Relationship Marketing and B-to-B Sales
Cultivating Customer Loyalty
Video lectureMembers only — sign-in coming soon
Audio version — members only
The full video lecture and audio version for this course are available to logged-in members. Member sign-in is coming soon.
Why customer loyalty is becoming a survival issue for many companies? This course explores deeply to understand it and how to invest in & retain customer loyalty. Four areas influencing this are intense price competition, non-traditional competition, Life time value of customers and word of mouth. These are further explained in detail with illustrative examples. Loyalty ladder model, a 5-step loyalty hierarchy similar to need hierarchy, is explored and discussed as well.
SLAThis course was originally part of the Sheth Leadership Academy video library — now preserved and made freely available here.
