Services Marketing 6th Edition by Valerie Zeithaml,Mary Jo Bitner,Dwayne Gremler

Exercise 6

Choose a specific company context (your class project company, the company you work for, or a company in an industry you are familiar with). Calculate the lifetime value of a customer for this company. You will need to make assumptions to do this calculation, so make your assumptions clear. Using ideas and concepts from this chapter, describe a relationship marketing strategy to increase the number of lifetime customers for this firm.