Chapter Objectives
- To understand the benefits of loyalty to the customer
- To appreciate the importance of loyalty to profitability and growth
- To identify the shift from transactional to relationship marketing
- To outline the different customer loyalty strategies
- To appreciate how Customer Relationship Management (CRM) can promote customer loyalty
- To understand how loyalty is created and how easily it can be lost
- To appreciate the way service recovery can support loyalty
- To identify means of building loyalty
Chapter Profile
The aim of this chapter is to introduce a basic framework for the importance, management, and development of customer loyalty strategies. It will explore why customers are important and why customer loyalty ...
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