used tool of this research; Fifth Stage is

collecting data, with the help of feedback form, surveys

or interviews and the sixth one is to categorize and

analyze the data which was collected, the management

of the conclusion is done in the last stage.

Literature Review: This study is targeted to establish the customer loyalty

by evaluating and analyzing the marketing strategies.

This research present to the point review of loyalty

history. In this paper, the author arguing that the search

should be replaced by a drive to achieve maintainable

business and technical liveliness.

The main aim of carrying out this method in the research

topic is to make the reader aware of the current

literature, which is related to the topic. The literature

review is carried out by using of different articles, books,

journals, etc., on the selected research topic. The

information is carried out using of different books and

articles where the researchers have worked in past and

has provided lot of information (Hart 2006).

There are four features that will significantly have an

effect on your aptitude to build a loyal customer stand.

Generally the cause of high price of keeping new

customers against the high effectiveness of a loyal

customer there should be some effective type of business

strategy.

a) Those products are needed which are really very

distinct comparing to other products in the

market

b) The products should be introduced where price is

not the most important buying factor.

c) Products with a high repair component.

d) A variety of products for the same purchaser

e) Marketing programs should be given a lot of

thought by aiming at existing customers is helps in

making customer loyalty.

The strategies in marketing should be shaped in order to

establish the means by which the clear set objectives can

be achieved. The objectives speak what marketers want

to accomplish, direct marketing actions and are used to

determine how well a plan is working. Their actions can

be related to reaching the target audience, sales, market

share, and creating responsiveness in the marketplace.

(Huam et al. 2011)The long term goals and objectives

are cut down into the short term objectives which are

used as high points and are measurable by the food chain

for further processing. Results can be investigated on a

regular basis to see whether the objectives are being met.

This type of opinion allows the company to change plans

and allows elasticity.

For this research the monetary reports of both the

companies were studies so that the overall evaluation can

be done. The year from 2005 to 2009 were considered to

identify their ups and downs. By comparing these two

companies we found the main threat which was

occurring and after identifying those problems various

suggestions were formed, in the study. For the collection

of the data, in this research only the resulting data

sources were taken into account. The information

collected by these sources is derived information. An

imperative secondary data collection method has been

used in the section which can be termed as the case study

analysis method.

Method Of Analysis: Case study method helps in collecting the information

which focuses on the topic which is related to the

problem and then the evaluation of the case is done with

the help of the given information on the particular topic

(Scholz & Tietje 2002). The case use is important

because it provides the rough design of the problem or

situation happening in real life. The issues and the

challenges or the threats and opportunities can be

identified in the case studies which are being

experienced by either the industry or the country.

Research Objective Research questions:

For carrying out a research successfully, it is necessary

to plan research methodology in the research as it helps

in forming a particular research aims and objectives



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which can be achieved easily in a given course of time.

For this purpose, the research questions for findings the

answers of which the whole research is being carrying

out are listed as below:

1. How to build customer loyalty, and information on

customer relationship?

2. To help a customer, what are the important

instructions for better customer relationship?

3. Does your business offer good customer relationship?

Such type of questions are aimed to reveal different

aspect of the customer retention and other related

techniques which are being carried out in the food chain

market in US, presently.

Data Presentation, Analysis and Results: There are some financial data which are obtained from

the annual report of one major food chain in US. For this

rationale, the researcher has to recapitulate and rearrange

all the data, which has collect data in a proper and

systematic format. This systematic format converts raw

data into some well defined findings which make the

process of analysis easy for the researcher. Such type of

analysis includes comparison among past financial data

of the food chain so that the financial performance of the

food chain in the dynamic business environment can be

revealed (Marczyk, DeMatteo and Festinger 2005).

In the previous section of the research, a discussion on

the present scenario of the food chain industry of the US

has been presented. In this section, some important and

key information will be extracted from the raw data

which is aimed to sketch a rough diagram of different

issues in marketing strategies which generally prevails in

the food chain industry of US and different types of

model, which are being used by the major players such

as SUBWAY food chain of US food chain industry in

order to minimize and manage such different types issue

in marketing and customer loyalty. All these findings are

very crucial for the researcher to prepare a basis for the

further analysis of the data. These key points are

generally known as findings of the data.

