Customer experience the missing element required for customer loyalty

We have in this chapter shown how delivering relevant timely communications as part of permission marketing is important to developing loyalty. However, even the most relevant communications will fail if another key factor is not taken into account - this is the customer experience. If a first-time or repeat customer experience is poor due to a slow-to-download difficult-to-use site, then it is unlikely loyalty from the online customer will develop. The relationship between the drivers of customer satisfaction and loyalty is shown in Figure 6.16. In the next chapter we review techniques used to help develop this experience.

Customer expectations of service

Customer satisfaction drivers

Customer loyalty drivers

Customer expectations of service

Customer satisfaction drivers

Customer loyalty drivers

Figure 6.16 The relationship between service quality, customer satisfaction and loyalty

Was this article helpful?

0 0
Email Marketing Magician

Email Marketing Magician

Have you ever seen those headlines or comments on web sites and in newspapers that start with I wish I had a dollar for every time thatblah, blah, blah? If you have, then you probably understand that this phrase is generally used as a way of suggesting that the writer or commentator has heard a particular phrase or saying so many times that they are fed up hearing it, and that moreover they do not agree with it.

Get My Free Ebook


Post a comment