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TimothyKeiningham 《市场研究》2005,(1):9-10
绝大多数管理者承认他们希望使客户能够满意。理由很简单:满意的客户将给企业带来好处。然而.如果事实的确如此,那么绝大多数的公司并不算很成功。密歇根大学的美国客户满意度指数表明,美国公司平均的客户满意度只是“C”级。将客户满意度转化为利润的关键在于.如何贯彻执行客户满意度的调查结果。 相似文献
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要实现利润最优化,企业必须将以品牌和以客户为中心的测量指标结合运用。
要准确地对将来的购买行为进行预测,需要综合考量以品牌为中心的测量指标(比如品牌偏好)和以客户为中心的测量指标(比如客户满意度)。本作采用两个不同行业的数据对这两类指标的预测能力进行了研究。他们发现经理们要想对市场有最准确的理解和预测诊断,就需要将这两个方面结合起来。 相似文献
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客户愉悦对提高客户忠诚度的作用 总被引:1,自引:0,他引:1
事件之间的关系 当企业赢得了客户永久的忠诚时,请一定谨记赢得忠诚度本身并不是我们的最终目标。而只是帮助企业通向最终商业成功的一个步骤。企业试图通过构建客户的忠诚度来取得更进一步成就的这个过程,我们称之为满意——利润链。 相似文献
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正在某种程度上,管理者认为更高的满意度会令客户更加偏爱自己的品牌。但事实上,真正的关键在于客户对某一品牌的满意度是否高于其同时正在使用的其他竞争品牌,或者说消费者心目中的首选品牌是什么大多数公司都恪守客户满意至上的承诺,认为"客户满意才能保证收入"。因而,在公司的使命宣言和营销策划中,随处可见对客户满意度的强调; 相似文献
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Forrest V. MorgesonIII Sunil Mithas Timothy L. Keiningham Lerzan Aksoy 《Journal of the Academy of Marketing Science》2011,39(2):198-215
Many multinational corporations have implemented cross-national satisfaction measurement programs for tracking and benchmarking
the satisfaction of their customers across their various markets. These companies measure satisfaction with the goal of maximizing
customer loyalty and the financial benefits associated with loyalty. However, existing research comparing consumer satisfaction
across nations is limited, with the few existing studies examining only a small number of countries or predictors of satisfaction,
or a small group of consumers within a particular economic sector. To expand our knowledge of the determinants of cross-national
variation in customer satisfaction, we study three sets of factors: cultural, socioeconomic and political-economic. We utilize
a unique sample of cross-industry satisfaction data from 19 nations, including nearly 257,000 interviews of consumers. Consistent
with our hypotheses, we find that consumers in traditional societies have higher levels of satisfaction than those in secular-rational
societies. Likewise, consumers in self-expressive societies have higher levels of customer satisfaction than those in societies
with survival values. We also find that literacy rate, trade freedom, and business freedom have a positive effect on customer
satisfaction while per capita gross domestic product has a negative effect on customer satisfaction. We discuss the implications
of these findings for policymakers, multinational corporations, and researchers. 相似文献
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Lerzan Aksoy Peter Allerstorfer Fabienne Cadet Paul Cook Timothy Keiningham Manuel Koser 《Thunderbird国际商业评论》2020,62(1):5-16
The success of Silicon Valley has served as a driving force for entrepreneurs and investors worldwide. Many have attempted to create their own version in developing markets by setting up Silicon Valley‐style tech incubators. In recent years, Africa has seen an influx of these start‐up incubators, which has resulted in an emergence of major tech hubs in different parts of the continent. These areas have taken on names synonymous with the booming tech industry: Cape Town in South Africa is known as the Silicon Cape, Nairobi in Kenya as the Silicon Savannah, and Lagos, Nigeria as the Silicon Lagoon. Despite the influx and success of some of these incubators, there is also a multitude of examples where success and longevity are rare. The lifespan of these start‐ups are short and they seldom realize any profit. Limited access to capital markets, poor infrastructure, and weak regulatory environment are just a few reasons cited for this. Although there is a multitude of articles and publications that feature success cases and reasons behind propelling success, there are far fewer that focus on failures. As such, with this article we aim to shed light on the various reasons why these businesses fail by analyzing the literature and demonstrating them with real‐world examples of both successes and failures in the market. Using the information analyzed, we then propose a solution for successfully investing in tech startups in the developing world, the business builder model. 相似文献
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Lerzan Aksoy Alexander Buoye Pelin Aksoy Bart Larivière Timothy L. Keiningham 《Journal of Interactive Marketing》2013,27(1):74-82
Improving customer satisfaction has become a strategic imperative for managers and researchers given the benefits of developing customer loyalty for long-term financial success. Creating these linkages becomes even more important in the context of mobile telecommunications due to the ubiquitous nature of mobile phones and the potential this creates to engage in interactive marketing for firms. Further, with increased global penetration of mobile telecommunications, examining cross-national differences in consumer attitudes and behaviors has become critical. Most studies that examine customer satisfaction and loyalty linkages however have traditionally focused on single countries and/or single industries. This study extends the literature by testing the moderating impact of cultural variables on the impact of satisfaction on loyalty intentions using data from 3,393 mobile telecommunications customers in Australia, Brazil, Canada, China, France, Spain, UK, and USA. Our findings reveal that the impact of satisfaction on loyalty in the mobile telecommunications context depends on cultural differences. The results demonstrate non-linear threshold effects where managers operating in countries characterized by self-expressionist values will have an easier time creating satisfaction and loyalty with mobile customers compared to those operating in cultures dominated by high survivalist values. 相似文献
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