Chapter 12. Managing Relationships and Building Loyalty

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Recognize the important role customer loyalty plays in driving a service firm’s profitability.

Image LO 2 Calculate the lifetime value (LTV) of a loyal customer.

Image 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 ...

Get Essentials of Services Marketing, Second Edition now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.