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Unit 1.3 Building Customer Satisfaction,Value, and Retention

Unit 1.3 Building Customer Satisfaction,Value, and Retention

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Published by sunny_gladiator

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Categories:Types, Business/Law
Published by: sunny_gladiator on Feb 11, 2010
Copyright:Attribution Non-commercial

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02/28/2013

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705721 Marketing Management
EK BUNCH
ek@ba.cmu.ac
Department of MarketiFaculty of Business AdministratiChiang Mai Univers
Building Customer Satisfaction,Building Customer Satisfaction,Value, and RetentionValue, and Retention
 
Building Customer Satisfaction,Building Customer Satisfaction,Value, and RetentionValue, and Retention
VIT business school
 
1. Customer Satisfaction
The level of a person’s felt state resulting fromcomparinga product’s perceived performancein relation to the person’sexpectations
 
P < E P = E P > E
DissatisfiedSatisfiedDelighted(Highly satisfied)
 
What A Highly Satisfied Customer Does
Stays loyal longer 
Buys more as the company introduces new productsand upgrades existing products
Talks favorably about the company and its products
Pays less attention to competing brands andadvertising and is less sensitive to price
Offers product/service ideas to the company
Costs less to serve than new customers becausetransactions are routinized

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