The Surveys of Consumers has been conducted by the Survey Research Center at the University of Michigan since 1946. Each month, 500 individuals are randomly selected from the contiguous United States (48 states plus the District of Columbia) to participate in the Surveys of Consumers. The...

Vorliegendes Arbeitspapier erörtert und begründet drei Thesen:1. Marketingplanung und -controlling nutzen das Potential von Kennzahlen und Kennzahlensystemen bisher nicht ausreichend.2. Die vorhandenen betriebswirtschaftlichen Kennzahlensysteme sind nur teilweise geeignet, die...

Die Ausgestaltung eines leistungsfähigen Beschwerdemanagement ist in den letzten Jahrenzum Gegenstand einer intensiver Diskussion in der Marketingwissenschaft avanciert, undauch die Unternehmenspraxis hat sich dem Thema Kundenbeschwerden angenommen. DieBeschwerdezufriedenheit als zentrale...

It has often been argued that word-of-mouth(WOM) can contribute significantly to a firm’s success in avariety of ways. Here, we analyze the functional linkagebetween customer satisfaction, WOM, and new customeracquisition. Using data from two empirical studies weconceptualize and test the...

Previous research has extensively studied the determinantsof customer loyalty and switching behavior but hasgiven little attention to what happens after a customerhas switched away froma service provider. In this article,the perhaps most important manifestation of suchpostswitching...

Measuring NPS is relatively straight forward, but using it to drive economic value is not. NPS must lead to a "so what" for the organization. NPAs programs and inititatives must be cost-effective and profitable....

Increasingly, retailers nowadays have to focus on service marketing strategies and tactics to differentiate themselves from their competitors.Delivering high levels of service quality becomes crucial for long-term success. Since customers' perception of service quality depends very muchon the...

Fierce competition and rapid technological progress have considerablyreduced the life cycle length for mobile phones in the last decade. Once a newmobile phone is launched, providers on the market under consideration practice amarkdown strategy. Profits of the providers are generated mainly via...