Chapter 5 Kotler Customer value, Satisfaction and Loyalty

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Chapter 5 Kotler Customer value, Satisfaction and Loyalty

  1. 1. Chapter 5Customer Value, Satisfaction and Loyalty Mark Angelo Reyes MARKMA
  2. 2. Customers –marketing is the art of attracting and keeping profitable customers
  3. 3. Total Customer Benefit –the actual benefits afforded by the product and/or service to the customer
  4. 4. Total Customer Cost - the monetary, time,energy and psychological cost components of the product/service
  5. 5. Perceived Value - The total perceived value of the customers is determined by the difference of the Total Customer Benefit and Total Customer Cost
  6. 6. More Benefits than Costs –Does the benefits out weight the costs?
  7. 7. Competitive Advantage –Are the products/servicesthat you offer superior tocompetitors/alternatives?
  8. 8. Customer Satisfaction – Analyze what the customer holdsimportant to make it easier to meet the requirements. Once met, there is customer satisfaction.
  9. 9. Customer Satisfaction – Quantifiable measurementmethodologies are available to monitor satisfaction levels of the customers.
  10. 10. Customer Loyalty – Customer satisfaction almost always leads to customer loyalty (Loyalty is acommitment to repurchase or re-patronize a preferred product )
  11. 11. Profits –with customer loyalty comes company profits
  12. 12. Total Customer Total Customer Benefit Cost Perceived Value More Benefits Competitive Customer than Costs Advantage Satisfaction CustomerSatisfaction Customer Loyalty Profits

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