Beyond customer satisfaction

Date of publication: June 15, 1996

Abstract:

This paper outlines the development of a customer loyalty programme for the residential customers of the major supplier of telecommunications services in New Zealand. The paper considers the business environment and context that prompted the programme to be developed, explores some of internal issues faced by the company and describes in detail the four stage research programme used to bring the Programme from concept to launch.

Kate Waterhouse

Author

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Malcolm Law

Author

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