Making customers pay: measuring and managing customer risk and returns

Rethinking Decision Making: Measuring and Managing Performance

Bearing in mind the changeable and complicated needs of business environment, in this paper we examine the necessity of evolution in the traditional decision support techniques. Our aim is to intensify the need for integrated performance measurement and management, as a way to ameliorate the existing tools for decision making, which are currently based on historical data. In this way, marketing...

Managing Customer Relationships Under Competition: Punish Or Reward Current Customers?

Companies spend enormous resources on customer relationship management (CRM), but there is no clear understanding on two seemingly simple, but critical questions: (1) Should firms reward or punish their current customers? (2) Can CRM be profitable in a competitive setting? While CRM practitioners are enthusiastic about its win-win potential for firms and customers, the extant theoretical litera...

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Customer Satisfaction and Stock Prices: High Returns, Low Risk

Do investments in customer satisfaction lead to excess returns? If so, are these returns associated with higher stock market risk? The empirical evidence presented in this article suggests that the answer to the first question is yes, but equally remarkable, the answer to the second question is no, suggesting that satisfied customers are economic assets with high returns/low risk. Although thes...

measuring customer perceived service quality with market sense making approach

considering the increasing awareness and expectations of our customers in today's competitive dynamic market, enterprises must improve their level of understanding and knowledge of their market and take steps toward a deeper identification of customer needs. indeed, such organizations need to improve their sense making capabilities. companies that have high sense making capability can bett...