This chapter discusses creating long-term loyalty relationships with customers. It states that customers are the reason businesses operate and that there is no business without customers. The chapter explores maximizing total customer satisfaction to increase sales, as well as attracting and retaining customers to boost a company's lifetime customer value and competitiveness over time. It presents a model of different customer stages from awareness to loyalty.

1. Chapter 5
Creating Long-term
Loyalty Relationship
Felipe R. Cabanero

2. Creating Long-term Loyalty
Relationship
Customers - are the only
reason why businessman
built factory, hire workers
and do business. There’s no
business without customers.

3. Creating Long-term Loyalty
Relationship
_
Total Customer
benefits
=
Customer Cost
Customers
Perceived Value

4. Creating Long-term Loyalty
Relationship
Total Customer
Satisfaction
Maximize Sales

5. Creating Long-term Loyalty
Relationship
Miximizing
Customer
Lifetime Value
More Viability and
Competitiveness

6. Creating Long-term Loyalty
Relationship
Attracting and
Retaining Customers
Target
Aware Open to
trial
Trier
Recent Regular Most
nonUser
User Often
used
rejecter
Loyal

7. Creating Long-term Loyalty
Relationship
Maintain
Customer
Satisfaction

8. Creating Long-term Loyalty
Relationship

9. Creating Long-term Loyalty
Relationship

10. Creating Long-term Loyalty
Relationship

11. Creating Long-term Loyalty
Relationship