Research Catalog

The butterfly customer : Capturing the loyalty of today's elusive consumer

Title
The butterfly customer : Capturing the loyalty of today's elusive consumer / Susan M. O'Dell, Joan A. Pajunen.
Author
O'Dell, Susan M.
Publication
Toronto : J. Wiley & Sons Canada, [1997], ©1997.

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Additional Authors
Pajunen, Joan A.
Description
xxiii, 264 pages; 24 cm
Subject
  • Customer services
  • Customer relations
  • Relationship marketing
  • Service à la clientèle
  • Relations avec la clientèle
  • Marketing relationnel
Bibliography (note)
  • Includes bibliographical references (p. [255]-260) and index.
Contents
Ch. 1. Butterfly Behaviour -- Ch. 2. Breaking Trust With the Customer -- Ch. 3. The Return of the Monarch -- Ch. 4. The Service Kaleidoscope -- Ch. 5. Measuring the Trust Account -- Ch. 6. Conducting a 3-D Audit -- Ch. 7. No Strategy -- Ch. 8. The Expectations Contract: Misreading the Customer -- Ch. 9. The Media: Attractive Offer or Fatal Attraction? -- Ch. 10. The Physical Dimension: The Emperor's New Clothes -- Ch. 11. The People Dimension: No Value Added -- Ch. 12. Internal Affairs: Culture Clash -- Ch. 13. The Service-Empowered Team -- Ch. 14. Exercises in 3-D.
ISBN
0471641979 :
LCCN
cn 97930443
OCLC
ocm36695574
Owning Institutions
Columbia University Libraries