Table of Contents
PPT SlideFigure 17-1 The Direct Relationship between Service and Profits
Evidence of relationship between quality and profits
Measuring the Effects of Quality
Offensive and Defensive Marketing
The Value of New Customers (Offensive Marketing)
Figure 17-2 Offensive Marketing Effects of Service on Profits
Why Improved Retention (Defensive Marketing) Increases Profits
Figure 17-3 Defensive Marketing Effects of Service on Profit
Figure 17-5 Perceptions of Service, Behavioral Intentions and Profits
Figure 17-8 The Key Drivers of Service Quality, Customer Retention, and Profits