| Abstract | 第1-6页 |
| 内容提要 | 第6-7页 |
| Table of Contents | 第7-9页 |
| Introduction | 第9-10页 |
| Chapter1 General Concepts on Customer Satisfaction | 第10-24页 |
| ·Clarification of Key Terms on Customer Satisfaction | 第10-16页 |
| ·Understanding Customer Needs and Wants | 第10-11页 |
| ·Understanding Customer Value and Satisfaction | 第11-16页 |
| ·Marketing Tools Used to Strengthen CS | 第16-19页 |
| ·Managing the Value-Delivery System | 第16-17页 |
| ·Adding Financial Benefits | 第17-18页 |
| ·Surprising Your Customers | 第18-19页 |
| ·The Pros & Cons of the Four Methods Used to Track CS | 第19-24页 |
| Chapter2 Creating a Superior Customer-related Capability | 第24-37页 |
| ·The Three Critical Organizational Components | 第24-29页 |
| ·A Battle between Capital One and First USA in Wooing Customers | 第29-32页 |
| ·Improving the Capability | 第32页 |
| ·Understanding Customers by Segmentation | 第32-33页 |
| ·Changing the Configuration | 第33-35页 |
| ·Orchestrating Change: Canadian Pacific Hotels as an Example | 第35-37页 |
| Chapter3 Implementing Total Quality Management | 第37-41页 |
| ·The Definition of Quality | 第37-38页 |
| ·Identifying the Critical-to-Quality Factors | 第38-39页 |
| ·Implications for Marketers | 第39-41页 |
| Chapter4 Avoiding the Customer Satisfaction Rut | 第41-51页 |
| ·Customer Satisfaction Practices at Volvo Cars | 第42-48页 |
| ·Interpreting Customer Satisfaction | 第44-45页 |
| ·Measuring Customer Satisfaction | 第45-47页 |
| ·Using Customer Satisfaction Knowledge | 第47-48页 |
| ·Toward an Extrinsic Customer Satisfaction Focus | 第48-51页 |
| Chapter5 Customer Retention | 第51-67页 |
| ·Attracting Customers | 第51-52页 |
| ·The True Value of a Lost Customer | 第52-54页 |
| ·The Reasons for Losing Customers | 第54-55页 |
| ·The Need for Customer Retention | 第55-58页 |
| ·The Ultimate Test: Retaining Only the Profitable Customers | 第58-67页 |
| ·Customer Profitability | 第58-61页 |
| ·Strategies Used to Ensure Profitable Growth | 第61-67页 |
| Chapter6 The Mismanagement of Customer Loyalty | 第67-75页 |
| ·Is Loyalty Profitable? | 第68-69页 |
| ·The Illusory Nature of the Three Claims about the Benefits of Loyal Customers | 第69-74页 |
| ·Conclusion | 第74-75页 |
| Acknowledgements | 第75-76页 |
| References | 第76-77页 |
