Chapter 4. Product vs. Service Slices

Customer behavior is highly complex, and the management of loyalty is both an art and science—not easily understood, explained, or practiced. It is not simple to see, but a simple analogy can make the topic easier to understand: Imagine a pie pan where each slice represents something specific a customer wants and can impact whether he or she will return again. In Part 2, you examine the current trends in customer behavior and the relative loyalty impacts of the different “needs and wants” slices that can make up a customer loyalty pie (see Figure 4.1).

The loyalty pie: Customer needs “slices” and their relative impacts.

Figure 4.1. The loyalty pie: Customer needs “slices” and ...

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