Slide 14.

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Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.1 The goodsservices spectrum
Slide 14.2
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.2 The relationship marketing ladder
Source: Payne, Christopher, Clark and Peck (1995) Relationship Marketing for Competitive Advantage
Slide 14.3
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.3 Cornerstones of relationship marketing
Slide 14.4
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.4 Assessing customer satisfaction
Source: Adapted from Parasuraman, Zeithaml and Berry (1985)
Slide 14.5
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.5 Performance, satisfaction and customer loyalty
Slide 14.6
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.6 Monitoring customer satisfaction levels
Slide 14.7
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.7 Performanceimportance matrix
Slide 14.8
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.8 Performance summary (chartered accountant)
Slide 14.9
Hooley, Piercy and Nicoulaud, Marketing Strategy and Competitive Positioning, 4
th
Edition, Pearson Education Limited 2008
Figure 14.9 Quality gap analysis
Source: Adapted from Parasuraman, Zeithaml and Berry (1985)