Questionnaire Assessment:

1. Have you ever heard of Subways Restaurants?

a) Yes (86%)

b) No (14%)

Figure 2: Graphical View Of Subway Brand

It is already mentioned in this case, that approximately

100 respondents were being interviewed and then we

assessed the level of brand recognition in relation to

Subways chain of restaurants. In this, almost 86

respondents out of 100 were aware of Subways and

offerings whereas other 14 respondents did not have any

or clear idea in relation to Subways and its offerings.

2. How will you categorize the brand image of

Subways?

a) Westernized (50%) b) High end (20%) c)

Convenient (5%) d)Fresh (10%)

e) Healthy (12%) f) Efficient (3%)

WESTERNIZED50%

HIGH END20%

CONVENIENT5%

FRESH10%

HEALTHY12%

EFFICIENT3% 0% 0%

BRAND IMAGE

Figure 3: Brand image of Subway



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In this case, assessment was done on the basis of

categorization of Subways within the given six

parameters namely, Westernized, elevated end, suitable,

Fresh, Healthy and Efficient. Majority that is almost 50

respondents classified it as westernized whereas 20

respondents classified it as high end. 12 respondents also

felt that it is another name for healthy food offerings as

well. Rest voted in favor of other options as well in this

case.

3. How often do you visit Subways within a quarter?

a) 1-2 (68%) b) 3-4 (22%) c) 5-6 (4%) d) 7-8 (5%)

e) More than 8 (1%)

Out of 100 respondents, 68 visited one or two times and

only 22 respondents visited 3-4 times within the given

time frame in the question. We can find that the

organization may offer healthier options but the

frequency of visits within the stipulated time is less and

needs to be improved as competitors are doing far well

in this aspect.

ONE-TWO68%

THREE- FOUR22%

FIVE-SIX4%

SEVEN-EIGHT5%

MORE THAN EIGHT

1%

0%VISITS PER QUARTER

Figure 4: A View To Understand The Visiting Of Subway

4. How will you rate service quality at Subways?

a) Excellent (35%) b) Good (32%) c) Poor (11%) d)

Satisfactory (22%)

Out of 100 respondents, almost 35 respondents rated

Subways excellent in terms of service quality whereas

other 32 found it to be good. 22 respondents found it to

be satisfactory whereas only 11 found it to be poor.

Figure 5: Representation of Service quality Subway

5. How will you rank Subways in terms of customer

service?

a) Excellent (45%) b) Good (38%) c) Poor

(8%) d) Satisfactory (9%)


Subways excellent in terms of customer service whereas

other 38 found it to be good. 9 respondents found it to be

satisfactory whereas only 8 found it to be poor.



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EXCELLENT45%

GOOD38%

POOR8%

SATISFACTORY9% 0%

RANKING IN TERMS OF CUSTOMER SERVICE

Figure 6: Ranking in terms of customer service

6. Will you recommend Subways to your colleagues,

friends and acquaintances?

a) Yes (50%) b) No (20%) c) May be (30%)

in this case out of 100 respondents, 50 felt that they will

recommend subway to others in their respective circles

as well where 20 respondents were not sure whether they

will recommend or not..

YES50%

NOT20%

MAY BE30%

0%RECOMMENDATION

Figure 7: Recommendation

7. What do you think of competitive positioning and

strategy about Subway? a) Excellent (37%) b) Good (23%) c) Poor


in relation to competitive positioning and strategy, 37

out of 100 respondents felt that the organization has an

excellent positioning strategy, 23 found it to be good and

33 found it to be of satisfactory level.



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EXCELLENT37%

GOOD23%

POOR7%

SATISFACTORY33%

0%COMPETITIVE POSITIONING AND STRATEGY

Figure 8: Positioning

8. How will you rank Subways in terms of healthy

product offerings?




Subways excellent in terms of novel and healthy product

offerings whereas other 22 found it to be good. 28

respondents found it to be satisfactory whereas only 12

found it to be poor.

Figure 9: Terms of health

9. What do you think of competitive positioning and

strategy about Subway?



in relation to competitive positioning and strategy, 35

out of 100 respondents felt that the organization has an

excellent positioning strategy, 30 found it to be good and

20 found it to be of satisfactory level.

Figure 10: positioning and strategy



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10. How to earn customer‟s loyalty and how important these factors are?

In excess of 800 customer respondents delivered 2,500

industry ratings based on their own understanding.

Across 14 industries, nearly 80 percent of respondents

give high-quality interactions and superior product or

service high importance ratings. Lowest price or cost of

ownership received only 31 percent of high importance

ratings.

