Vikas Mittal offers a managerial note on customer satisfaction
We would like to share a managerial note on customer satisfaction. It summarizes how customer satisfaction is associated with managerially relevant outcomes such as repurchase behavior, sales, word-of-mouth, complaint, profitability, and finally stock-market outcomes. It also suggests guidelines for managers in implementing customer satisfaction initiatives.
Please feel free to download the note as shown below:
DOWNLOAD AT: http://ssrn.com/abstract=2345469
The note should be useful for:
– Faculty and their students in courses on marketing research, relationship marketing, CRM, customer-asset management, marketing-finance interface, and marketing strategy
– Those planning to conduct customer satisfaction research
– Please feel free to download, and share for non-commercial purposes.
Please email me your suggestions, feedback and thoughts.
Reference: Mittal, Vikas and Frennea, Carly (2010),Customer Satisfaction: A Strategic Review and Guidelines for Managers. MSI Fast Forward Series, Marketing Science Institute, Cambridge, MA, 2010.