BXY716 Module: Marketing Management and Loyalty Ladder for SSP

This report delves into the application of the Loyalty Ladder model within the context of marketing management, specifically analyzing its use for Select Service Partners (SSP), a B2B company providing food services to airport and railway outlets. The report examines the five stages of the Loyalty Ladder – prospect, customer, client, supporter, and advocate – and how SSP can utilize this model to enhance customer satisfaction, particularly with airport outlets. It discusses the benefits of the model, such as evaluating customer satisfaction levels and implementing strategies to move customers up the ladder, fostering long-term relationships. Challenges in implementation, including time consumption and organizational changes, are also addressed. The report highlights the importance of premium pricing strategies, packed food services, and understanding consumer behavior within the airport environment. Ultimately, the analysis concludes that the Loyalty Ladder is a beneficial tool for SSP, aiding in customer satisfaction and relationship building, while acknowledging potential implementation hurdles. The references used are also listed in the end.

Marketing Management

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“Marketing Management Model- Loyalty Ladder”
Marketing Management is a procedure of analyzing, implementing and controlling the
programmers. Marketing management concept helps to take the decision to the company
effectively (Chernev, 2018). It is considered as the beneficial process for an organization in
terms of higher satisfaction. There are various models and frameworks of marketing
management that helps the company to satisfy the consumers at the higher level. Loyalty ladder,
service-profit chain and the others are the models that are used by the companies to maintain
long term relationship (Villeneuve, and Pasquier, 2017). In this paper, discussion is made on the
model of marketing management that helps the organization to satisfy the consumers. Loyalty
Ladder has been taken into consideration to analyses it uses and challenges while implementing
at the workplace to provide the high level of satisfaction to consumers.
It is a continuation of previous assignment that is why; Select Service Partners has been taken
into consideration in this paper. Select Service Partners is a B2B company that provides the food
services to the outlets of airport and railways stations (SSP Group plc, 2018). Airport outlets are
the main group of consumers of the organization that are mainly required to provide the higher
level of satisfaction.
Loyalty Ladder is a tool for marketing communicators. It is a concept of marketing that sees
consumers gradually moving up through relationship levels. This relationship level starts at the
bottom as prospects and end up at the top as advocates. The model contains five stages in which
the each type of consumes is defined. The five steps of the ladder are prospect, customer, client,
supporter and advocates. The stage of ladder is start from prospect and at the stage of advocate.

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(Sources: Eight Leaves, 2014)
Selected Service Partners can use this model to provide the higher level of satisfaction to the
organization consumers those are airport outlets and it also helps to maintain the relationship
with the consumers for long time. The main objective of this model is to help the organization to
evaluate the consumer’s satisfaction stages to get the high satisfaction. As per the model,
company has to provide the quality of services that exceeds expectation of consumers (airports
outlets) at each step. Loyalty is a common word which helps the organization to build strong
brand image in the market. The consumer of organization grows with the every stage of
satisfaction interaction until it reaches as a peak level of support. Travelers or tourist are the
major element for airport outlets that helps to grow at the higher level. As per the ladder model,
the higher level of consumer’s satisfaction reaches at the stage of championing and word of
mouth that are top stages where the consumers pay for the services without thinking another
thought.

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Loyalty Ladder is beneficial for the organization as it helps to estimate the level of satisfaction of
consumers. The company can use this model on the basis of different stages and analyses the
consumer satisfaction at each level so that it put efforts to reach at the higher level. The main
feature of this model is to measure the position of organisation in providing the customer
satisfaction as per the stages of ladder. Evaluation of position of satisfaction stage helps the
company to improve its services so that it will reach at the higher level of stage (Xu, Silva-Risso,
and Wilbur, 2017). The consumers of the organization are airport outlets that provide the
premium services to travelers that is why; the company can evaluate its position in terms of price
strategy.
The other benefit of this model is to implement the stages at the workplaces. It is an easy way to
implement this model as it consumes less cost. The company also does not require any expert to
implement this model at the workplace due to which the extra charges will reduces. The
company can invest the extra charges fees in satisfying the consumer instead of investing in
other activities. It can provide the high quality of services with the minimum cost and earns the
higher level of revenue. The company can invest this amount to improve the quality of material
that satisfies the organization consumers (de Villiers, 2015).
Selected Service Partners faces the challenges while implementing this model at the workplace
as it consumes large time to perform their services. It has been seen that the organization to
operate as per the new plan which is developed on the basis of the model. Implementing or
following the new plan is difficult for the company at the initial stage. Organization changes is
the another issues which will be face by the company while implementing this model at the
workplace (Magatef, and Tomalieh, 2015). Selected Service Partners also develop the new
policies and strategies in order to maintain the high quality of services. While implementing the

