Objectives: Customer satisfaction, CRM research

 

Although one of the key objectives of relationship marketing is to build a strong relationship with customers, the construct of relationship strength is recent and there is little research into its me

This paper puts forth maximum difference scaling as a valid research method to determine attribute importance for customer satisfaction research, which in turn can drive valid and meaningful need-base ...

Customer satisfaction has become one of the main objectives in all areas of business, especially the tourist trade. One of the most difficult problems is to know how to obtain this satisfaction, which ...

Consumer value has been widely recognised as a key factor in organisational management, marketing strategy and consumer behaviour. However, because of the scattered and non-conclusive pattern of resea ...

This paper seeks to synthesise the disparate research to date that has been done on the temporal decay of service quality and satisfaction responses. We aim to verify if this measurement artefact exis ...

Customer loyalty is complex and varies between markets and industries, but the best predictor of repurchase intention is the strength of relationship between buyer and seller. Relationship strength sc ...

WARC Online's US editor reports from The Market Research Event 2008 in Anaheim, California, on the approach and methodology used by research firm Synovate to help clients manage and improve customer e ...

This paper discusses the ROI of BT's extensive Customer Satisfaction programmes which cover the full range of Consumer, SME and Major Customer bases. It demonstrates a clear link between elements of c ...

This article describes the Kano model, a flexible tool for customer satisfaction (CSM) studies. The model relates product features to customer needs, and identifies four types of product feature: exci ...

The practical value of the NPS (Net Promoter Score) customer loyalty metric has been hotly debated. The NPS is based on a single question - 'would you recommend X to a friend or colleague' - on a scal ...

Loyalty marketing and CRM recognise that getting and keeping customers is vital to the success of a brand, and that calculating a customer's lifetime value vital to determining strategy. The problem i ...

Andrew Wiseman, a director at Nunwood's Market Analytics business division, argues that though customer satisfaction is recognised as an important contributor to business success, the measurement of t ...

In marketing research, and particularly in the context of customer satisfaction measurement, we often try to measure attitudes and human perceptions. This raises a number of questions regarding approp ...

The Net Promoter Score is gaining ground as a measure of customer satisfaction. It relies on two scaled questions: 'how likely would you be to recommend us?', and 'if you wouldn't recommend us, why no ...

Fairmont Hotels & Resorts is embarking on the fifth year of the management of its online FPC Guest Advisory Panel. Gathering a diverse range of guest feedback, this Panel has proven to be an invaluabl ...

The paper describes how predictive research analytics has been used to optimise MyTravel's property portfolio, resulting in a redefined hierarchy of importance in terms of what guests want from a hote ...

Internet bank, Egg, says its aim is to differentiate itself from other banks by helping consumers make informed choices about money. It regularly measures customer satisfaction and in response to feed ...

In today's competitive environment, companies that want to survive need to improve their products and services. If customer satisfaction measurements are used as a source of improvement effort, the re ...

A persistent problem in customer satisfaction measurement is a tendency towards high or skewed measures of satisfaction. Consequently, there has been research interest in what makes customers either l ...

The Audit Commission is the most important regulator of local councils. As such, this body has considerable power to promote or discourage the use of public consultation in local government. This pape ...

It has been widely argued that the new consumer is active, knowledgeable, demanding, channel-hopping and, above all, experience-seeking. Yet market research often continues to survey consumers as if t ...

Caroline Whitehill, co-founder of Acacia Avenue, looks at the reasons why people act habitually - a key factor in brand loyalty. She develops six theories for 'inertia', and discusses a number of way ...

While there has been good progress in the past several years in the conceptualization and understanding of the determinants of satisfaction, analytic methods for understanding customer satisfaction ha ...

This paper illustrates the evolution of the dealership training for Ford of México with the global customer satisfaction program, Customer Viewpoint. Ford of México evolved from communicating research ...

Dr Hugh Wilson and Lindsay Bruce, from Cranfield School of Management, and Jennifer Love, from IBM Business Consulting Services, explain the importance of finding ways to measure the value generated b ...

The ability to innovate is a fundamental marketing activity, yet it remains a precarious one for many marketers. Market learning is frequently viewed as a precursor to successful innovation, but the t ...

Experimental methods have a relatively low penetration into market research practice, despite their many inherent strengths. We review the strengths and weaknesses of four major experimental and quasi ...

In this article Andrew Greenyer, director of customer relationship solutions at Group 1 Software, reviews the role of data in business, examines how data availability is becoming more limited, and des ...

Although an important avenue for customer value creation is the interaction between the service frontline employees and their customers, little attention has been paid to the consequences of frontlin ...

Since the publication of Churchill’s (1979) paper in which he proposed a ‘paradigm’ for the construction of multi-item scales, scholars have developed a considerable number of such scales designed to ...