Question 1

Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.

Accepted Answer

These are the bulk of the cust

Question 2

True loyalty refers to a high "share of heart" where customers have a true liking of the brand/service.

Accepted Answer

A) True 
 B)False

Question 3

Factors that work to increase the profit growth from loyal customers include _____________.

Accepted Answer

A) Profit from increased purchases 
B) Profit from reduced customer service costs 
C) Profit from referrals to others 
D) Acquisition costs can be amortized over a longer period 
E) All of the above 
A) Profit from increased purchases 
B) Profit from reduced customer service costs 
C) Profit from referrals to others 
D) Acquisition costs can be amortized over a longer period 
E) All of the above

Question 4

Explain what a "structural bond" means.

Accepted Answer

Structural bonds are mostly se

Question 5

Common CRM applications include all of the following EXCEPT _____________.

Accepted Answer

A) Data collection 
B) Marketing automation 
C) Data entry 
D) Sales force automation 
E) Finance automation 
A) Data collection 
B) Marketing automation 
C) Data entry 
D) Sales force automation 
E) Finance automation

Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.

True loyalty refers to a high "share of heart" where customers have a true liking of the brand/service.

Factors that work to increase the profit growth from loyal customers include _____________.

Explain what a "structural bond" means.

Common CRM applications include all of the following EXCEPT _____________.

Introduction to Services Marketing

Customer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products Core and Supplementary Elements

Distributing Service through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand against Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Building a World-Class Service Organization

Filters

Exam 12: Managing Relationships and Building Loyalty

Describe the "Iron" customer segment discussed by Zeithaml, Rust, and Lemon.

True loyalty refers to a high "share of heart" where customers have a true liking of the brand/service.

Factors that work to increase the profit growth from loyal customers include _____________.

Explain what a "structural bond" means.

Common CRM applications include all of the following EXCEPT _____________.

Introduction to Services Marketing

Customer Behavior in a Services Context

Positioning Services in Competitive Markets

Developing Service Products Core and Supplementary Elements

Distributing Service through Physical and Electronic Channels

Setting Prices and Implementing Revenue Management

Promoting Services and Educating Customers

Designing and Managing Service Processes

Balancing Demand against Productive Capacity

Crafting the Service Environment

Managing People for Service Advantage

Complaint Handling and Service Recovery

Improving Service Quality and Productivity

Building a World-Class Service Organization

Filters