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especially as they relate to service providers; in this study the Restaurant Industry. Thus,
a
customer
orientation
leads
to
customer
value, which
can also
be
seen
that
can be
through:
-Customer Satisfaction; refers to the extent to which a customer’s expectations of
product quality, service quality, and price are met (Dave, 1997).
-Customer Loyalty; is shown by different propensities toward the brand, store or service.
These
propensities
may
be
expressed
in
behavior
and
attitude.
In
service
marketing,
work
has
focused
on
continuity
of
purchase,
i.e.
retention,
and
advocacy
of
the
brand
(Reichheld, 1996).
-Customer
Retention; techniques to
maintain relationships with existing customers
(Dave, 1997). In many service and utility markets, Customer retention can be measured
by duration of time as a customer (Robert and Julie, 2000)
-Customer
Life
Time
Value:
the
present
of
future
cash
flow
arising
from a
customer
relationship (Roger and Robert, eleventh edition).
-Customer Relationship Management
(CRM); refers to the methodologies and tools that
help
businesses
manage
customer
relationships
in
an
organized
way.
CRM
processes
that
help
form individualized
relationships
with
customers
(to
improve
customer
satisfaction)
and
provide
the highest
level
of
customer
service to the most profitable
customers (about.com).
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