Page 35 - LESSONS LEARNED BY MADARFM
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CUSTOMER AND BRAND LOYALTY







                                                                         Customer – value orientated – total costs



                                                    (price and other costs incurred in acquiring the service)






                                                                                                                                                                                            Apostle


                                                        100 %
                                                                                                                                                          zone of affection





                                                                80

                                                                                                                    zone of indifference



                                                 Loyalty  (Retention)  60    zone of deflection
                                                                                          Customer Satisfaction Drives Customer Loyalty





                                                                40





                                                                20








                                              Saboteur





                                                                             1                             2                                    3                               4                                   5
                                                                      Extremely                    Somewhat                                Slightly                       Satisfied                               Very

                                                                     dissatisfied                  dissatisfied                         dissatisfied                                                          Satisfied





                                                                                                                  CUSTOMER SATISFACTION MEASURE
                                                                                                                                                                                                                                                         35
   30   31   32   33   34   35   36   37   38   39   40