Business, Management and Accounting
8 years ago

Transforming Customer Satisfaction into Lifetime Loyalty with CVCI Model

Journal of Consumer Marketing
Customer value‐chain involvement for co‐creating customer delight
Oswald A. J. Mascarenhas, Ram Kesavan, Michael D. Bernacchi

Paper Summary

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The article suggests involving customers in all stages of the product or service value chain to enhance customer satisfaction and loyalty. This new approach, called customer-value-chain involvement (CVCI), aims to improve customer relationship management and quality assessment. By engaging customers throughout the value chain, businesses can receive continuous feedback and increase customer delight, leading to long-term loyalty and positive referrals.