Creating Customer Value: The Path to Sustainable Competitive Advantage

Abstract

Chapter 1: Complacency: Success Sows The Insidious Seeds of Failure Complacency Is the Enemy Complacency in Business Schools Complacency in Business Complacency at Xerox Complacency is More of a Problem Than Ever Consumers and Customers Technology Globalization Summary Application Ideas Chapter 2: The Customer Value Triad: Product Quality Alone is not enough The Customer Value Triad Product Quality and Service Quality are Inseparable to the Customer The Five Basic Customer Value Lessons Lesson One, Lesson Two, Lesson Three, Lesson Four, Lesson Five Brands and Value Economic Darwinism Survival of the Fittest Summary Application Ideas Chapter 3: The Quality Imperative: Creating Value Through Product Quality The Average Firm Strategic Reasons to Pursue Total Quality Six Sigma Quality Quality Pays Customer-driven Quality The Evolution to Total Quality Quality Leaders GAO Report Employee Relations Operating Performance Customer Satisfaction Financial Performance Other Evidence PIMS Study Two-Factor Model of Product Quality Summary The Motorola Story The Globe Metallurgical Story The Zytec Corporation Story The Graniterock Company Story Application Ideas Chapter 4: The Service Imperative: Creating Value Through Service quality Types of Services Presale Services Transaction Services Postsale Services Services as a Competitive Advantage Two-Factor Model of Service Quality Unique Characteristics of Services Intangibility Heterogeneity Perishability Inseparability of Production and Consumption Customer's Evaluative Criteria for Services Service Quality Model Gap1, Gap 2, Gap 3, Gap 4, Gap 5 Using the Serv-Qual Model Summary Application Ideas Chapter 5: Value-based Pricing Defining Customer Value Expected Benefits Search Attributes Experience-based Attributes Credence-based Attributes Expected Sacrifice Transaction Costs Life Cycle Costs Risk Value Profiles Reference Points Zone of Indifference Zone of Acceptability A Value-Based Pricing Model Contextual Factors Search, Experience, and Credence Attributes Product and Service Quality, Expected Benefits Reference, Actual, and Reasonable Prices Perceived Expected Sacrifice Expected Customer Value Willingness to Buy Channel Issues Competitive Response Summary Application Ideas Reference Chapter 6 The high cost of low value: Direct Costs Customer Service Department Returns Warranties and Guarantees Acquisition Costs Indirect Costs Word-of-Mouth Referrals Lost Innovations Customer Retention Summary Application Ideas Chapter 7: A Customer Satisfaction Program: The scorecard that meaures delivered customer value Ten Basic Rules of Customer Satisfaction Rule 1: Involve Top Management Rule 2: Know the Customers Rule 3: Let the Customer Define What Attributes Are Important Rule 4: Know the Customers' Requirements, Expections, Wants Rule 5: Know the Relative Importance of Customer's Decision.

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