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Published in:
2002 | OriginalPaper | Chapter
Building Loyalty: Maintenance, Customer Training and Offsets
Authors : Philippe Malaval, Christophe Bénaroya
Published in: Aerospace Marketing Management
Publisher: Springer US
Included in: Professional Book Archive
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In addition to marketing actions, companies in the aeronautics and space sector have developed many tools to increase the loyalty of customer companies including maintenance, training and financial compensation (offsets). These tools play an important role from the definition of the product/service mix to the development of customer loyalty.