Review Chapter 5:
Creating Long-Term Loyalty Relationships, pg. 164.
Read Marketers Need to Stop Focusing on Loyalty and Start Thinking About Relevance by Zealley et al. (2018)
Respond to the following prompts:
What strategies can be used to reduce the rate of customer defection?
How can companies increase the longevity of their customer relationships?
Is focusing a disproportionate amount of resources on high-value customers an effective strategy?
Is it an ethical one?
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