Discussion:
Satisfaction can be measured at a global level or at the attribute level. Describe what each is and why they can both be valuable measurements for a firm.
There are a variety of metrics that can be used to measure customer loyalty, such as past customer value, RFM, and share of wallet. Define each and discuss their strengths and weaknesses.
Very often customers change their buying behavior before defecting. Consequently, many companies have developed leading indicators of customer defection. What are these leading indicators that are often forerunners of defection?