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1、Chapter2 BuildingCustomerSatisfactionthroughQuality Service andValue MarketingManagementTenthEditionPhilipKotler Objectives Definevalue satisfaction understandhowtodeliverthemThenatureofhigh performancebusinessesHowtoattract retaincustomersImprovingcustomerprofitabilityTotalqualitymanagement Determi
2、nantsofCustomerDeliveredValue Satisfactionisaperson sfeelingsofpleasureordisappointmentresultingfromcomparingaproduct sperceivedperformance oroutcome inrelationtohisorherexpectations HighPerformanceBusiness TheGenericValueChain LeviStrauss Value DeliveryNetwork Competitionisbetweennetworks notcompan
3、ies Thewinneristhecompanywiththebetternetwork Sears Retail SatisfiedCustomers AreloyallongerBuymore newproducts upgrades Spreadfavorableword of mouthAremorebrandloyal lesspricesensitive OfferfeedbackReducetransactioncosts LevelsofRelationshipMarketing CustomerDevelopment Suspects Customer ProductPro
4、fitabilityAnalysis TheProfitTriangle Valuecreation Competitiveadvantage Internaloperations Profit Quality Qualityisthetotalityoffeaturesandcharacteristicsofaproductorservicethatbearonitsabilitytosatisfystatedorimpliedneeds 1 Review Definevalue satisfaction understandhowtodeliverthemThenatureofhigh performancebusinessesHowtoattract retaincustomersImprovingcustomerprofitabilityTotalqualitymanagement
