Essentials of Services Marketing, Second Edition

Part IV: Developing Customer Relationships

PART IV of this book focuses on developing customer relationships through building loyalty, and also managing customer dissatisfaction for long-term profitability. It consists of the following two chapters:

Chapter 12 Managing Relationships and Building Loyalty

This chapter focuses on achieving profitability by creating relationships with customers from the right segments, and then finding ways to build and reinforce their loyalty using the Wheel of Loyalty as an organizing framework. This chapter closes with a discussion of customer relationship management (CRM) systems.

Chapter 13 Complaint Handling and Service Recovery

This chapter examines how effective complaint handling and professional service ...