Chapter 5-Creating Long-term Loyalty Relationships
Qs
What are customer value, satisfaction, and loyalty, and how can companies deliver them?
What is the lifetime value of customers, and how can marketers maximize it?
How can companies attract and retain the right customers and cultivate strong customer relationships?
What are the pros and cons of database marketing?
- Building Customer Value, Satisfaction, and Loyalty
Customer Perceived Value
APPLYING VALUE CONCEPTS
CHOICE PROCESSES AND IMPLICATIONS
DELIVERING HIGH CUSTOMER VALUE
Total Customer Satisfaction
Monitoring Satisfaction
MEASUREMENTTECHNIQUES
INFLUENCE OF CUSTOMER SATISFACTION
CUSTOMER COMPLAINTS
Product and Service Quality
IMPACT OF QUALITY
Maximizing Customer Lifetime Value
CUSTOMER PROFITABILITY ANALYSIS
Customer profitability analysis (CPA)is best conducted with the tools of an accounting tech- nique called activity-based costing (ABC)