- Title
- The use of the enneagram to improve customer relationships with a motor vehicle manufacturer
- Creator
- Gallant, Helen Michelle
- Subject
- Customer relations
- Subject
- Enneagram
- Subject
- Motor vehicle industry
- Date Issued
- 2005
- Date
- 2005
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- vital:8564
- Identifier
- http://hdl.handle.net/10948/194
- Identifier
- Customer relations
- Identifier
- Enneagram
- Identifier
- Motor vehicle industry
- Description
- Marketing strategy relies heavily on segmentation and positioning. Lifestyle and psychographics are increasingly being used as a basis for market segmentation. Marketers require deeper insight into the motivational factors that encourage purchases in order to tailor make offerings to suit individual needs. The focus is on customer relationship management in order to retain customers over a longer period of time, rather than once-off sales. This study examines how using the ancient and mystical technique of the Enneagram can improve customer relationship management and formulates a model for doing so. The Enneagram can be used as an effective base for psychographic segmentation by harnessing the diagnostic and predicative power therein. It is already being used in human resource development and strategic planning by companies and it seems fitting to apply it in yet another business area that can greatly benefit from this.
- Format
- xi, 134 leaves
- Format
- Publisher
- Nelson Mandela Metropolitan University
- Publisher
- Faculty of Business and Economic Sciences
- Language
- English
- Rights
- Nelson Mandela Metropolitan University
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