Across
- 2. Tailoring offers/experiences to the individual
- 5. Keeping current customers; typically cheaper than acquisition
- 6. The stock of relational assets/liabilities that adds to or subtracts from value
- 7. Informal customer to customer communication that drives acquisition
- 10. Early-stage actions to set expectations and build confidence
- 11. Enduring desire to maintain a valued relationship
Down
- 1. One pillar of customer equity linked to associations and awareness
- 3. Customer equity pillar tied to perceived quality for price
- 4. Tendency to keep buying from the same firm over time
- 8. Stage where relationship quality drops and exit risk rises
- 9. Positive feeling from unexpected value or fairness
- 12. Confidence in a partner’s reliability and integrity