Customer retention program

A large international rental car company decides to develop a customer retention program. The

program’s goal is to motivate its heavy users to continue being loyal to the company by offering

them appropriate incentives. Create a marketing research plan to help the company design the

retention program. Specifically, you need to identify:

1. Why this program is important.

2. The type of information the company needs to design the retention program.

3. Where to get this information.