11. Do you like to visit your nearer Subway

again?

a) 59 % yes b) 20% may be c) 21 % no

Here we can see that 100 out of 59 customers want to

visit again to our Subway branch. Whether 20%

customer says that they can also visit other branch too so

there is a case of may be, they can visit again.

12. How do you like to recommend our service to oth-

ers?

a) Strongly (72%) b)Very much (18%) c)Often

(10%)

This survey says that 72 customers out of 100

strongly want to tell another customers or person

about our services.

13. Are you completely satisfied with our restaurant

as overall?

(a) 77% yes (b) 18% no (c) 5% like

other



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In this, 77% customers says they are satisfied with our

restaurant and 5% of customers are also like to go other

restauranttoo.

.

13. How do you rate our delivery on time performance?

(a) Excellent (45%) (b)Good (25%) (c)

Poor (12%) (d) Satisfactory (18%)

By this feedback we can say 45 customers in out of

100 assume that our delivery of food on time where

25% of people assume it‟s good. And also 18% of

customers assume it‟s satisfactory.

15. How do you rate quality of our food management to

make sure complete customer satisfaction?

(a) Excellent (58%) (b) Good (24%) (c) Poor (8%)

(d) Satisfactory (10%)

The food quality of Subway is excellent, assume by 58%

customers in out of 100 where 10% customers

assume that it is satisfactory and 24% customers

assume its good.

16. How do you rate responsiveness to dealing with

customers?

(a) Excellent (48%) (b) Good (27%) (c)

Poor (14%) (d) Satisfactory (11%)

48% in out of 100 feels that staff of subway shows

excellent response to their customers and 27% customer

feels that it good whether the response to their customer

is satisfactory for 11%.



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Financial Performance SUBWAY Market Value Forecast Year (2005-2010

Table 1:

Year Value (Billions) Growth%

2005 51.4 3.6

2006 52.8 3.4

2007 53.4 3.3

2008 55.0 3.4

2009 56.4 3.6

2010 57.6 3.1

Competitor Analysis: In US, there is a lot of competition in fast food industries

this is going to increases day by day. So we are

examining here the competitive situations with Subway

by comparing three of big name in fast food industries

which are KFC, McDonalds Burger King. These

companies target to find where is the fast food seekers

and how can we find them? Therefore Subway provides

their customers, high quality and fresh fast food.

Basically concentrating only target customers and group

as well as, Subway is the only competitor which can

defeat their competitors by providing high quality food.

Exterior Analyses: It is important to know the market is operating the

company and knowing the potential for entering the

market and the possible customers is essential.

Moreover, it‟s a good idea to look at the macro-

environmental factors that are influencing the market. To

get better information about a market; the following

main question is asked:

How significant is it to keep hold of the customers in the

market?

Customer service is a union to provide their customers'

requirements and desires. A businessman can present

promotions and discount in prices to get as many new

customers, but if a businessman want his customers visit

again, the business won't be beneficial for long. Superior

consumer service is basically to get customers back

again and if businessman sends their customer pleased. It

is the sign of positive feedback to business beside to

others, who might be trying the product or service a

businessman. Constructing a customer loyalty will be

easier if the businessman have loyal employees. The

trade people are very important for the manufacturer to

safeguard those workforces who interacts with clients.

The rising development nowadays is to drive customer-

service and technical hold up calls to next obtainable

person. This can formulate no special loyalty for the

firm. Be sure what the customer‟s desire is. To examine

the customers and their buying behavior, there is one

question which mainly arises:

What is the intention group?

Within a given market there are many things that are to

be discovered about the competition as it serves as a

marker as to how difficult or easy it is to work inside that

market. Relentless competition will undeniably affect the

marketing working outflow; as a result it is useful to

Know what kind of struggle is going to occur to face

inside that market.

Pest Analysis Before starting the marketing process an enormous

advantage for a company is its environment. Some factor

like political, economical, technological and social factor

help to explain the word PEST. PEST analysis also

includes exchange rate, price increasing rate, economic

growth, social factors. Economic growth factor is also

affect to the buying power of customers. Lots of factor is

here which affect the way of life, living standard and

thing which are connect to us to our society. Religion,

family, education and place also are some factor which

affect to the customer.



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Political Factors Political factor which consist of government policies and

legal issues. The firm must operate the official or non

official rules which also consider the employment laws,

environmental regulations, trade restrictions and political

firmness.

