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    Chapter 11 - On Building Customer Loyalty Through Quality

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    This document discusses how businesses can build customer loyalty through quality. It argues that understanding service quality requires knowledge of how services are designed and delivered. The document outlines how defining customer value and satisfaction differs from loyalty. It also discusses relationship marketing, the benefits of loyalty like reducing costs, and how quality improves retention, avoids price competition, and reduces costs. Finally, it examines models for measuring service quality gaps and forecasting market demand.

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    Chapter 11 - On Building Customer Loyalty Through Quality

    Uploaded by

    charisma_dim4581
    654 views1 page
    This document discusses how businesses can build customer loyalty through quality. It argues that understanding service quality requires knowledge of how services are designed and delivered. The document outlines how defining customer value and satisfaction differs from loyalty. It also discusses relationship marketing, the benefits of loyalty like reducing costs, and how quality improves retention, avoids price competition, and reduces costs. Finally, it examines models for measuring service quality gaps and forecasting market demand.

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    This document discusses how businesses can build customer loyalty through quality. It argues that understanding service quality requires knowledge of how services are designed and delivered. The document outlines how defining customer value and satisfaction differs from loyalty. It also discusses relationship marketing, the benefits of loyalty like reducing costs, and how quality improves retention, avoids price competition, and reduces costs. Finally, it examines models for measuring service quality gaps and forecasting market demand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    654 views1 page

    Chapter 11 - On Building Customer Loyalty Through Quality

    Uploaded by

    charisma_dim4581
    This document discusses how businesses can build customer loyalty through quality. It argues that understanding service quality requires knowledge of how services are designed and delivered. The document outlines how defining customer value and satisfaction differs from loyalty. It also discusses relationship marketing, the benefits of loyalty like reducing costs, and how quality improves retention, avoids price competition, and reduces costs. Finally, it examines models for measuring service quality gaps and forecasting market demand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
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    Chapter 11

    On Building Customer Loyalty Through Quality

    “To understand service quality and make quality management effective, we need
    profound knowledge about the details and activities connected with the emergence of a
    service. This presupposes interest in service design and service production.” – Everet
    Gummesson

    Outline:
    I. Defining Customer Value and Satisfaction
    a. Customer-Delivered Value
    b. Customer Satisfaction
    c. Customer Satisfaction versus Customer Loyalty
    II. Relationship Marketing
    III. Benefits of Customer Loyalty
    a. Cost of Lost Customers
    b. Resolving Customer Complaints
    IV. The Link Between Marketing and Quality
    V. What is Quality
    VI. Benefits of Service Quality
    a. Customer Retention
    b. Avoidance of Price Competition
    c. Retention of Good Employees
    d. Reduction of Costs
    VII. Capacity and Demand Management
    a. Managing Capacity
    b. Managing Demand
    VIII. The Five-Gap Model of Service Quality
    a. Gap 1: Consumer Expectations versus Management
    Perception
    b. Gap 2: Management Perception versus Service Quality
    Specifications
    c. Gap 3: Service Quality Specifications versus Service Delivery
    d. Gap 4: Service Delivery versus External Communications
    e. Gap 5: Expected Service versus Perceived Service
    IX. Forecasting Market Demand
    a. Defining the Market
    b. Market Areas for Restaurants
    c. Measuring Current Market Demand
    d. Forecasting Future Demand

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