1. Additional Resources
Additional Resources
These are the additional readings for this week to enhance your learning and understanding of the topics covered.
Note: The additional readings are external links. These readings are optional.
Unlock the mysteries of customer relationships
How stores track your buying behavior
Unlock the mysteries of customer relationships
How stores track your buying behavior
Compulsory Additional Reading : Research Articles
Tarasi, C. O., Bolton, R. N., Gustafsson, A., & Walker, B. A. (2013). Relationship Characteristics and Cash Flow Variability: Implications for Satisfaction, Loyalty, and Customer Portfolio Management. Journal of Service Research, 16(2), 121-137.
Click here for the Link
Nitzan, I., & Libai, B. (2011). Social Effects on Customer Retention. Journal of Marketing, 75(6), 24-38
Click here for the Link
Lemon, K. N., & Wangenheim, F. V. (2009). The reinforcing effects of loyalty program partnerships and core service usage a longitudinal analysis. Journal of Service Research, 11(4), 357-370
Click here for the Link
Class Sessions
1- Benefits of CRM
2- Marketing Benefits
3- Service Benefits
4- Benefits to Customers
5- Learning Goals
6- Four Types of Bonds
7- Types of Defectors
8- Strategies to reduce customer defections
9- CRM Framework -Switching
10- CRM Framework -Satisfaction
11- CRM Framework -Trust
12- CRM Framework -Commitment
13- CRM Framework -Loyalty
14- Summary
15- Additional Resources
16- summary
17- Additional Resource
18- Characteristics of Service
19- Customer Defection in Service
20- Summary and additional Resources
21- Sales Force Automation