Economic Factors This factor basically affects the buying power of

customer and also the firm‟s cost assets. For example the

macro economy has interest rates, economic growth,

exchange rates and inflation rate.Social Factors

This factor affects the customer needs and size of the

possible market. These are demographic and incorporate

with external macro environment. Some social factor

includes health awareness, population growth rate, age

distribution, career attitudes.

Technological Factors These factor obstacles to entry, decrease minimum well-

organized production levels, and manipulate outsourcing

decisions. Some technological factors can be mentioned

as research and development activity.

Situation Analysis This factor explains the problem occur during

establishing a company and existing company. So in this

factor we need to do a deep or better analysis for

understand a company, your competitor and all the

situations which can possibly happen with you and your

company.

In the international fast food market the growth of

Subway food chain is raising their healthy food

environment, their subs known as a healthy wealthy fast

food. Subway‟s sales rising per anum more than $6.9

billion, as same as immeasurable awards and honors has

been granted its chain over the past 42 years. Subway

has more than 35,582 units globally and its rapid growth

attracting many investors and now it is able to compete

with KFC and McDonalds. Being a part of this

international market where these big companies

competing with each other, Subway taking a challenge to

face the market by giving their customers beneficial

advantage and making a profitability and sales growth.

In fast food market, Subway can compete with burger

chains and others are big name in international market.

Subway changes in it by making casual and attractive

menu and adding some new meals in its menu item

which are the customer‟s choice. On the other hand,

subway has not been satisfied and for improving

business stronger efforts have been made. For increasing

inner strength of Subways and removing the threats

which will make it weak, the SWOT analysis factor is

back bone for this. Sandwiches market gained highest

growth in past few years ago in US culture.

Competitive Analysis The basis of investigating competitors is to try and ask

what they will do. This will make easy the organization

to respond consequently. Sometime as a point of

reference competitors is regarding to the competitive

position; competitors are sometimes used as point of

reference (CIM, 2005).Subway is not without

competitive difficulties, major competitors including

KFC, McDonalds, Pizza hut. KFC and Pizza hut are the

world largest with 33,068 restaurants in over 98

countries.



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SWOT Analysis Nevertheless, since marketing is such a multifarious

function, it seems unreasonable not to carry out a fair

through situation analysis, in the same way that an

annual financial audit is carried out (McDonald, 2002).

SWOT analysis is a method of add the title, under the

title, internal strength and weakness as we consider

above them external opportunities and threats

(McDonald, 2002) Subway sandwich shops are well

situated to influence their strength, address sensible

threats, weaknesses and opportunities

Guidelines for Better Customer Service: You need to prepare and ready for the help of your

customers and always give him a chance to answer.

Never try to support your staff members if they

disturbing your customer in every minute and asking

strange questions to your customers what do you want?

Is that thing you like sir, etc. your staff can ask them

very politely if the customer ask you, yes sir! May I help

you? What you are looking for? help the customer by

talk to the customer, can my staff member sort out your

problem. This may engage:

a. Aggressively pay attention to the customer. You

need to listen your customer by making eye contact,

making a note on table and also by nodding.

Communicate with you customer but keep silent on

front of your customer if he/she is speaking. On that

time if you are speaking in front of your customer

you left bad impression on your customer and you

also are unable what your customer want.

b. Always present your knowledge about the business

products and services and be prepare for it, if some

of customer visit in your store don‟t try to tell them

everything you know even help your customer what

they asking to you, what they want to purchase and

what kind of service they expecting form yours.

c. If you have knowledge about your correlated

products you can save your customer time by

comparing him the product by visiting him another

store. You have to capable to do this. Show them the

interrelated products by doing this you can attract

your customer and you can increase growth.

d. The one thing is most attract to the customer is

always present to offer relevant advise. If they are

not asking about your product they trying to

compare with other one. For example. a customer

worried in hardwood flooring, and he can also

clean-up hardwood floors . You can suggest them to

buying decisions and how the customer feels about

your customer service.

Be cheery, interact with the customer and communicate

them the customer service and how they feel by helping

them.

Recommendations: In this strategy model, the franchise companies do not

issue the license to a latent franchiser to open a new

store. By lowering the franchisers risks by relocating

store that has stable internal operation, store executive,

loyalty consumers, and also provide them commercial

money making. Second, the company has better service

product, quality in their service and control over the

store management of individual chain stores. On the

other hand, if franchise wants a store license as soon as

possible to open their store, the company help them for

locating the store, commodities supplies, personal

training too. Franchise model using most of chain



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corporations Chain Corporation provides different

function to its franchise and also some of the different

functions don‟t exist which having the factor of

disagreement of standardization.

