1. Building Customer
Satisfaction through
Quality, Service and
Value

2. 1

3. Customer Satisfaction
-measures how products or services supplied by a
company meet or surpass a customer's expectation.

4. Customer Value
-is the satisfaction a consumer feels after making a
purchase for goods or services relative to what he /
she must give up to receive them.

5. Personal Value Equation
value= benefits received-(price+hassle)

6. Figure 1
VALUE
Creating
Communicating
Delivering
Exchanging

7. Figure 2. Main actors and forces in a modern marketing system
Suppliers
Competitors
Company (Marketer)
Marketing
Intermediaries
End-User Market
ENVIRONMENT

8. The Principle of Customer Value
States that success in targeted
market segments is directly
related to the firm’s ability to
provide perceived value to
customers.

9. Customer Service
-is the service provided to customers before, during
and after purchasing and using goods and services.

10. Total Quality Marketing
is a market driven
idea that stresses
customer
satisfaction as
crucial to the
success of a
business in a highly
competitive, modern
business world.

11. Retaining Customers
Set customer expectations
Become the customers’ trusted
advisor
Use relationships to build trust
Take a proactive approach to
customer service
Use social media to build relationships
Go the extra mile

12. Customer Retention Rate Formula
CS- no. of customers at start of
period
CN- no. of new
customers acquired
during period
CE - no. of customers
at end of
period
For example, if you start the
given period of 200 customers
and lose 20 customers but
gained 40 customers, at the end
of the period, you have 220
customers.
Equation:
220-40=180/200=0.9x100=90
The retention rate of the given
period was 90%.

13. “Show value, create an experience
and always strive to exceed
customers expectation.”
-Shep Hyken

14. THANK YOU VERY MUCH FOR
YOUR COOPERATION! 

15. QUESTIONS

16. Sources and References
▪ Marketing Management A Strategic Approach
-Harper W. Boyd Jr.
DonagheyDistinguished Professor of Marketing
University of Arkansas-Little Rock
-Orville C. Walker Jr
Professor of Marketing
University of Minnesota
Edition 1990
▪ Marketing Management in the 21st Century
-Noel Capon
Professor of Business Graduate School of Business Columbia University
-James Hubert
Kopf. Professor of International Marketing
▪http://www.saylor.org/books