3. Group Members
 M.NAUMAN CHATTHA ROLL# 74
 SAMI ULLAH WARICH ROLL# 62
 MAZHAR ABBAS ROLL# 84

4. Approaches to Measure the Customer Satisfaction Attributes
 FIRST APPROACH
 QUADRANT ANALYSIS
– Which plots satisfaction levels against importance levels for
satisfaction attributes.
 ANOTHER APPROACH
Is to develop indexes that combine importance and satisfaction levels.

5. HOW IMPORTANCE IS MEASURED?
 In these studies we measure
importance in two ways.
1) Deriving ratings statistically
3) Administrating a comprehensive survey at that
measures importance on every attribute called “self
explicated”.

6. One important finding is that
statistically derived measures and
stated importance measures don’t
appear to be much different in
predicting satisfaction.

7. Inclusion of importance
information doesn’t always
improve the ability to explain
satisfaction.

8. More sophisticated, non-linear
approach to combining
satisfaction measures and
importance can result in a model
with a greater ability to explain
satisfaction.

10. TWO STEPS OF DEVELOPING A LOYALTY
 The first step to developing a loyalty
program is to research the customer
database and target key customers for the
program.
 Another helpful research technique is to
examine customers’ expectation for the
program compared to what the program
actually offered them.

11.  Make the loyalty program Part of your long-
term business strategy.
 Clearly communicate the benefits and
features of the program.
 Company opportunity to build a relationship
with customers.
– Values your customers
• It is important for companies to listen to their customers
concerns and resolve problems promptly so that they
can further enhance the relationship.

12.  Be selective when considering with other
companies to partner with for a loyalty
program.
– Company should analyze their image in the
market, as well as the prospective partner
company’s image.

14.  The analysis suggested a new
hypothesis about customer retention
– Several factors, beyond satisfaction, that derives
retention. These includes:
• Past Behavior
• Attitudes about purchasing, such as openness to
new service
• Perceptions about the loss or gain of the
switching brands
• Demographics

15.  Customers can be classified by where they
fall on each of the two characteristics
– The satisfaction and mobility scales have a great
deal of independence, meaning that a person who
is “highly satisfied” can be “highly mobile” or
“static”.

17. How segmentation research can be
used:
 Understand behavior
– Many companies experience a low rate of customer
retention. In order to identify ways of keeping customers,
one marketer asked why his customers were switching to
the competition.
 Determine service needs
– Not all consumers want the same level and type of
service when they purchase a product or service. This
became evident when a lending company
hypothesized that different groups of its customers
required distinct levels of service.

18. How segmentation research can be
used: (Cont…)
 Assess emerging markets
– Something an emerging market enables a marketer to define
appropriate potential target markets within the broader
market and to identify how best to approach these
consumers.
 Develop marketing strategies
– The segmentation allowed the organization to
construct appropriate marketing strategies for similar
areas of the U.S, and the representatives of the similar
markets were able to share their strategies and ideas
for increasing donations.

19. How segmentation research can be
used: (Cont…)
 The craft of segmentation
– Segmentation is a craft that requires experience and
sound judgment to result in a meaningful solution. A
variety of statistical tools are employed, including
factors analysis, cluster analysis, and discriminant
analysis.