Conclusion and Recommendation: In today‟s world one of the major problems is

unbalanced growth in customer loyalty program. This

paper exemplifies the environment and the ways loyalty

managers can meet this exacting challenge. This can

only achieved by making business plan and optimized

business process design to compute those strategies

which is maintained by highly technology persons.

Overall coverage at each level is required for business

processes which are fully cover up by business

strategies. Technology fully covers the needs of the

business processes which are fully covers the technology

requirements.

Stages:

Stage 1: Increase awareness of health

The layout basically in two types: printed advertises and

advertorials. In these advertisements the important theme

contained the slogan eat healthy. Furthermore, online

channel would also be shows these advertisements. The

other group is also which are target group present by

media. In this phase, softer techniques, like advertorials

and articles, will be applied to educate the customers.

Stage 2: cooperate with potential customers to arouse

their interests

In the second stage, we are using more interactive and

direct ways in promotion, and the online method for

taking more information which may be city based or

would be helpful to locate the Subway store. Getting

information online for these store the one who

maintaining these sites providing a graphical view of

store to help the customers find them.

Stage 3: Induce purchase intention of consumers

Sale

The third phase to induce purchase purpose of

consumers. Voucher is a time tested way in the fast food

industry, which we will use, too. Online period

downloadable voucher will be enabled and offline

coupon and menu allotment in office buildings will be

carried out.

They are long term customers in term high profitable as

known as true friends. They communicate consistently

but not too often. They build attitudinal and behavior

loyalty As also they are known as low profitable

customers in terms of short term customers if they are

strangers, little bit fit between company‟s offerings and

lowest profitable potential, because their actions in this

low profitable. They do not investment in these

relationships.

Evaluation of results: In the above discussion we reach to this point that by

using different marketing strategy in Subway food chain

market we can establish customer loyalty to our

customers. The reason behind this research is also

express about the market status of Subway with

comparing to McDonalds, KFC and Burger King. This

research also gives that how you need to behave to retain

your customer and make them your long term customer.

Recommendation based on evaluation: According to the evaluation so concerned and

undertaken it is revealed that the most important

objective of the Subway chain is to be ranked as the

number one restaurant as per consumers and also in each

market segment in which Subway serves. In addition to

this, Subway does not purposely select the new countries

to enter. It is also found from the evaluation of the

secondary data that the product policy so undertaken is

global in nature by using the such techniques that can

assist in branding and also to establish the name

worldwide. Subway offers 15 products that are in its

basic offerings. According to the marketing theory,

Subways also applied the services marketing concepts in

the form of different elements of promotion mix with a

specific reason to supplement the level of brand

awareness as well as awareness about product offerings

so concern. The overall objective of the organization is

to enhance brand awareness among customers and also

to establish its name in the market it serves so that the

total sales can be raised significantly (Rust, 2000). It also

adopted the advertisement plan which is distinctive so

that it can easily avail the benefits from the market so

concerned and thus creating opportunities to expand its

business. The promotion techniques to be adopted should

carry a differentiated and a unique message. Thus it is

recommended for the subway that it should concentrate

on its message which is to be carried with regard to its

taste, food, affordability and quality to be delivered to

the customers. It should also focus on the target groups

such as teenagers and students as these target groups

spend lot of time on social networking sites or other

sites. So subway can add banners on such networking

sites which are regularly visited by the target groups so

concerned. The publications such as newspapers can also

be used for this purpose. It should also concentrate on

the differentiated ideas and also the potentialities so that

more of the benefits can be achieved. Innovation in

retailing, diverse skills and potentialities should also be

recognized. In order to enhance the skills and

potentialities and working on the innovation proper and

effective training programs should be provided for

rendering cross sector technical training capability,

integrated support structure and others as mentioned in



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the concerned case. (Michael Mccarty, 2010)

Future Work: The research is based upon the collection of data,

marketing strategies and also about the types of

customers. The whole research helps us to retain

consumers by providing them good quality of services

and products. In the future work is only depend upon

this, the thing may change by changing of market status

and their values.

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262443739-Case-Study-on-Subway-Customer-Loyalty-and-Evaluating-Marketing-Strategies.pdf

Documents

subway customer loyalty

customer satisfaction

customer loyalty development

food quality

relationship quality

outstanding customer

factors service quality

kind of service quality