5.5 relationship equity

Question 1

Relationship equity

Answer 1

Tendency to stick with the brand beyond customer’s objective and subjective assessment of the brand
- Loyalty programs, special recognition&treatment, affinity programs, community programs, knowlegde programs.

Question 2

Wallet share

Answer 2

how much of the target groups budget is spend on you rather than competitors aka loyalty
From market share => wallet share

Question 3

Good relationship decreases costs because

Answer 3

customers go buy without needing advertisement

Question 4

Additional sales can go up because a apple laptop lover

Answer 4

will buy a ipod

Question 5

A loyal customer is willing to buy a higher margin, if

Answer 5

the relationship is value enough

Question 6

Two relationship dimensions

Answer 6

Behaviour: (re)purchase, encounters, usage
2. Attitude: the perceptions and attitudes that a customer has towards a particular product or service

Question 7

loyalty grid: low repeat behaviour + low commitment

Answer 7

transactional (sporadic)

Question 8

loyalty grid: low repeat behaviour + high commitment

Answer 8

latent loyalty (eg restauratn)

Question 9

high repeat behaviour+high commitmetn

Answer 9

true loyalty

Question 10

high repwat behaviour + low commitment

Answer 10

spurious loyalty (risk that people leave (buurtsuper, tmoblie)

Question 11

The accurate measure of relationship strength is the measure that combines

Answer 11

both attitudinal and behavioral loyalty.