Customer satisfaction and value in Marketing Management

The following discussion agenda cover the notions of customer satisfaction, value and retention in Marketing Management:

1. Customer Value and customer satisfaction notions
• Customer perceived value
• Total customer satisfaction
• Tools for measuring satisfaction: complaint and suggestion systems, customer satisfaction surveys, ghost shopping, lost customer analysis
2. The nature of high-performance business
• stakeholders, processes, resources, organization and organizational culture
3. How to deliver customer value and satisfaction
• value chain
• the value-delivery network
4. How to attract, retain customers and measure the cost of lost customers
• the need for customer retention
• measure customer lifetime value
• customer relationship management
• The notion of customer bonds
5. Customer profitability, company profitability and total quality management

Reference
Kotler, P. (2003) "Chapter 3: building customer satisfaction, value, and retention" in Marketing Management, Prentice Hall.