Section outline

  • At the end of this topic students will be able to:

    1. Define customer value, satisfaction, retention and loyalty. 
    2. Explain the importance of these concepts to businesses. 
    3. Discuss how the concepts are related to each other. 
    4. Demonstrate how businesses can foster customer value, satisfaction, retention and loyalty.

     

    Please refer to the following text books for content that was delivered in the lectures by going to the chapters and reading the pages that are bolded at the end of the references:

     

    Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer behaviour: A European outlook (2nd ed.). Pearson Financial Times/Prentice Hall. Chapter 1 Pages 7 – 10.

     

    Kotler, P., Armstrong, G., Harris L., & He, H. (2020). Principles of Marketing (8th European ed.) Edinburgh Gate, Harlow: Pearson Education. Chapter 1 Pages 14 - 20