Firms conduct customer surveys to gather their customers' voice in order to fully understand their perceptions, judgments, attitudes, intentions, and behaviors. Among firms, the practice of surveying customers is widespread. However, if conducted incorrectly, surveys can lead to significant...

Marketing scholars have hypothesized and found a linear and symmetric association between different dimensions of customer commitment and behavioral intentions. We utilize a four dimensional conceptualization of commitment to hypothesize an asymmetric association among the different dimensions...

Previous research assumes an unconditionally positive association of perceived switching costs — financial, procedural and relational — with repurchase intentions. The authors theorize that price sensitivity differentially moderates the relationship of repurchase intentions with three...

How did the 2016 film Deepwater Horizon affect BP's corporate brand? How can a company reliably measure and track its brand for strategic planning purposes? This study provides a practical approach for measuring the effect of external events on a firm's corporate brand. Such a measurement...

The authors synthesize research on the relationship between customer satisfaction (CS) and customer- and firm-level outcomes in a meta-analytic framework. Overall, the results point to positive associations between CS and customer behaviors, financial performance, and shareholder value. However,...

Rather than a fad, buying American is a consistent and persistent motivation for many consumers. But which consumers are more likely to buy American and why? How can companies better cater to this need among their current and potential customers? This note reviews how companies can proactively...

Education is a key driver of the quality of a country's workforce and its future economic prosperity (Heckman 2000; 2006). Aside from public education policies, one contributor to this is parental preferences of different educational programs for their children. Using an identity-based approach,...

The Satisfaction Profit Chain (SPC) is a theoretical framework that helps link attribute-level perceptions, overall customer satisfaction, customer intentions/behaviors, and financial outcomes. This chapter reviews existing empirical research in this area and provides guidance and...

We report results for the Integrated Oil & Gas sector from the Strategy and Performance in the Energy Industry (SCOPE) Survey conducted among professionals in the energy industry (so called “insiders”) to measure their perceptions about specific companies on multiple dimensions of strategic...

Qualitative research typically involves techniques such as focus groups, in-depth interviews (IDIs), ethnography, and metaphor elicitation. Rather than being a substitute for quantitative research, qualitative research - when conducted properly - can be a useful and necessary complement that...