MARK 70210 - Managing Customer Satisfaction and Retention

1.5 credit hours. Prerequisite: MARK 60013. This course focuses on the measurement and management of customer satisfaction and retention. Key concepts explored in the course include: (1) measuring and managing customer satisfaction, (2) identifying and prioritizing the drivers of customer satisfaction, (3) estimating the profit impact of customer loyalty, and (4) aligning the firm's internal value-delivery processes with the voice of the customer.





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