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?

  1. 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)