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Conative loyalty commitment to rebuying the same brand Action loyalty exhibiting consistent repurchase behavior
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Loyalty is Important to Profitability : Index of Customer Profits over Time (Fig. 12.1)
(Year 1=100)
350 300 250 200 150 100 50 0
Year 1
Credit card
Year 2
Industrial laundry
Year 3
Year 4
Year 5
Auto servicing
Industrial distribution
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Analyzing Why Customers Are More Profitable over Time (Fig. 12.2)
Profit from price premium
7
Source: Reichheld and Sasser
Year
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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Value at Acquisition
revenues (application fee + initial purchase) Less costs (marketing +credit check + account set up)
rate
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Customer-Firm Relationship
Todays marketers seek to develop long-term relationships with customers. Relationship marketing includes:
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Discrete transactions
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User characteristics
User behavior
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Which segment sees high value in our offer, spends more with us over time, costs less to maintain, and spreads positive word-of-mouth?
Which segment costs us in time, effort and money, yet does not provide the return we want? Which segment is difficult to do business with?
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How Customers See Relational Benefits in Service Industries (Research Insights 12.1)
Confidence benefits
less risk of something going wrong, less anxiety ability to trust provider know what to expect get firms best service level
Social benefits
mutual recognition, known by name friendship, enjoyment of social aspects
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Apostle
100
Loyalty (Retention)
Zone of Affection
80
Near Apostle
60
40
20
Terrorist 0
1
Very dissatisfied
5
Very Satisfied
Satisfaction
Slide 2004 by Christopher Lovelock and Jochen Wirtz Services Marketing 5/E
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Customer Loyalty
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Rewarding Value of Use, Not Just Frequency at British Airways (Best Practice in Action 12.2)
Dedicated reservations Reservations assurance Priority waitlist and standby Advance notification of delays
exceeding 4 hours
Upgraded check-in
Preferred boarding Special services assistance
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Value Proposition
Pricing
High Price Price Increases Unfair Pricing Deceptive Pricing
Service Switching
Inconvenience
Location/Hours Wait for Appointment Wait for Service
Competition
Found Better Service
Others
Involuntary Switching
Customer Moved Provider Closed
Slide 2004 by Christopher Lovelock and Jochen Wirtz
Ethical Problems
Unsafe Cheat Hard Sell Conflict of Interest
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How much time and resource can we allocate to CRM right now? If we believe in CRM, why have we not taken steps in that
direction before? What can we do today to develop customer relationship without spending on technology?
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