Firms routinely gather data from customers using surveys when developing their strategy. A crucial element in collecting data is deciding upon the sample of customers: (1) who should be surveyed, (2) how many customers should be surveyed, (3) understanding issues about non-response, and (4)...

Firms use large majorities of their budgets on sales promotions such as coupons and sales events. Many of these sales promotions are framed as “Friends & Family” or “Preferred Customer.” Which of these frames is more effective, when, and why? We answer these questions building on...

In this research, we draw on the characteristics of disgust — an affective state that prompts a self-protection response — to demonstrate that experiencing disgust can also increase self-interested, unethical behaviors such as cheating. This series of studies contributes to the literature...

Many companies try to simultaneously manage customer satisfaction and employee satisfaction, even though it may be difficult to do so. We examine three major companies — Halliburton, Schlumberger, and National Oilwell Varco (NOV) — in the oilfield-services sector to examine the level of...

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...

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...

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,...

Companies and academics rarely account for balancing the risk and reward in a customer portfolio of a firm. Unlike a stock portfolio where both measures are taken into account, many people tend to look only at the customers' average profit value. Applying financial portfolio management...

In complex-negative services such as healthcare, service providers often confront ethical dilemmas, which are often resolved through the use of an ethics committee (EC). These dilemmas commonly surround difficult issues such as end-of-life care and conflict among caregivers of a disabled...