After completing this module, you will be able to:
Explain how a business can decide on how much money to spend on customer acquisition and retention.
Recall how to derive the customer equity formula.
Discuss the effects of Customer perceived value and satisfaction in Busines-to-Customer (B2C) markets.
State the critical roles of relation Marketing in the Business-to-Customer (B2C) services market.
Outline the steps in managing customers’ defection in Business-to-Customer (B2C) markets.
Describe how service companies of Business-to-Customer markets can strategically recover from service failures.
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