Research Fellow, School of Management, Boston University (e-mail: [email protected]). Marc Vanhuele is Associate Professor of Marketing, HEC Paris (e-mail: [email protected]). Koen Pauwels is Associate Professor of Marketing, Özyeğin University, Istanbul (e-mail: koen.pauwels@ozyegin. edu.tr). The authors thank Kantar Worldpanel France for providing the data used in this article and the Marketing Sci...

The present paper examines the effectiveness of financial overcompensation as a means to enhance customer loyalty after a product failure. Overcompensation implies that customers are entitled to a refund that is larger than the purchase price. It is, however, still unclear whether large overcompensations entail saturation effects, or alternatively, result in an actual drop in customer loyalty. ...

Vol. XLVI (December 2009), 764–776 764 © 2009, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *GerganaY. Nenkov is Assistant Professor of Marketing, Carroll School of Management, Boston College (e-mail: [email protected]). J. Jeffrey Inman is Albert Wesley Frey Professor of Marketing (e-mail: jinman@ katz.pitt.edu), and John Hulland is Professor of Marketing ...

Vol. XLIV (February 2007), 4–13 4 © 2007, American Marketing Association ISSN: 0022-2437 (print), 1547-7193 (electronic) *Bart J. Bronnenberg is Professor of Marketing, Anderson School of Management, University of California, Los Angeles (e-mail: [email protected]). Sanjay K. Dhar is James H. Lorie Professor of Marketing (e-mail: [email protected]), and Jean-Pierre Dub...

commercial banks and financial institutions are recognizing that they can no longer look at a customer from a specific product but must encompass the entire customer relationship to fully understand a client‘s profitability. from a strategic standpoint, customer relationship management (crm) mobilizes resources around customer relationships rather than product groups and fosters activities that...

While there is recognition that market-based capabilities contribute to a firm’s financial performance, the exposition is largely conceptual (Srivastava et al. Journal of Marketing 62:2–18, 1998; Journal of Marketing 63:168–179, 1999). Using a resource based view of the firm, the present study proposes that (1) market-based assets and capabilities of a firm impacts (2) performance in three mark...

The article substantiates methodological recommendations for financial risk management in the process of e-commerce and digital marketing. importance identifying risks during entire interaction between client company based on client's travel map is proved. Thanks to proposed recommendations, can systematically approach process, 3 stages: identification critical points (recording events) at cont...