Lesson 1 Concept of Loyalty Lesson 2 Client Satisfaction Lesson 3 Fundamental Loyalty Factors Lesson 4 Explaining Loyalty Lesson 5 Advantages of being a Loyal Customer Lesson 6 Advantages of Loyalty Lesson 7 Managing the service Lesson 8 Value and Services Provided Lesson 9 Value Perceived by the clients Lesson 10 Internal Marketing Lesson 11 Organizational principles. Reenginering. Success factors Lesson 12 Expectations Lesson 13 Desired Service Lesson 14 Expected Service Lesson 15 Perceptions Lesson 16 Flaws in the Quality of Service Lesson 17 Quality Expectations Lesson 18 Improving the Service Lesson 19 Implementing a Quality Plan Lesson 20 Quality Plan. Redesigning the procedures Lesson 21 Relational Marketing Lesson 22 Relational Marketing Lesson 23 Relational Marketing Strategy Lesson 24 Relational Marketing Strategy Lesson 25 Implanting Relational Marketing Lesson 26 Relational Sales Lesson 27 Dimensions of Relational Marketing Lesson 28 Targeting the consumer. Organizational Factors Lesson 29 Clients dissatisfaction and retention Lesson 30 Time it takes to respond Lesson 31 Recovery of Service Lesson 32 Loyalty Instruments Lesson 33 Loyalty Programmes Lesson 34 Customer Relationship Management Lesson 35 Data Base Management