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Total Customer
Benefit
Product
Services
Personnel
Image
Customer Perceived
Value
Total Customer
Cost
Monetary
Time
Energy
Psychological
If the product’s
performance
exceeds
expectations, the
customer is delighted,
and spreads good
word of mouth
Created by Bhavnoor Singh, IITR, during a
marketing internship by Prof. Sameer Mathur, IIM Lucknow. (See www.IIMInternship.com ).