This chapter discusses how companies can build customer satisfaction, value, and retention. It addresses customer perceived value and satisfaction, and how delivering high customer value can attract and retain customers. The chapter also covers measuring customer satisfaction and lifetime value, as well as how companies can practice total quality management to improve both customer and company profitability.

1. Building Customer Satisfaction, Value and Retention Prof.Prasanna Venkatesh

4. Determinants of Customer Delivered Value

6. Tools for Tracking and Measuring Customer Satisfaction Complaint and suggestion systems: Customer satisfaction surveys: A customer-centered organization makes it easy for customers to register suggestions and complaints. Some customer-centered companies—P&G, General Electric, Whirlpool—establish hot lines with toll-free numbers. Companies are also using Web sites and e-mail for quick, two-way communication. Studies show that although customers are dissatisfied with one out of every four purchases, less than 5 percent will complain. Most customers will buy less or switch suppliers. Responsive companies measure customer satisfaction directly by conducting periodic surveys. While collecting customer satisfaction data, it is also useful to ask additional questions to measure repurchase intention and to measure the likelihood or willingness to recommend the company and brand to others.

7. Premier Dell.com is a special business-oriented part of the Dell Web site that allows customers to interact with Dell and customize all phases of doing business with Dell.

9. The High Performance Business

12. The Generic Value Chain 3-

18. The Customer-Development Process 3-

24. Customer-Product Profitability Analysis

25. Allocating marketing investment according to customer value

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