Customer process approach to building loyalty

摘要

Two areas of interest in the study of customer loyalty are relationship marketing and the blending of products and services. This paper develops a customer process model by integrating these ideas with the life-cycle concept. The case of a power-tools manufacturer is used as a basis to evaluate this model. Data from extensive customer studies conducted at a national level form the basis of the analysis. This study provides a framework in which to evaluate a firm's attempts to improve customer loyalty. The model is universal in applicability and can be implemented across the product-service continuum.