c










Winning confidence and loyalty of
customers are the prime foci of any
business

Market-driven organisations excel at

retaining their most valuable
customers
 m

m
 


[stablishing a relationship can be divided into

two parts:
O ttracting right type of the customer
O Building relationship with that them in a
mutually beneficial manner

  

[very organisation irrespective of whether it is a

service firm or a manufacturing firm should learn to
cope with the new competition of the service
economy

Relationship marketing makes customers less price

sensitive

Mind share analysis and customer satisfaction

surveys inputs for building relationship strategies

Customer perceived quality (CPQ) is basically a

function of the customer perception of two
dimensions viz., technical quality and functional
quality
 m
m  

Positive associations and predisposition in the

mind of the consumer brought by building
brand equity result in more favorable response
to the firm¶s marketing efforts

 brand creates value by creating positive

attitude towards firm¶s offer
 
  
   

rhe concept of relationship marketing is built

around the concept of customer value and the
value chain

Managing the customer as an asset is

becoming increasingly important where
emphasis is given to customer retention,
lifetime value and customer affinity
 
  

 

m





 
 



 





 






    

Mnteractivity results in high lifetime value

Recency is the most powerful predictor

 

 customer who has visited the company

website recently (R) and frequently (F), and
created a lot of monetary value (M) through
purchase is the target audience for
e-promotion campaign

Higher the RFM score, more profitable the

customer is


m 

helps in building better relationship
with the customer