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Unit 11: Customer Loyalty

10. To what extent should a services organisation ensure that the style of exchange adopted Notes
with respect to its customers is similar to that adopted in relation to its employees?
11. If relationship marketing is a natural evolution from services marketing, what do you
think may be the next basis on which firms develop a competitive advantage?
12. Define what is meant by customer loyalty in the context of insurance services.

Answers: Self Assessment

1. Service
2. Expensive
3. Customer

4. Perceptions
5. Monopoly
6. False
7. True

8. False
9. False
10. False
11. Marketing Myopia

12. Marketing Research
13. Empathy
14. Five
15. Delight

11.10 Further Readings

Books C Bhattacharjee, Services Marketing, Excel Books, New Delhi
Christopher H Lovelock, Services Marketing, Third Edition, Prentice Hall, US
Leonard L Berry, Great Service: A Framework for Action, The Free Press

Online links http://www.ocba.sa.gov.au/assets/files/21_custservice10.pdf

http://highered.mcgraw-hill.com/sites/dl/free/0073397113/884629/
Luc97113_ch02_038_075.pdf

LOVELY PROFESSIONAL UNIVERSITY 251