Building customer loyalty

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1. Building 2. ... N A , 3. : Gronroos (1994a), Gundlach Murphy (1993), Webster (1992) ( ) ( ) ( ) ( ) 4. ... ( ) ( ) , , . 5. . . ! 6. - : : 7. - 8. . Under Promise Over Deliver 9. Facts 10. ( Ventura & Henley) 5% 25-30% 5% 75%. 5 11. (NOP and Principles Research) 35% ( 75% !) 12. (NOP and Principles Research) 82% , 97% 13. 14. ( ) 60% ( ) Loyalty comes from Loyalty 15. ( ) Laventhol and Horwath 20% 10%. 16. ( ) Technical Assistance Research Programmes To 86% 5 2% 6% . 17. : 18. ; ! 19. ; . . ! 20. Case British Airways : 21. Case : 22. . 23. Mgt Mgt 24. Mgt 25. ... 26. - 4 4! 27. 4 28. 29. . ! 30. . . ! , 31. ( ) 32. . ! : 33. 90% 34. 35. ! 36. (total product) Brand 37. . Kaizen - good change ( 38. case 39. case 40. case 41. . . 42. 43. . 44. ( ) ) , . 45. ( ) ) : ; ; ; 46. ( ) ) : , , , 47. 48. : , ! After sales 49. 50. - one stop service . one stop service / . 51. CRM CRM 100%! 52. CRM : . 53. CRM : 54. - 5 . . 55. : 56. , , 57. ! 58. , , , 59. 4+1 (lifetime value) (price sensitivity) (customer share) 60. (. - ) 0 1 01 05543210 / / 61.