[管理学]服务营销[英文原版]Christopher Lovelockchapter 12.doc

Targeting, acquiring, and retaining the right customers is at the I core of many successful service firms. In Chapter 7 we discussed segmentation and positioning. In this chapter, we emphasize the importance of focusing carefully on desirable, loyal customers within the cbcsen segments, and then taking pains to strengthen their loyalty through well-conceived relationship marketing strategies. The objective is to build relationships and to develop loyal customers who will do a growing volume of business with the firm in the future. Building relationships is a challenge, especially when a firm has vast numbers of customers who interact with the firm in many different ways, from email and web sites to call centers and face-to-face interactions. When customer relationship management (CRM) systems are implemented well, they provide managers with the tools to understand their customers and tailor their service, cross-selling, and retention efforts, often on a one-on-one basis. In this chapter, we explore the following questions: 1. Why is customer loyalty an important driver of profitability for ser- vice firms? 2. Why is it so important for service firms to target the right customers? 3. How can a firm calculate the lifetime value of its customers? 4. What strategies are associated with the concept of relationship marketing and the wheel of loyalty? 5. How can tiering of service, loyalty bonds, and membership pro- grams help in building customer loyalty? 6. What is the role of CRM systems in delivering customized services and building loyalty? THE SEARCH FOR CUSTOMER LOYALT Loyalty is an old-fashioned word that has traditionally been used to describe fidelity and enthusiastic devotion to a country, a cause, or an individual. More recently, it has been used in a business context to describe a customers willingness to continue patronizing a firm over the long term, preferably on an exclusive basis, and recom- mending the firms products to friends and associates. Custo