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摘要：本文是一篇市场营销留学论文。当今世界，全球化和多样化已经成为其主要特点。在全球化贸易中，客户和消费者都接受过良好的教育，见多识广，消息灵通。这在一定程度上增加了公司和组织之间的竞争。竞争提升了客户的议价能力和交换能力，能更高效更快速地选择最好的产品和服务。本文简要分析时代竞争中客户关系的特点和影响力。

mer loyalty. This is contradicts Kaufman's (1998, p.5) theory. According to him “the goal of buying decision or customer decisions are depend on the single value or combination of the values of worth, wants and need”.

As a marketing aspect the researcher has found that Lloyds banking Group does business with large number of customers but most of them are medium earning customers and low earning customers. Only 6% customers of Lloyds are high earning customers. Please refer Appendix B, page no. 71. But there is no specific marketing strategy or campaign to attract the higher earning customers. Lloyds Banking Group's marketing strategy is general for all.

The researcher found that Lloyds Banking Group has applied the Customer Relationship Management Process that is a condition for managing customers as individuals not as part of a segment. Lloyds has clearly applied customer centric approach. Also Lloyds Banking Group is struggling for maintaining a extended expression association with consumers.

It is also found by researcher that a number of products offered by the Lloyds Banking Group, which it targets at its customers for long term relationship with the company. Therefore Lloyds apply customer life cycle.

Finding has also exposed that Lloyds has high degree of strong recommendation. Also customers are loyal to the bank and want to stick with the bank. The customer loyalty which has the bank is the most influencing factors that can lead Lloyds Banking Group to have a successful business.

In short the researcher can say that this research has been exposed that Lloyds Banking Group is practices a sophisticated customer segmentation technique. Based on the customer's transaction history the company has recognized 200 sub-segments within the 6 segments of targeted market. And every month customers are evaluated and then scored on basis of two areas: ‘their probability to buy a variety of products' and ‘their probability to react to a variety of types of offers'.

As a technological aspect Lloyds has a sophisticated technology for data mining, data analysing and data warehousing.

In some aspect customers are happy with Lloyds and in some aspect customers are not happy with Lloyd's performance with individual relationship. That have already discussed.

This research exposed some weakness of Lloyds Banking Group on aspect of Customer Relationship Management. Firstly it is exposed that Lloyds has weak ness in their marketing campaign. Secondly, Lloyds has weak ness calculation of Customer Lifetime Value. Thirdly Lloyds is poor in customer retention. And finally Lloyds has to concentrate on cross sell and up sell of their products and services.

7.2 CONCLUSION OF THE RESEARCH IN RELATION TO RESEARCH OBJECTIVES

7.2.1 Objective 1: To study how critically practised CRM in Lloyds Banking Group

This objective of the research is fulfilled in chapter 5 and chapter 6 of this research. The function of CRM is to segment customers by their attractiveness. To meet this purpose Lloyds banking Group uses profitability segmentation models. A本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。