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1、Creating Long-Term Loyalty RelationshipsChapter 5studyLearning Objectives01What are customer value,satisfaction,and loyalty,and how can companies deliver them?04How do customers new capabilities affect the way companies conduct their marketing?02What is the lifetime value of customers,and how can ma

2、rketers maximize it?03How can companies attract and retain the right customers and cultivate strong customer relationships and communities?Building Customer Value,Satisfaction,and LoyaltyFigure 5.1Building Customer Value,Satisfaction,and LoyaltyFigure 5.1Customer-perceived value(CPV)The difference b

3、etween the prospective customers evaluation of all the benefits and costs of an offering and the perceived alternativesTotal customer benefit vs.total customer costFigure 5.2 Determinants of CPVCustomer Value Analysis1.Identify the major attributes and benefits that customers value2.Assess the quant

4、itative importance of the different attributes and benefits3.Assess the companys and competitors performances on the different customer values against their rated importanceCustomer Value Analysis4.Examine how customers in a specific segment rate the companys performance against a specific major com

5、petitor on an individual attribute or benefit basis5.Monitor customer values over timeBuilding Customer Value,Satisfaction,and LoyaltyCustomer-perceived value(CPV)Choice processesDelivering high customer valueLoyaltyBuilding Customer Value,Satisfaction,and LoyaltyTotal customer satisfactionA persons

6、 feelings of pleasure or disappointment that result from comparing a product or services perceived performance(or outcome)to expectationsBuilding Customer Value,Satisfaction,and LoyaltyMonitoring satisfaction:many companies are systematically measuring how well they treat customers,identifying the f

7、actors shaping satisfaction,and changing operations and marketing as a resultPeriodic surveys,customer loss rate,mystery shoppers,J.D.Powers satisfaction ratingsBuilding Customer Value,Satisfaction,and LoyaltyProduct and service qualityQuality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needsConformance quality vs.performance qualityImpact of qualityMaximizing Customer Lifetime ValueCustomer profitabillity analysisActivity-based costing(ABC)Figure 5.3Customer-Product Profitability Analysis