ABSTRACT
Brand loyalty has increased, as the membership survey has shown that 54 per cent of customers remain loyal, compared to 30 per cent at the start of the project. It firmly believed that as well as improving brand loyalty, a strong Kawasaki Riders Club (KRC) would act as a sales promotion tool for Kawasaki in the largely multi-franchised dealer network. At the dealer conference in March 1993, Kawasaki Motors United Kingdom Ltd (KMUK) announced the new KRC to an enthusiastic dealer network. As the club was to be a significant part of its marketing communications mix, KMUK needed to establish whether the club concept was indeed correct, or whether both financial and human resources were best employed in other areas. The KRC was able to report this to the provider, which then improved the service by appointing all Kawasaki dealers as recovery agents and supplying purpose-built motorcycle-handling equipment for the remaining agents.
