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Searching... | 30000010129143 | HF5415.335 A44 2004 | Open Access Book | Book | Searching... |
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Summary
Summary
Successful organizations have shifted from being product-based organizations to customer-based organizations, and customer satisfaction management (CSM) is an integral aspect of this new way of thinking. Successfully measuring customer satisfaction can be complicated and very detailed, requiring a great deal of in depth research and analysis. Customer Satisfaction Research Management is intended for advanced service quality managers and marketing researchers involved in the management of customer satisfaction programs. This is the third book in a series by author Derek Allen, focusing on customer satisfaction measurement, analysis, and implementation. Allen begins with the assumption that the reader has at least a minimal familiarity with the psychometric aspects of customer satisfaction measurement, statistical analysis, and linkage research that attempts to establish a causal relationship between customer attitudes and business outcomes. He then builds on this base to first discuss the theoretical relationship between customer satisfaction and financial performance, and then to dive deep into specific applications of customer satisfaction programs. Some of the areas covered include dealing with the challenges of conducting global customer satisfaction measurement programs, linking performance metrics to management compensation systems and financial outcomes, and results deployment. Preview a sample chapter from this book along with the full table of contents by clicking here. You will need Adobe Acrobat to.
Author Notes
Derek R. Allen, Ph.D., is the Senior Vice President and Director of Research for Market Probe
Table of Contents
List of Figures | p. ix |
Preface | p. xi |
Acknowledgments | p. xv |
Chapter 1 Customer Satisfaction, Retention, and Profitability | p. 1 |
Introduction | p. 1 |
History of Customer Satisfaction Research | p. 2 |
Customer Satisfaction and Business Outcomes | p. 3 |
An Intervening Variable: Customer Retention | p. 4 |
Customer Satisfaction, Share, and Profitability | p. 6 |
A Return on Quality Model | p. 8 |
The ACSI Study | p. 12 |
What Is Loyalty? | p. 14 |
Chapter 2 Tracking and Reporting Customer Satisfaction Metrics | p. 19 |
Introduction | p. 19 |
The Roles of Customer Satisfaction Measurement | p. 20 |
The Customer Satisfaction Program Life Cycle | p. 21 |
Reporting Issues | p. 27 |
Customer Comment Data | p. 28 |
Defining Loyalty Segments | p. 33 |
Chapter 3 Linking CSM to Management Incentives: Theoretical Foundation | p. 37 |
Introduction | p. 37 |
The Nature of Human Motivation | p. 38 |
Needs-Based Theories of Motivation | p. 38 |
Process Theories of Motivation | p. 43 |
Reward and Recognition Programs | p. 46 |
Customer Feedback in Incentive Systems | p. 51 |
Relationship and Transaction Surveys | p. 53 |
Hybrid Surveys | p. 58 |
Summary | p. 58 |
Chapter 4 Linking CSM to Management Incentives: Quantitative Approaches | p. 59 |
Introduction | p. 59 |
Incentive Systems and Customer Satisfaction | p. 59 |
Accommodating Measurement Error | p. 60 |
Case Study: SuperCam Dealer Bonus Program | p. 62 |
Summary | p. 72 |
Chapter 5 Implementing Key-Driver Results | p. 75 |
Introduction | p. 75 |
Derived Versus Stated Importance: Managerial Implications | p. 75 |
Marginal Resource Allocation Models | p. 79 |
Key-Driver Quantification | p. 80 |
Bivariate Measures of Importance | p. 81 |
Multivariate Measures of Importance | p. 82 |
Multivariate Regression Models | p. 84 |
Interaction Terms | p. 85 |
Hierarchical Bayes Regression | p. 86 |
Effects of Collinearity | p. 87 |
Strategies for Dynamic Key Drivers | p. 91 |
Summary | p. 95 |
Chapter 6 CRM and Customer Satisfaction | p. 97 |
Introduction | p. 97 |
CRM as a Business Strategy | p. 97 |
CRM: The Promise | p. 99 |
CRM: The Reality | p. 100 |
Marketing Research Data and CRM | p. 103 |
Customer Satisfaction Data and CRM | p. 106 |
The Future of the CRM/CSM Relationship | p. 112 |
Chapter 7 Linking Customer Satisfaction to Business Outcomes | p. 115 |
Introduction | p. 115 |
Linkage Research Techniques | p. 116 |
Direct Linkage Dependent Measures: Market Share | p. 119 |
Direct Linkage Dependent Measures: Profitability | p. 121 |
Cross-Sectional Linkage Techniques | p. 125 |
Longitudinal Linkage Techniques | p. 128 |
Summary | p. 130 |
Chapter 8 Managing Global CSM Projects | p. 133 |
Introduction | p. 133 |
Global Program Management | p. 134 |
Data Collection Considerations | p. 138 |
Telephone Surveys | p. 139 |
Mail Surveys | p. 140 |
Personal Interviews | p. 141 |
The Internet | p. 142 |
Interactive Voice Response (IVR) | p. 144 |
Panels | p. 145 |
Instrument Design | p. 146 |
The Data Dictionary | p. 148 |
Psychometric Issues: Cultural Bias | p. 154 |
Chapter 9 Linking Customer Feedback to Business Processes | p. 157 |
Introduction | p. 157 |
Key Drivers and Improvement Costs | p. 159 |
Improvement Cost Functions | p. 167 |
Managerial Strategies: Product Quality | p. 169 |
Managerial Strategies: Service Quality | p. 174 |
Summary | p. 175 |
Chapter 10 Creating and Managing Loyalty Segments | p. 177 |
Introduction | p. 177 |
Loyalty: Operational Definitions | p. 177 |
Loyalty Segment Drivers | p. 179 |
Assessing Driver Homogeneity | p. 180 |
Introduction to Binary Logistic Regression | p. 182 |
Case Study: MNL Regression and Loyalty Segments | p. 187 |
Traditional Model Development | p. 189 |
MNL Model Development | p. 192 |
Segment Dynamics Forecasting | p. 193 |
Implementation Issues | p. 195 |
Implications for Incentive Systems | p. 196 |
Future Directions | p. 197 |
Appendix A Customer Satisfaction Data Analysis Tips | p. 199 |
Introduction | p. 199 |
Documentation | p. 199 |
Data Management | p. 201 |
Validation | p. 202 |
Appendix B Useful Statistical Tests for Customer Satisfaction Research | p. 205 |
Role of Inferential Statistics | p. 205 |
Finite Population Correction Factor | p. 211 |
Glossary | p. 217 |
References | p. 233 |
Index | p. 239 |