MKT 4050 Chapter 6 Building Customer Relationships

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Services Marketing
Chapter 6
updated 7 years ago by bgsumkt4050
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1

Customer as Strangers

customers who have not yet had any transactions with a firm and may not be known

2

Customer as acquaintances

Customer Awareness and trial acheived

3

Customer as friends

customers continue to make purchases and receive value from the relationship

4

Customer as partner

customer continue to interact with a firm. trust deepens and customer may receive more customized products

5

Confidence Benefits

Benefits the customer sees; feelings of trust or confidence in the provider along with a sense of reduced anxiety and comfort in knowing what to expect.

6

Social Benefits

Benefits the customer sees; when the customer arrives everyone knows their name and they feel welcome. Similar to the "Cheers" idea.

7

Special Treatment Benefits

Benefits the customer sees; The customer will receive preferential treatment like special deals or accommodations

8

Economic Benefits

The amount of increased purchases over time

9

Customer behavior benefits

customers who buy long-term see the affects of free advertising.

10

human resource management benefits

more experienced customers can make the service employee 's job easier

11

Platinum Tier

Most profitable Customers

12

Gold Tier

Customers not as high as platinum but still high profits

13

Iron Tier

Customers who buy just enough to utilize firms capacity

14

Lead Tier

Customers who cost the company money

15

What are the customer switching barriers

Customer inertia and Switching Costs

16

What are the 4 relationship bonds

Financial, Social, Customization, and Structural bonds

17

What are the Core Service Provision

Satisfaction, perceived service quality, and perceived value