what are customer value satisfaction and loyalty and how can companies deliver them ?
TRANSCRIPT
SUCCESSFUL MARKETERS
ARE THOSE WHO CAREFULLY MANAGE THEIR CUSTOMER BASE.
CREATING LOYAL CUSTOMER IS AT THE HEART OF EVERY BUSINESS.
is the satisfaction
a consumer feels after making a purchase for goods or services relative to what she must give up to receive them.
CUSTOMER PERCEIVED VALUE
IS THE DIFFERENCE BETWEEN THE PROSPECTIVE
CUSTOMER’S EVALUATION OF ALL THE BENEFITS
AND ALL THE COST OF AN OFFERING
AND THE PERCEIVED ALTERNATIVES.
TOTAL CUSTOMER COST IS THE PERCEIVED BUNDLE OF COST CUSTOMERS EXPECT TO INCUR IN EVALUATING, OBTAINING, USING AND DISPOSING OF THE GIVEN MARKET OFFERING, INCLUDING MONETRY, TIME, ENERGY, AND PSYCHOLOGYCOST.
Identify the major attributes and benefits customer value.
Assess the quantitative importance of the different attributes and benefits.
Assess the company’s and competitors‘ performance on the different customer values against their rated importance.
Examine how customers in a specific segment rate the company’s performance
Monitor customer values over times.
DELIVERING
HIGH
CUSTOMER VALUE
LOYALITY “ A deeply held
Commitment to rebuy or Re-patronize a preferred product Or service in the future despite Situational influences and Marketing efforts having the Potential to cause Switching behavior ”.
TOTAL CUSTOMER SATISFACTION
FROM PAST BUYING EXPERIENCE, FRIENDS AND ASSOCIATES ADVICE ,MARKETERS AND COMPETIONS INFORMATION AND PROMISE.
MONITORING
SATISFACTION
HOW TO RECOVER CUSTOMER GOODWILL
Set up 24 X 7 toll-free hotline
Contact the complaining customer as quickly as possible.
Accept responsibility for the customer disappointment, don’t blame the customer.
Use customer service people who are empathic.
Resolve the complaint swiftly and to the customer’s satisfaction.
PRODUCT AND SERVICE QUALITY
QUALITY IS THE TOTALITY OF FEATURES AND CHARACTERISTICS OF A PRODUCT OR SERVICE THAT BEAR ON ITS ABILITY TO SATISFY STATED OR IMPLIED NEEDS.
PRODUCT AND SERVICE
QUALITY
CUSTOMER SATISFACTION
COMPANY PROFITABILITY
IMPACT ON QUALITY
MARKETING AND TOTAL QUALITY
Identify customer needs and requirements.
Proper communication from customer .
On time service.
Customer care
After sale service.
Customer value Customer perceived value
Delivering high customer value Product and Service Quality
Marketing and total quality
CREDIT
Philips kotler
Marketing Management : a south Asian perspective
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Prof. Sameer Mathur IIM-L
Marketing Management : DR. Ajeet Kumar Shukla
Slideshare.net
PRESENTATION BY
B. COM, MAHATMA GANDHI KASHI VIDYAPITH
VARANASI
INTERN IIM-L (MARKETING MANAGEMENT)
MENTOR: PROF. SAMEER MATHUR
THANK YOU