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Marketing Research Articles Related to Customer Loyalty

Marketing Research Articles Related to Customer Loyalty

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JCPenney pinpoints its customers

Published
October 1986
Author
Quirk's Staff
Abstract
In order to fully understand the needs of their customers, JCPenney has initiated a series of studies called Consumer Feedback. These studies give JCPenney a clear picture of the needs, attitudes and behaviors of their customers.

Trade Talk: Quality should be Job One

Published
November 1990
Author
Joseph Rydholm, Quirk's Editor
Abstract
Quality and service are tops and only becoming more important to consumers. Companies should focus on a customer satisfaction program to increase market share and sales.

The benefits of customer retention research

Published
October 1992
Author
Paul C. Lubin
Abstract
Though banks often research customer satisfaction, they would benefit from also researching issues surrounding why customers leave. This article looks at how several banks have researched customer attrition and used the results to develop customer retention strategies.

Trade Talk: Message to business: know thy customer

Published
April 1993
Author
Joseph Rydholm, Quirk's Editor
Abstract
This month's column covers the findings of a designed intended to probe the chemistry of business buyers, explore their concerns and aspirations and how they are setting their own goals.

Cable companies must listen to customers if they hope to survive in a rapidly changing market

Published
October 1995
Authors
Richard Schreuer, Polly Staman and Jim Higgins
Abstract
With increasing competition, cable companies must be more proactive and dynamic to be successful. Customer loyalty is key to success. This article discusses how cable companies must act regarding customer loyalty. In addition to noting the information cable companies need to obtain, this article provides a case study that shows how one cable system used an innovative application of conjoint analysis in its research.

Customer loyalty: The competitive edge beyond satisfaction

Published
April 1996
Authors
Douglas Pruden, Terry G. Vavra and Ravi Sankar
Abstract
Marketing Metrics developed a scale to measure customer satisfaction and loyalty using criteria with a complex relationship that would benefit companies to better understand.

Is the market research industry failing its TQM clients?

Published
October 1996
Author
Robert Eng
Abstract
Total quality management (TQM) and continuous quality improvement (CQI) emerged in the 1980s. Clients increasingly ask for more info more often with less budget, which begs the question, is the market research industry failing to meet clients' demands? This article describes the principles of TQM and CQI that researchers need to understand in order to win and keep quality-driven clients.

Profiting from customer value analysis

Published
October 1996
Author
Madhav Srinivasan
Abstract
Customer value analysis is a powerful tool for studying customer satisfaction. Through examples, this article discusses the benefits of using this method.

Comment cards and rating scales: Who are we fooling?

Published
May 1997
Author
Joseph Duket
Abstract
Countless companies rely on comment cards and rating scales to measure customer satisfaction. This article discusses how most comment cards - and their rating scales - paint a distorted picture of satisfaction and how to revise the rating scale to obtain a more accurate measure of customer satisfaction.

Gaining strategic business advantage through customer value measurement

Published
October 1997
Authors
Vince Farace and Jeri Meola
Abstract
Market research firms are increasingly adding customer value measurement (CVM) to their list of services. This article discusses CVM, including CVM basics and illustrative anecdotes.

Visualizing buyer behavior with unconstrained models

Published
October 1997
Author
Betsy Charles
Abstract
The hierarchical assumption that customer satisfaction is necessary for loyalty and that loyalty is necessary for repeat purchase can bias results. The bias inherent in assumptions is avoided by using unconstrained models. This article discusses unconstrained models and how to use them.

Don't forget your at-risk customers

Published
November 1997
Author
Bill Etter
Abstract
While customer satisfaction is a hot topic, measuring customer satisfaction is not enough. Loyalty is an important component for customer retention. This article discusses loyalty and the importance of looking at both ends of the assessment spectrum: most loyal and least loyal.

Powering your way to reduced customer churn and increased customer loyalty

Published
October 1998
Authors
Eric Reidenbach and Gordon McClung
Abstract
Successful competitors in the utility industry have learned that the key to success that identifies them as industry leaders is the result of outstanding customer value. This article discusses customer value and its importance in helping companies become industry leaders.

Create a collaborative service culture in your call center

Published
October 1998
Authors
Audrey Guskey and Robert Heckman
Abstract
As global and domestic markets become increasingly competitive, the ability to provide high-quality customer service will increasingly separate winners from losers. This article discusses high-quality customer service, including its importance in the success of a company, four facts of life that make its consistent delivery difficult and creating a collaborative service culture.

Improving customer loyalty through a strategic value-focused approach

Published
October 1998
Authors
Christopher D. Ratcliff and Elizabeth Horn
Abstract
All customers are not equal, yet customer satisfaction and loyalty measurement programs are based on "average" customers. This article discusses how customer satisfaction and loyalty should focus on customers who maximize the company's financial return.

Trade Talk: Cutting through the customer satisfaction jargon

Published
October 1998
Author
Joseph Rydholm, Quirk's Editor
Abstract
A review of Chuck Chakrapani's book, How to Measure Service Quality & Customer Satisfaction – The Informal Field Guide for Tools and Techniques, which provides readers a basic understanding of customer satisfaction research.

'Voice of the customer' disconnects still exist in most companies

Published
January 1999
Authors
John Goodman and Colleen Bush
Abstract
While getting close to the customer and listening have been buzzwords in the ‘90s, as we near the year 2000, the voice of the customer (VOC) has not had much impact. This article discusses VOC, including data from a benchmark survey and evaluation of best practices for and failures of the VOC process.

Closing the customer satisfaction gap

Published
February 1999
Author
William Nowell
Abstract
Customer satisfaction is a key to success. This article discusses the Gaps Model of Customer Service, which outlines the potential roadblocks that hinder a service organization’s ability to close the gap between the customer’s expectations and perceived service.

A stepwise loyalty process

Published
October 1999
Authors
Marion S. Picard and Kathi McGregor
Abstract
Customer loyalty is important for company success. This article details seven steps to create customer loyalty.

Customer-driven concept and product development

Published
January 2000
Authors
Camille Nicita and Christi Walters
Abstract
Success or failure of a new product depends on the creation of differentiation in the marketplace. The purpose of this article is to introduce several qualitative techniques for gaining a comprehensive, customer-driven focus for product and concept development. The four areas explained are: 1) gathering the “voice of the customer,” 2) identifying purchase triggers/need states, 3) understanding emotional constructs or core emotional values, and 4) determining brand image.