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Essentials of Services Marketing, Second Edition by Christopher Lovelock, Patricia Chew, Jochen Wirtz

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Chapter 12. Managing Relationships and Building Loyalty

Learning Objectives

By the end of this chapter, the reader should be able to:

Image LO 1 Recognize the important role customer loyalty plays in driving a service firm’s profitability.

Image LO 2 Calculate the lifetime value (LTV) of a loyal customer.

Image LO 3 Understand why customers are loyal to a particular service firm.

LO 4 Know the core strategies of the Wheel of Loyalty that explain how to develop ...

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