Chapter 12. Managing Relationships and Building Loyalty
By the end of this chapter, the reader should be able to:
LO 1 Recognize the important role customer loyalty plays in driving a service firm’s profitability.
LO 2 Calculate the lifetime value (LTV) of a loyal customer.
LO 3 Understand why customers are loyal to a particular service firm.
LO 4 Know the core strategies of the Wheel of Loyalty that explain how to develop ...