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changes at the workplace; the employees will face the challenges as they have to put more efforts
to improve the services and following new instructions.
It has been seen that the loyalty ladder is a beneficial model for the Selected Service Partners and
its consumers (airports outlets). The company caters and retail units at airports stations provide
the food to tourist and travelers. Travel and tourist prefers the high quality of food while
travelling in airplanes as it is necessary for them to maintain their health. That means, it is also
essential for an organization to deliver the variety of food services to this type of consumers just
because they are also ready to pay higher prices for high quality. As per the analysis, it has been
seen that an organization delivers the quality or various variety of food to airport outlets so that
they can satisfy the large number of consumers. The organization delivers the variety of food
from sushi to sashimi to consumers by ensuring that their requirements will satisfy at higher
level of stage. However, it is required for Selected Service Partners to evaluate that in which
position it stands and from where it has to improve the services.
Selected Service Partners can use this model to provide the higher level of satisfaction to airport
outlets. There are many uses of this tool that helps the organization to evaluate the success of an
organization. The model helps to analyses the category of consumers as per the stages of ladder.
The organization requires identifying and analyzing that from which stage consumers belong to
the customer loyalty ladder. Although, Airport outlets implement the approach of premium price
strategy, less time consume and small packaging (Findlaw, 2019). The organization has to
satisfy the consumers on the basis of these approaches as the best consumers are satisfy in the
higher priorities due to which it has to develop the best word of mouth advertisement (Baker,
2016). In short, the company acquires the skills that help in a manner that the airport outlets
move up in the stages of ladder.

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This model enhances the customer expectation as the quality of food services is high due to
which a buzz is developed in the market. Customer expectation is the most important rule of
success in order to climb the customer loyalty ladder. The airport outlets are expensive just
because the consumers of airport are ready to pay the higher prices for high quality of services.
Select Service Partner has to set the higher prices so that the consumer expectation will develop.
With the use of model, the company has the ability to evaluate the stage of consumer’s
expectation so that they provide higher level of services to consumers. Premium price strategy
enhances the consumer’s expectation that helps to satisfy the consumers (Findlaw, 2019).
It has been seen that the consumers of an airport are time conscious that is why; the company has
to provide the packed food services. Packed food services consume less time to deliver the
services to consumers (SSP Group plc., 2018). The organization can use this model to evaluate
the consumer’s choices towards the packed or on spot food. The company has to analyses the
behavior of consumers and categorized them in different aspects. Providing the quality of
services to consumers as per their categories helps to satisfy the consumers. Taking care of each
individual consumers will helps to maintain the long term relationship with the airport outlets.
It is observed that the company can face the issues while implementing this tool. The company
can invests more amount or large amount in attracting new customers at the first stage. The
amount of investment is huge in marketing instead of improving the quality of services to satisfy
the exiting customers. Select Service Partners has to evaluate the amount of investment in which
they can attract the new consumers and also provide the quality of services to existing airport
outlets.

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From the limelight discussion, it has been concluded that the loyalty ladder is beneficial for
Select Service Partners to satisfy the consumers. The company provides the food services to the
airport outlets. It is required to analyses the nature of consumers while targeting them to provide
the services. It has been analyzed that the loyalty ladder is beneficial for the organization as it
helps to evaluate the stage of satisfaction of consumers. The organization can also implement
this model to evaluate its position in satisfying the organization consumers. It is observed that the
model helps to maintain the long term relationship the airport outlets. Although, the company
can face the issues while implementing tool at the workplace. It is a beneficial tool for the
organization to use to satisfy the consumers.

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References
1. Baker, M.J. (2016) What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
2. Chernev, A. (2018) Strategic marketing management. Cerebellum Press.
3. SSP Group plc. (2018) Marketplace - SSP Group plc. [online] Available at:
https://www.foodtravelexperts.com/international/sustainability/marketplace/ [Accessed
24/06/2019].
4. Villeneuve, J.P. and Pasquier, M. (2017) Marketing management and communications in
the public sector. Routledge.
5. Eight Leaves. (2014) The Loyalty Ladder: A Sideways Look. [online] Available from:
https://www.eightleaves.com/2010/04/the-loyalty-ladder-a-sideways-look / [Accessed
24/06/2019].
6. Magatef, S.G. and Tomalieh, E.F. (2015) The impact of customer loyalty programs on
customer retention. International Journal of Business and Social Science, 6(8), pp.78-93.
7. de Villiers, R. (2015) Consumer brand enmeshment: Typography and complexity
modeling of consumer brand engagement and brand loyalty enactments. Journal of
Business Research, 68(9), pp.1953-1963.
8. Xu, L., Silva-Risso, J.M. and Wilbur, K.C. (2017) Dynamic quality ladder model
predictions in nonrandom holdout samples. Management Science, 64(7), pp.3187-3207.
9. Findlaw. (2019) Air Travel Rules FAQ. [online] Available at:
https://consumer.findlaw.com/travel-rules-and-rights/air-travel-rules-faq.html [Accessed
24/06/2019].

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