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Transcript
CRM Comprehension ï A services company's marketing programme consists of the offers, tangibles, service delivery, employee behaviour, and grievance handling. When these get exposed to customers, they evaluate the whole process. ï This customer evaluation process is done based on customer's expectation from the service and its perceived performance. Customer's cognitive ability plays an important role in this process. If perceived performance is more than that of customer expectation, it results into customer satisfaction which has a lot of advantages associated with the company such as repeat purchase, customer retention, cross-sell and up-sell. If perceived performance is less than that of customer expectation, it leads to customer dissatisfaction and results into a behaviour that is detrimental to the company's interest as negative publicity, loss in sale and so on. 31
