business school 705721VIT Marketing Management
Building Satisfaction, Building Customer Customer Satisfacti Satisfaction, Satisfaction, on, Value, Value, and and Retention Retention EK BUNCH
[email protected] Department of Marketi Faculty of Business Administrati Chiang Mai Univers
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1. Customer Satisfaction The
level of a person’s felt state resulting from comparing a product’s perceived product’s perceived performance in relation to the person’s expectations
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What A Highly Satisfied Customer Does Stays
loyal longer
Buys
more as the company introduces new products and upgrades existing products
Talks Pays
favorably about the company and its products
less attention to competing brands and advertising and is less sensitive to price
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How Customers Handle Dissatisfaction Take
no action Take some form of public action Seek redress directly from business firms Take legal action to obtain redress Complain to business, public, or governmental go vernmental agencies
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Methods of Tracking and Measuring Customer Satisfaction
Complaint and
Customer satisfaction
Ghost shopping
Lost customer
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2. Customer Perceived Value The
difference between total customer value and total customer cost Total Customer Value The bundle of benefits customers expect from a given product or service Total Customer Cost
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Determinants of Customer Perceived Value Customer Customer perceived perceived value
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Value Chain s tr i e t o i v p i p t u c S A
Firm Infrastructure
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3. Retaining Customer
The need for customer retention Offensive marketing typically marketing typically costs more than defensive marketing
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Customer Development Process DisqualifiedInactive or prospectsex-customers
Partners
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Customer Relationship Management (CRM) The
task of creating strong
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