Crossing the 'Zone of Indifference.'

Finkelman, Daniel Paul
December 1993
Marketing Management;1993, Vol. 2 Issue 3, p22
Investments in customer satisfaction and retention can and should be subjected to the same rigorous cost/benefit analysis used in capital decisions. To make these investments pay off, managers must acquire a deep understanding of the strategic breakpoints in the relationship between customer satisfaction and repurchase loyalty— and between company actions and their impact on customer behavior. By knowing these breakpoints, managers will be able to determine when to invest more and when to stop investing. INSETS: Executive briefing.;About the author..


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