1. The Customer: Key to Market Success
CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE
PART 1:
CHAPTER 1
The Customer:
Key to Market Success

2. Competitive Advantages Through Customer Satisfaction
Repeat Buying
Higher Prices
Loyalty in Crisis
Word of Mouth
One-Stop shopping
New Product Innovation
Profits
Corporate Performance
Growth
Copyright © 1999 by Thomas Southwestern. All rights reserved.

3. Increased Profitability
Advantages
Cost efficiencies from repeat customers
Price premiums from established customers
Customer loyalty in corporate crisis
Copyright © 1999 by Thomas Southwestern. All rights reserved.

4. Increased Growth Advantages Increased word of mouth One-stop shopping
New product innovations
Copyright © 1999 by Thomas Southwestern. All rights reserved.

5. Creates Pride in Employees
Customer orientation has an effect on employee morale in the company
Satisfied employees create satisfied customers
Happy customers lead to employee happiness
Copyright © 1999 by Thomas Southwestern. All rights reserved.